Beijing Welcomes the World with 'Great Wall Hero' Campaign
Beijing's Invitation to the World Through Tourism
Beijing recently launched its "Great Wall Hero" 2025 Global Marketing Campaign, an initiative organized by the Beijing Municipal Bureau of Culture and Tourism. This event, held at the iconic Juyongguan Great Wall, aims to highlight the city's hospitality and its role as a leading global travel destination.
Enhanced Travel Policies for International Tourists
To make travel more convenient for international visitors, Beijing's tourism authorities have introduced innovative policies. Officials from the Entry-Exit Inspection Division of the Beijing Immigration Administration shared their success with a visa-free transit policy, allowing travelers easier entry into the city. Additionally, improvements in entry procedures and multilingual support have been established to help visitors navigate smoothly through the immigration process.
Beijing's tax refund system has also seen enhancements, with quicker processing times and more locations now available for refunds to international tourists. This upgrade, along with digital options for obtaining refunds, aims to create a more enjoyable shopping experience, allowing travelers to enjoy the city without hassle.
Increased International Visitor Numbers
As we look at the numbers, the results speak volumes. By the end of September, Beijing welcomed nearly 3.9 million foreign visitors, reflecting a 42.9% increase compared to the previous year. Monetary spending by these tourists reached an impressive USD 5.02 billion, showing a growth of 47.1%. This uptick highlights Beijing’s growing appeal on the global travel map.
Personal Stories from Global Influencers
The "Great Wall Hero" initiative, which began in 2016, has gained immense recognition internationally. This year, it featured influencers like Dominic from the UK and Cynthia from Mexico, who shared their unique experiences in Beijing. They toured key attractions, such as the Central Axis and traditional neighborhoods, offering authentic perspectives on visiting the city today.
Through their engagement, they illustrated the practicalities of traveling in Beijing, including the simplicity of entry procedures and the benefits of digitized travel services. Their blogs and videos have contributed stories that capture the essence of Beijing's dynamic culture and undeniable allure.
Winter Campaign Expanding Offerings
Capitalizing on previous successes, the Beijing Municipal Bureau of Culture and Tourism has rolled out new winter itineraries under the "New Discoveries in Beijing" banner. These ten thematic routes focus on winter activities, from ice sports to cultural celebrations, showcasing the city’s diverse beauty and spirited energy throughout the season.
Effectiveness of Social Media Engagement
The outreach of the "Great Wall Hero" campaign has significantly intensified via Visit Beijing's active presence on social media platforms. As of October 2025, the campaign amassed over 5 million followers and generated millions of impressions across its posts and videos, enhancing global awareness and engagement.
Three exclusive interview videos leading up to the campaign have also gone viral, attracting over 2 million views. In these videos, influencers share insights into architecture, photography, travel trends, and more, contributing valuable context and excitement for potential visitors to Beijing.
Beijing's Commitment to Global Tourism
According to Ms. Wang Yingjie, the Deputy Secretary-General of the Beijing Municipal People's Government, the "Great Wall Hero" initiative is designed to strengthen Beijing's international outreach across various industries. The aim is to create a welcoming environment for travelers to experience the rich cultural backdrop and modern vibrancy of this historic city.
With a warm and heartfelt invitation extended from the Great Wall, Beijing looks forward to welcoming the world, encouraging visitors to engage with its culture, traditions, and the myriad possibilities awaiting them.
Frequently Asked Questions
What is the purpose of the "Great Wall Hero" campaign?
The "Great Wall Hero" campaign aims to promote Beijing as a top global travel destination, showcasing its hospitality and unique offerings to international visitors.
How has Beijing improved travel for international visitors?
Beijing has introduced a visa-free transit policy, enhanced entry procedures, and improved its tax refund system for travelers, making visits more convenient.
What notable figures participated in this year's campaign?
This year's campaign featured influencers like Dominic from the UK and Cynthia from Mexico, who shared their experiences exploring Beijing.
What new attractions are being promoted this winter?
The "New Discoveries in Beijing" campaign launched ten winter routes showcasing activities like ice sports and cultural festivals in the city.
How successful has the campaign been on social media?
The campaign has successfully attracted over 5 million followers and generated significant engagement, highlighting its effectiveness in reaching a global audience.
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