抖音生活服务文旅生态大会落地杭州 2026“心动目的地”战略激发文旅消费新活力

This article outlines the new strategy Douyin Life Service unveiled at its cultural and tourism industry ecology conference held in Hangzhou, from which general readers can get a range of practical information on culture and tourism consumption, as detailed below:

1. Douyin launched its 2026 "Heartfelt Destination" strategy, which will partner with governments at all levels to roll out special incentives including hundreds of millions of yuan in consumption vouchers and integrated cultural and tourism passes. It will also curate recommended travel rankings such as the "Heartfelt Destination" list. Consumers can cut travel costs via these offers and pick quality destinations based on the rankings.

2. The initiative launched its first stop in Zhejiang province, kicking off the "Poetic and Picturesque Zhejiang" Douyin Cultural & Tourism Carnival. An offline market event named "Heartfelt Fun Day" was held from June 12 to 14 at Hangzhou's In77 on Hubin Road, where readers in Hangzhou and surrounding areas can experience popular cultural and tourism offerings on-site.

3. Douyin will roll out year-round marketing campaigns focused on popular travel scenarios such as parent-child getaways and vacations. Travel-loving readers can follow these events for ongoing access to discounts and travel recommendations.

Douyin's newly launched 2026 "Heartfelt Destination" strategy brings new growth opportunities and actionable support policies for all types of cultural and tourism brands, aligning with their needs for brand marketing and channel expansion. Key takeaways are as follows:

1. Douyin will allocate dedicated traffic and matching subsidies, and partner with governments at all levels to distribute hundreds of millions of yuan in consumption vouchers to boost consumer spending. This helps brands convert online traffic into actual revenue, addresses their pain points of high customer acquisition costs and low conversion rates, and supports them in building a sustainable operational ecosystem.

2. Douyin has built a dedicated product matrix for the hospitality and travel industry, including City Tourism Passes and the Heartfelt Destination rankings. Brands can gain greater public domain exposure, and participate in year-round marketing activities centered on core scenarios such as parent-child travel and vacations, to reach their target audiences accurately.

3. Brands focused on rural cultural tourism and intangible cultural heritage can also access content distribution and public welfare promotion resources from Douyin. They can leverage the platform's influence to build brand awareness and expand development space in lower-tier markets.

The new strategy released at Douyin Life Service's cultural and tourism ecology conference brings clear support policies and new growth opportunities for travel and culture-related sellers. Key details are as follows:

1. Douyin is investing dedicated traffic and matching subsidies, and partnering with governments at all levels to roll out hundreds of millions of yuan in consumption vouchers and integrated cultural and tourism pass subsidies. This directly reduces sellers' customer acquisition costs, drives consumer conversion, and delivers tangible revenue growth for sellers.

2. Douyin has launched its LIFE+ Hospitality and Travel Industry Solution, and built a dedicated product matrix for the sector including City Tourism Passes and the Heartfelt Destination rankings. Sellers can access official exposure support after onboarding, and build long-term operational growth capabilities with the solution.

3. Douyin will launch year-round marketing activities around core consumption scenarios including parent-child travel and vacations, allowing sellers to leverage these event nodes for promotion. Rural cultural tourism sellers can also access content distribution and public welfare resources for rural development to unlock new growth space, and sellers based in Zhejiang can get early access to the Carnival series of activities to capture additional traffic.

The new Douyin cultural tourism strategy announced at the conference brings new business opportunities and digital transformation insights for manufacturing factories connected to the cultural and tourism industry. Key takeaways are as follows:

1. Douyin's strategy aims to help thousands of cities and townships across China, and one million merchants build a cultural tourism operational ecosystem, which will unlock massive new consumer demand for cultural tourism. This will drive notable growth in production orders for tourism-related products, including cultural and creative goods, intangible cultural heritage derivatives, and local specialty products. Relevant factories can prepare in advance by expanding into these categories to meet new demand.

2. The initiative brought popular online destination experiences to an offline market in Hangzhou, and consumers showed strong acceptance for merchandise featuring unique destination IPs. Factories can adjust their product design to center on popular destination IPs to align with current consumer demand.

3. Douyin's push to digitize the cultural tourism industry also offers insights for factories' own digital transformation. Factories can connect to the Douyin cultural tourism ecosystem to directly track shifts in consumer demand, adjust production based on actual needs, and advance their own digital upgrading.

The new cultural tourism strategy released by Douyin Life Service clarifies the new trend of online transformation in the cultural and tourism industry, and brings new business opportunities for travel and culture-related service providers. Key details are as follows:

1. The cultural and tourism industry is currently in a boom phase of converting online traffic into real growth for the real economy, with one million cultural tourism merchants across China needing to build operational capabilities adapted to the online ecosystem. This creates massive client demand for service providers, making it a new growth风口 for business expansion.

2. The core pain point for merchants right now is the inability to convert online exposure into stable revenue, and a lack of full-link operational capabilities. Douyin has already launched the LIFE+ Hospitality and Travel Industry Solution, and service providers can connect to the Douyin ecosystem, combine official solutions to provide merchants with supporting services such as operations and content marketing, and accurately resolve merchant pain points.

3. The Douyin ecosystem will cover multiple segmented scenarios including parent-child travel, vacations, rural cultural tourism, and intangible cultural heritage promotion going forward. Service providers can develop differentiated supporting services tailored to different scenarios to further expand their business footprint and capture more growth opportunities.

The new cultural tourism ecosystem strategy and approach released by Douyin Life Service offers a lot of actionable insights for other platform players. Key takeaways are as follows:

1. The core demands of cultural tourism merchants and consumers from platforms currently are traffic support, matching subsidies, and dedicated tool empowerment to help complete conversion from traffic to revenue. Platforms can align their cultural tourism services with these demands to better meet the needs of ecosystem partners.

2. Douyin's approach to ecosystem building is very clear: invest dedicated traffic and matching subsidies, partner with governments to launch consumption vouchers to stimulate spending, build a vertical industry-specific product matrix, combine year-round marketing for segmented scenarios, and add public welfare empowerment for rural cultural tourism. This full set of actionable strategies can serve as a reference for peer platforms.

3. Platforms building a cultural tourism ecosystem can adopt an online content plus offline experience model – for example, the concurrent offline experience market held in this initiative brings the platform closer to consumers. They can also adopt a regional first-launch approach, partner with local governments to advance activities based on local resources, reduce implementation difficulties, and expand the platform's influence.

The 2026 "Heartfelt Destination" strategy released by Douyin Life Service showcases new trends in the digital development of China's cultural and tourism industry, and provides a new typical case for industry research. Key insights are as follows:

1. In terms of industry trends, content platforms are now deeply engaging with the real economy of cultural tourism. No longer limited to only brand exposure, they are building a complete ecosystem through traffic support, matching subsidies and dedicated products to convert public domain online traffic into actual economic growth for the cultural tourism industry, while unlocking consumer demand in lower-tier markets and rural cultural tourism. This represents a new direction for the digitalization of the cultural tourism industry.

2. In terms of business model, Douyin has created a new business model for hospitality and travel services that follows the path of "content marketing – traffic conversion – product retention – long-term operation". Through a dedicated product matrix and industry solution, it helps merchants complete full-link operation, which is an innovation on the traditional cultural tourism service model.

3. This model of platforms co-building a cultural tourism ecosystem with governments and enterprises, while driving rural development and intangible cultural heritage protection, provides a reference for the formulation of relevant industrial policies, and offers a new feasible path to activate cultural tourism consumption and advance rural revitalization.