Storytelling through travel

This collaborative approach reflects a shift in how local governments engage in cultural tourism promotion.

Liu Haoran, an official at the Qiqihar municipal bureau of culture, radio, television, and tourism, says the change is profound. "In the past, it was 'I'll tell you what we have.' Now it has become, 'What do you want to see?'" Liu says.

As online culture reshapes expectations, Liu believes that emotional resonance, authenticity, warmth, and youth-friendly language are increasingly important tools for tourism promotion. "This era presents a big challenge for cultural tourism departments, as well as a huge opportunity," he says.

In one of this season's episodes set in Qiqihar — hometown of guest Shen Teng — the show uses his affection and familiarity with the city to give viewers an intimate first-person experience of its food and scenery.

"Qiqihar has two signature identities," Liu explains. "One is our ecological identity: the Zhalong National Nature Reserve is the world's largest breeding habitat for wild red-crowned cranes. These birds have stringent environmental requirements, so visitors can feel the harmony between humans and nature.

"The second identity is food," Liu continues. "Qiqihar is a multiethnic region. Our famous barbecue tastes so good because it blends techniques from different ethnic groups, including Korean, Manchu, and Mongolian traditions."

Sitting at 47 degrees north latitude, Qiqihar hosts a globally recognized "golden zone" for cattle raising, which contributes to its renowned beef. The city now has more than 11,000 barbecue restaurants, with nearly 13,000 more outside the region operating under the name "Qiqihar barbecue".

After the episode aired, Liu says many viewers began planning trips to the city. "As locals, we're thrilled. We hope to turn this huge wave of online attention into authentic, joyful travel experiences," Liu says.

To welcome visitors, Qiqihar has enhanced tourism services at key transportation hubs and launched five curated travel routes, along with winter events ranging from ice hockey to snow-camping festivals.