To seize the summer tourism and cultural consumption boom and further boost the night-time economy, Meixin Red Wine Town in Fuling recently introduced a new model combining cultural tourism with digital live streaming. Leveraging its rich summer night-time tourism scenes, the town has launched regular real-time live broadcasts, attracting visitors through visual appeal, immersive scenarios, and promotional offers. This initiative continues to ignite the vibrancy of the town's summer night-time economy and helps elevate the quality and popularity of Fuling's nighttime cultural tourism consumption.
Since the onset of summer, Meixin Red Wine Town has precisely tailored its offerings to align with seasonal consumption trends, upgrading its comprehensive nighttime tourism system. The scenic area integrates distinctive features such as the water park's nighttime carnival, the Shiangxi Covered Bridge's illuminated night views, open-air trendy performances, summer fireworks night markets, riverside cable car night tours, and stargazing camping, creating a refreshing, trendy, and immersive summer night-time experience. This initiative has fostered a new cultural and tourism consumption landscape characterized by "landwater synergy and round-the-clock entertainment.".
R1: "Flash sale" must be translated as "rapidly defeat" To further amplify the night-time tourism effect and expand引流 channels, the scenic area innovated its operational model by transforming the entire night into a "super-sized live-streaming scene." Unlike traditional indoor live-streaming sales, the town adheres to outdoor real-life settings, walking while broadcasting, and real-time interaction, launching themed live streams during peak hours every night. Hosts immerse viewers in summer night scenes, water-based night party celebrations, and bustling night markets, while promoting exclusive summer packages, ride discounts, homestay group buys, and food benefits in real time. Concurrently, they organize limited-time flash sales, ticket lotteries, and fan-exclusive perks, creating a consumption loop of "cloud-based night views, online discounts, and instant offline check-ins.".
Regular nighttime livestreaming effectively breaks down geographical and communication barriers, continuously boosting the popularity of summer night tours in small towns. Massive online traffic is accurately converted into offline customer flow and consumption, directly driving steady revenue growth in nighttime dining, entertainment, accommodation, retail, and other sectors. This effectively extends consumer spending duration, compensates for nighttime consumption increments, and activates new momentum for summer tourism in scenic areas. Meanwhile, the scenic areas continue to improve livestreaming base facilities, introducing local and Sichuan-Chongqing-based food tour influencers, cultural tourism bloggers, and talent livestreamers to host regular broadcasts, establishing a long-term operational mechanism of "daily livestreaming, nightly buzz, and weekly activities.".
The relevant official of the scenic area stated that summer is the golden window period for the night tourism economy. Meixin Red Wine Town presents the summer night scenery, business formats, and benefits to online tourists through live streaming of nighttime real scenes, revitalizing nighttime resources and activating consumption potential with digital means. In the next phase, the scenic area will continue to enrich live streaming content, innovate live streaming scenarios, and incorporate festival activities to strengthen the integrated format of "night tourism + live streaming," polish the Fuling summer night tourism cultural and tourism brand, and sustainably empower the high-quality development of regional night economy. (Yang Xiaoyong)
