Qyer.com: Focusing on the Characteristics of Gen Z Tourists and Promoting High-Quality Development of Ice-Snow Tourism

With the Beijing 2022 Olympic Winter Games approaching, ice and snow sports have attained a  new and an even higher level of popularity. Beijing, Jilin, Changbai Mountains, Chongli, Harbin, Altay and other places have become popular destinations for winter ice and snow tourism. According to the big data of Qyer.com, since November 2021, the popularity of ice-snow tourism has been rising, along with notable growth of skiing-related tourism experiences. The new trend has also won the favor of young people under the age of 30, with young skiers accounting for nearly 50% of the total. The opening of a number of indoor ski resorts has provided convenience for skiing lovers in southern China. The tourism sector thus faces a common topic now: how to attract the young travelers of Generation Z, encourage more people to experience ice and snow sports, and promote the development of domestic ice and snow tourism.

Recently, Jilin City, Jilin Province has witnessed 2021 World Tourism Alliance · Beidahu Dialogue with the theme of "Promoting High-quality Ice-snow Tourism Development, Building World-class Ski Resort Destination". Mika Cui, co-founder of Top-World and Qyer.com, focused on the travel characteristics of Generation Z, and shared her own views on how tourism platforms shall empower ice and snow tourism, based on her insight into Generation Z and years of rich experience in destination marketing.

As a lifestyle and travel sharing platform for numerous young people, Qyer.com has found that young people of Generation Z have three major characteristics. First, a large number of them prefer to travel independently. Second, their travel is inspired by interest, and most trips are personalized. Third, their tourism highlights cultural elements and experiences. Based on these characteristics, Jilin can focus on promoting skiing tourism of Songhua Lake and Beidahu, leverage rich and diverse resources in the region, such as skiing + hot springs, food, rime, meteorites, to comprehensively attract Generation Z tourists, and then a greater variety of travelers.

During the dialogue, Wang Lu, mayor of the People's Government of Jilin City, released the "Implementation Outline of Building Jilin City into a 'World-class Ski Resort City' ". In terms of the seven major tasks mentioned in the implementation outline, Qyer.com is ready to leverage its strengths.

Mika Cui noted that over the years, Qyer.com has, with an international vision, reliable and loyal users, high-quality content and other strengths, served nearly 100 destinations at home and abroad for marketing and promotion. Qyer.com will build a bridge of communication with international ski destinations, enhance exploration and exchanges among cities in ice-snow sports, tourism, culture and other aspects.

Secondly, with the robust development of ice and snow tourism, the shortage of relevant talents can not be ignored. In 2012, Qyer.com launched an IP project named "Light Year Project", helping thousands of young people fulfill their travel dreams. In this way, Qyer.com can, based on its reliable and loyal users, launch "Volunteer Plan" to attract young groups with rich travel experience. In addition to enhancing their social practice, it can improve the overall service level of the region, let more young people experience skiing and develop an interest in ice-snow sports, and tap the potential of more customer groups.

Thirdly, integrated marketing is an important method of destination promotion. Qyer.com will not only strengthen cooperation with tourism platforms, content platforms and travel operators, but also focus on utilization of local media convergence resources. Media-convergence projects offer reliable channels for long-term and orderly local communication. Thus, external promotion should be transformed into internal traffic, while offline activities should provide highlights for online communication. In addition, local media convergence should cultivate a matrix of accounts in multiple fields to realize symbiosis and common development of platforms and media convergence with the help of platform traffic, eventually contributing to the brand influence with the theme of "Winter Olympics in Beijing, Experience in Jilin".