"Yuan Night in the Forbidden City" has made the Forbidden City a hit. What do you think of the effect of night tours?

My circle of friends has been flooded since the Forbidden City announced the "Yuan Yuan Night" event. So even though she was far away in Guangzhou and was in the prelude to the busy exhibition work, the post-90s girl sitting in front of me still stayed up all night and let the boss know that if she got the tickets, she would have to take the afternoon off on Lantern Festival. , flew to Beijing to see the lights.

Of course, my sister didn’t get a ticket, so she couldn’t be one of the 3,000 lucky ones. She still stayed in the office on the night of the Lantern Festival and prepared for the exhibition with me. During overtime that night, she kept watching the live broadcast on her mobile phone, and I was lucky enough to witness the first lighting ceremony of the Forbidden City.

I tell you this just to illustrate the great appeal of the night tour in the Forbidden City.

From the Forbidden City night show tickets that were rumored to cost 500,000 yuan each, to after the Lantern Festival, travel agencies have all taken action. After receiving the news that the southeast and northeast corner towers of the Forbidden City will continue to light up, I immediately adjusted the original Beijing route itinerary and added a night tour. After the director of the Palace Museum announced that he might launch night events based on the 24 solar terms and other time points, it aroused countless expectations.

In fact, the series of events that followed are all long-tail reactions caused by the night travel economy. It is foreseeable that this wave of operations of the Forbidden City will continue to bring a certain boost to Forbidden City tourism. And involved in the tourism economy, there are also other related economies.

Speaking of "night tours", I think everyone who travels around the world has an economic account.

At the same time as the Forbidden City, in Guangdong, there is also the Light and Shadow Art Festival in Songcheng, Zhaoqing. Compared with the popularity of the Forbidden City, Zhaoqing may be far behind. But compared to this old city, which is famous for Qixingyan and Dinghu Mountain and has been accompanying us since elementary school texts, this first-of-its-kind nightclub can be said to be a move to "replace the old look with a new look" for the entire city's tourism.

The most brilliant thing about this light and shadow art festival in Zhaoqing is that it takes advantage of the spring breeze of the Guangdong-Hong Kong-Macao Greater Bay Area. First of all, from the naming point of view, its full name is "Guangdong-Hong Kong-Macao Greater Bay Area (Zhaoqing) Light and Shadow Art Festival". It is also chosen to be held during the New Year period, extending to the Lantern Festival, and ending with a 15-minute fireworks show on the night of the Lantern Festival. In 2018, with the rapid development of internal transportation in the Guangdong-Hong Kong-Macao Greater Bay Area, the opening of the Guangdong-Zhuhai-Macao Bridge and the connection of the Hong Kong-Shenzhen-Hong Kong High-Speed ??Railway will undoubtedly make life and travel between residents of the mainland, Hong Kong and Macao more frequent. Knowing how to ride on the spring breeze of the times is also the success of this "night tour".

Why is it always said to be successful? The effect can be seen from the official statistics of Zhaoqing City. From the Golden Week to the week after the Spring Festival, the number of visitors to Qixingyan, a well-established scenic spot, is still growing by more than 300% year-on-year, and the year-on-year growth of Dinghu Mountain is also more than 50%. With more tourists, total tourism revenue will definitely increase.

This is the economic effect of a "night tour". It can be seen that in the traditional tourism off-season after the Golden Week, this night tour effect continues to work.

Let’s look back at the Forbidden City’s “Yuan Yuan Night” event that hit the screen. Unlike the Light and Shadow Art Festival in Zhaoqing, its night tour is endorsed by the well-known IP of the Forbidden City, which amplifies the brand effect. below, so the effect of the activity is short and immediate.

It is undeniable that in recent years, the nearly 600-year-old Forbidden City has shown signs of rejuvenation. In the context of cultural connotation and cultural tourism, it has become more fashionable and popular as it becomes more popular. From the makeup and peripherals of the Forbidden City, to the popularity of the variety show "Forbidden City", to the "New Year's Eve - Celebrating New Year in the Forbidden City" exhibition in the Forbidden City during the Spring Festival, in addition to more than a thousand collections on display at the same time , and also restore the old royal style to the maximum extent in various scenes in the palace, giving visitors an immersive experience. Amidst all this, the Forbidden City's brand has actually been established in the minds of consumers to the greatest extent possible.

The first lighting up of the Lantern Festival can be described as a detonation. Limited edition, free, etc. are all very sensational catalysts, accelerating its expansion in the process of dissemination.

From the perspective of a tourist, what I hope to see is not just a light show, but more importantly, I hope to trace the history and cultural features of the year in the scene and feel the grandeur of the royal nightclub in the past. To put it bluntly, it is to feel the feelings of the old emperor and me through an immersive experience. This is the most desired purpose of the tour.

In fact, it can be seen that night tours are definitely more than just light shows. The night tour economy hidden under the light show needs more brand building and IP support. In addition to traditional night tour modes such as light shows and night cruises, there are actually many more night tours. What impressed me deeply is that the land that used to be Guangzhou Chimelong Crocodile Park existed under the name of "Xiangjiang Nocturnal Animal World" for several years. At that time, after seeing the animals at Xiangjiang Zoo (now Guangzhou Chimelong Wildlife World) in the morning, you could go to the Night Animal World next door in the evening to see the animal kingdom at night. Later, the Nocturnal Animal World disappeared and was replaced by Chimelong Circus, which was shown at night. Using another nighttime + animal + performance method, it also created a well-known tourism brand under Chimelong.

In addition, the Guangzhou Lighting Festival has truly formed a brand effect. I feel that the tourism brand building of the Guangzhou Lighting Festival is also quite successful. It draws on the experience of its sister city Lyon, France, to build this feast into one of the "three major light festivals in the world", and it has also become an image card of Guangzhou city. As a citizen, my perception of this festival of lights is very real. The streets are crowded and the subway needs to stop in relevant areas. When you step into it, on the one hand you will be surprised that the city you spend time with day and night is so beautiful at night; on the other hand, you will also be surprised that tourists can So many tourists, especially many from out of town, enjoy the night view of Canton Tower, Huacheng Square, and Pearl River when they are illuminated, and take a sightseeing tour on the double-decker bus that shuttles through the central axis of Guangzhou city, which has become their designated action when visiting Guangzhou.

To sum up, brands are the backer of the night tour economy; leveraging the economy and driving the economy of related industries is the ultimate goal.

In my opinion, the Forbidden City's "Forbidden City Shangyuan Night" event has been able to hit the screen and aroused people's huge expectations. In fact, I have the same expectations myself. I think the Forbidden City is not like other scenic spots. His night tour arouses great interest for the following reasons:

1. The uniqueness of the Forbidden City:

The Forbidden City in Beijing was the royal palace of the Ming and Qing dynasties in China. , formerly known as the Forbidden City, is located at the center of Beijing's central axis and is the essence of ancient Chinese palace architecture. The Forbidden City in Beijing is centered on the three main halls, covering an area of ??720,000 square meters, with a construction area of ??about 150,000 square meters. There are more than 70 large and small palaces and more than 9,000 houses. It is one of the largest and best preserved ancient wooden structures in the world.