The "Off-Road China" launch event was successfully held in Beijing

On the morning of July 24, the "Off-Road China" launch event was held in the multi-function hall of Building No. 1, South District, Ministry of Culture and Tourism, jointly sponsored by China Tourism Academy, China Association of Automobile Manufacturers, Jiamusi Municipal Committee of the Communist Party of China, and Jiamusi Municipal People's Government, and hosted by Tongjiang Municipal Committee of the Communist Party of China and Tongjiang Municipal People's Government. The theme of the event was "'Off-Road China' Launch - Jiamusi Tongjiang Ice and Snow Off-Road Tour".

More than 90 people, including the president of our institute Dai Bin, the assistant secretary-general of China Association of Automobile Manufacturers Li Guixin, the member of the Standing Committee of Jiamusi Municipal Party Committee and Minister of Propaganda Department Nie Ying, the deputy mayor of Tongjiang Municipal People's Government Liu Ying, as well as the Investment Promotion Bureau of the Ministry of Commerce, the Automobile and Motorcycle Sports Management Center of the General Administration of Sports of China, the Equipment Industry Development Center of the Ministry of Industry and Information Technology, the Beijing Automobile and Motorcycle Sports Association and other relevant institutions and some off-road vehicle organizations, and representatives from more than 40 central and local media, attended the launch event.

"Off-Road China" is a series of national off-road automobile cultural tourism activities centered on off-road cultural tourism and off-road vehicle consumption, and is aimed at mass off-road sports enthusiasts. It aims to gather wisdom through forums and build brands through events. Through government support and guidance, industry association regulations, and social capital operations, it will organically combine local cultural and tourism resources with off-road vehicle culture, create a new business card for the city, cultivate a new tourism brand, and build the host city into a demonstration base for high-quality development of the tourism industry, showing the host city's comprehensive social governance capabilities and city image. The "Off-Road China" brand was created by the China Tourism Research Institute and jointly advocated and initiated with the China Association of Automobile Manufacturers.

President Dai Bin pointed out in his speech that off-road meets tourism, and a vibrant China is moving forward in an orderly manner. He said that China has a large base of car ownership. In recent years, the number of off-road vehicle brands and ownership has gradually increased. The development of new formats has brought more possibilities for the people to enjoy life. He hopes to advocate a more dynamic, fashionable and popular new way of car life through off-road vehicles. At the same time, tourism has entered the lives of the general public. More than 50% of people traveling during holidays travel by car. The "car + tourism" model is full of infinite possibilities. When production and manufacturing are no longer a problem, the focus of the integrated development of the automobile industry and tourism is to find more application scenarios, so that the automobile industry can continue to extend, cultivate a new model of tourism industry that is more colorful and more diverse, and promote the development of tourist destinations. Off-road tourism is a new field that conforms to the national direction of cultivating new quality productivity and the people's good life. As a government research institution, the China Tourism Research Institute hopes to explore a new model of industry cultivation that combines theory and practice with the China Association of Automobile Manufacturers, and jointly cultivate automobile off-road cultural tourism through theoretical guidance and data support.

Li Guixin said in his speech that in the current context of economic globalization and rapid development of the tourism industry, the off-road related market has huge potential and broad development prospects. Based on common ideas and visions, the China Association of Automobile Manufacturers and the China Tourism Academy will work together to promote the development of off-road automobile cultural tourism in China.

Nie Ying shared Jiamusi City’s unique resources in ice and snow tourism and off-road culture, and proposed a development plan to launch the “Off-Road China” ice and snow tour in Jiamusi Tongjiang City at the end of the year.

During this release event, the organizers also jointly released the "Off-road China" IP. The China Tourism Academy and the China Association of Automobile Manufacturers held a strategic cooperation signing ceremony to jointly promote the integrated development of "auto + tourism". The China Tourism Academy also released The "China Automobile Off-Road Cultural Tourism Development Report 2023" was published.

Source: Editorial Department of China Tourism Review

Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting