The "Off road China" launch event was successfully held in Beijing

Our dean Dai Bin, assistant secretary-general of the China Association of Automobile Manufacturers Li Guixin, standing committee member and propaganda minister Nie Ying of Jiamusi Municipal Party Committee, deputy mayor Liu Ying of Tongjiang Municipal People's Government, as well as relevant institutions such as the Investment Promotion Bureau of the Ministry of Commerce, the Automobile and Motorcycle Sports Management Center of the General Administration of Sport of China, the Equipment Industry Development Center of the Ministry of Industry and Information Technology, and the Beijing Automobile and Motorcycle Sports Association, and more than 90 representatives from more than 40 central and local media participated in this launch event.

Off road China "is a nationwide off-road vehicle cultural tourism series of activities centered around off-road cultural tourism and off-road vehicle consumption, aimed at the general public of off-road sports enthusiasts. The aim is to gather wisdom through forums and shape brands through competitions. Through government support and guidance, industry association standardization, and social capital operation, local characteristic cultural and tourism resources are organically combined with off-road vehicle culture to create a new business card for the city, cultivate new tourism brands, and turn the host city into a demonstration base for high-quality tourism development, showcasing the host city's comprehensive social governance capabilities and urban image to the outside world. The "Off road China" brand was founded by the China Tourism Research Institute and jointly advocated and initiated with the China Association of Automobile Manufacturers.

Dean Dai Bin pointed out in his speech that off-road meets tourism, and China moves forward in an orderly manner with vitality. He stated that China has a large base of car ownership, and in recent years, the number of off-road vehicle brands and ownership has gradually increased. The development of new business models has brought more possibilities for the people to enjoy life. He hopes to promote 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, with over 50% of holiday travelers driving themselves. 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 automotive industry and tourism is to find more application scenarios, continuously extend the automotive industry, cultivate more diverse and multi-level new models of the tourism industry, and promote the development of tourism destinations. Off road tourism is a new field that conforms to the direction of national new quality productivity cultivation and the people's better life. As a government research institution, the China Tourism Research Institute hopes to explore a new industry cultivation model that combines theory and practice with the China Association of Automobile Manufacturers. Through theoretical guidance and data support, we can jointly cultivate automotive off-road cultural tourism.

In his speech, Li Guixin stated that in the current context of economic globalization and rapid development of the tourism industry, the off-road related market has enormous potential and broad development prospects. Based on a common concept and vision, the China Association of Automobile Manufacturers and the China Tourism Research Institute will work together to promote the development of off-road vehicle cultural tourism in China.

Nie Ying shared the unique resources of Jiamusi City 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 by the end of the year.

In this event, the organizers also jointly released the "Off road China" IP. The China Tourism Research Institute and the China Association of Automobile Manufacturers held a strategic cooperation signing ceremony to jointly promote the integrated development of "automobile+tourism". The China Tourism Research Institute also released the "China Automobile Off road Cultural Tourism Development Report 2023".

Contribution | Editorial Department of China Tourism Review

Editor in Chief | Liu Xin Source | China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism) Please indicate the source when reprinting