3
中国旅游海外推广网
北京兴旅国际传媒有限公司
Host Unit:
www.travelchina.org.cn
Beijing Sunny International Communications Ltd.
文化和旅游部国际交流与合作局
Guiding Unit :
Bureau of International Exchanges and
Cooperation of the Ministry of Culture and Tourism
指导单位：
主办单位：
扫一扫，观看现场大片
目 录
CONTENTS
02
04
10
24
38
66
前言
Foreword
领导支持
Leadership Support
活动品牌
Event Brand
活动成果
Event Results
活动宣推
Event Promotion
活动筹备
Event Preparation
2
“中国最美四季”全球营销活动，是中国文旅业界针对海外市场展开的重大
营销拓界探索。在文化和旅游部指导，文旅业界支持，全球游客参与下，活动甫
一推出即在品牌影响、作品征集和营销推广上取得扎实而突出的成果。
品牌价值突出。2021 年，中国旅游海外推广网、北京兴旅国际传媒有限公
司主办的第一季活动，活动参与度高，参选作品优质，评审严谨专业，宣传推广
多元立体，海内外反响热烈，在业界得到巨大的关注和支持。“中国最美四季”
品牌影响力和品牌美誉度初步建立，成为中国旅游境外营销的重要平台。
作品成果显著。经过为期 8 个月的作品征集、展播和专家评审，近 50 个国
家和地区不同行业、不同群体的近 4000 名创作者参与 2021 活动，征集近万幅
原创摄影图片和 260 多部视频作品，最终评选出优秀视频作品 10 部，优秀摄影
作品 40 幅。创作者涵盖数十种职业，作品内容覆盖中国 286 个城市。
营销成果巨大。2021 活动宣传推广反响热烈。党政央媒、驻海外中国文化
中心和旅游办事处、海外新媒体集群、各省区市文化和旅游厅局官方宣传平台、
优质创作者自媒体等对活动持续报道和联合营销，实现 50 多个国家的海外买家
直推，覆盖重要入境客源市场，最终实现全球触达人群突破五千万的营销成果。
2022“中国最美四季”全球营销活动业已启动。在这个凝聚世界游客对中
国热爱的舞台上，让我们向世界发出中国的声音——“美丽中国欢迎您！”
前 言
FOREWORD
中国旅游海外推广网
www.travelchina.org.cn
3
The global marketing campaign "China's Most Beautiful Four Seasons" is a major
marketing exploration by the Chinese cultural and tourism industry targeting overseas
markets. Under the guidance of the Ministry of Culture and Tourism, the support of the
cultural and tourism industry, and the participation of tourists from all over the world, the
event has achieved solid and outstanding results in brand influence, collection of works
and marketing promotion as soon as it was launched.
Brand value is outstanding. In 2021, the first season of activities hosted by China
Tourism Overseas Promotion Network and Beijing Xinglv International Media Co., Ltd. has
a high degree of participation, high-quality entries, rigorous and professional evaluations,
and multi-dimensional publicity and promotion. Huge attention and support. The brand
influence and brand reputation of "China's Most Beautiful Four Seasons" have been
initially established, and it has become an important platform for overseas marketing of
Chinese tourism.
The work has achieved remarkable results. After 8 months of work collection,
exhibition and expert review, nearly 4,000 creators from different industries and groups
in nearly 50 countries and regions participated in the 2021 event, collecting nearly
10,000 original photographic pictures and more than 260 video works. 10 excellent video
works and 40 excellent photography works were selected. The creators cover dozens of
occupations, and the content of the works covers 286 cities in China.
Marketing results are huge. The publicity and promotion of the 2021 event received
enthusiastic response. Party and government central media, overseas Chinese cultural
centers and tourism offices, overseas new media clusters, official publicity platforms
of the cultural and tourism bureaus of various provinces, autonomous regions and
municipalities, and high-quality creators’ self-media continued to report and jointly
market the event, achieving more than 50 events. The country's overseas buyers
directly push, covering important inbound tourist source markets, and finally achieve the
marketing results of reaching more than 50 million people worldwide.
The 2022 "China's Most Beautiful Four Seasons" global marketing campaign has
been launched. On this stage where tourists from all over the world love China, let us
send the voice of China to the world - "Beautiful China welcomes you!"
4
领导支持
Leadership Support
5
我代表文化和旅游部向“中国最美四季”活动的成功举办表
示热烈祝贺。希望活动进一步扩大影响力，也希望更多文化和旅
游机构以及旅游爱好者加入到传播美丽中国的队伍中来，为讲好
中国故事，传播好中国声音，展现真实、立体、全面的中国做出
更大贡献。
我宣布：2022“中国最美四季”第二季活动全球启动！
文化和旅游部副部长 张旭
Zhang Xu, Vice Minister of the Ministry of
Culture and Tourism
On behalf of the Ministry of Culture and Tourism,
I would like to extend my warm congratulations to the
successful holding of the "China's Most Beautiful Four
Seasons" event. It is hoped that the event will further
expand its influence, and that more cultural and tourism
institutions and tourism enthusiasts will join the team
of spreading the beauty of China, so as to tell Chinese
stories, spread Chinese voices, and show a true,
three-dimensional and comprehensive China. greater
contribution.
I announce: The second season of the 2022 "China's
Most Beautiful Four Seasons" event will be launched
globally!
6
“中国最美四季”活动是文化和旅游部在新冠疫情背景
下，为保持海外营销热度，针对海外市场推出的重要营销举措。
2021“中国最美四季”活动反响热烈，取得良好效果。希望业界
以此为契机，继续推动美丽中国的海外营销，创新营销事业，让中
国旅游的海外营销工作取得更高质量的发展。
文化和旅游部国际交流与合作局
副局长 郑浩
Zheng Hao, Deputy Director of the Bureau
of International Exchanges and Cooperation
of the Ministry of Culture and Tourism
The "China's Most Beautiful Four Seasons" campaign
is an important marketing measure launched by the
Ministry of Culture and Tourism for overseas markets in
order to maintain the popularity of overseas marketing in
the context of the new crown epidemic. The 2021 "China's
Most Beautiful Four Seasons" activity received enthusiastic
responses and achieved good results. It is hoped that the
industry will take this opportunity to continue to promote
the overseas marketing of Beautiful China, innovate the
marketing business, and make the overseas marketing of
Chinese tourism achieve higher quality development.
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8
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2021“中国最美四季”营销活动，为中国旅游品牌推广、产
品营销打开了新局面，开拓了国际传播新渠道。主办单位将在国
际交流与合作局的指导下、文旅业界同仁的支持和国内外旅游爱
好者参与下，充分拓展“中国最美四季”品牌价值，持续传播中
国文化，推广旅游资源，吸引更多的海外旅游者来华旅游。
感谢各界对“中国最美四季”活动的指导、参与和支持！
北京兴旅国际传媒有限公司
总经理 贺荣仙
He Rongxian, General Manager of Beijing
Sunny International Communications Ltd.
The 2021 "China's Most Beautiful Four Seasons"
marketing campaign has opened up a new situation
for China's tourism brand promotion and product
marketing, and opened up new channels for international
communication. Under the guidance of the International
Exchange and Cooperation Bureau, the support of
colleagues in the cultural and tourism industry, and the
participation of domestic and foreign tourism enthusiasts,
the organizer will fully expand the brand value of "China's
Most Beautiful Seasons", continue to spread Chinese
culture, promote tourism resources, and attract more. of
overseas tourists visit China.
Thank you from all walks of life for your guidance,
participation and support for the "China's Most Beautiful
Four Seasons" event!
12
宣传片
Promotional Video
13
国内顶级视频制作机构为“中国最美四季”策划品牌宣传片提供创意和
制作。开篇通过搜索引擎展示世界对中国的疑问，之后用三星堆的“眼睛”
符号，开启探索中国不同区域、不同地貌、不同文化之旅。
The top domestic video production agency provides creativity
and production for the "China's Most Beautiful Four Seasons"
planning brand promotional video. The first chapter shows the
world's questions about China through search engines, and then
uses the "eye" symbol of Sanxingdui to start a journey to explore
different regions, landforms and cultures in China.
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宣传片中呈现 2021“中国最美四季”征集的短视频、摄影作品
精彩片段，契合“中国最美四季”品牌海外传播的官方形象，利于
广大受众读懂活动价值，全面提升“中国最美四季”的品牌价值和
传播意义。
The film presents the short videos and highlights of the
photographic works collected by "China's Most Beautiful
Four Seasons" in 2021. The short film fits the official image
of the overseas dissemination of the "China's Most Beautiful
Four Seasons" brand. brand value and communication
significance.
15
“中国最美四季”宣传片
Promotional Video of the BEST SEASON TO TRAVEL IN CHINA
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4000 位创作者
4000 creators
50 多个国家
More than 50 countries
8200 余部作品
More than 8200 works
“中国最美四季”宣传片
Promotional Video of the BEST SEASON TO TRAVEL IN CHINA
17
268 个城市
268 cities 穿越春夏秋冬
Throughout the four seasons
全球触达超 1000 万
Reach over 10 million worldwide
50 多个国家
More than 50 countries
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“中国最美四季”宣传片
Promotional Video of the BEST SEASON TO TRAVEL IN CHINA
19
20
兴旅传媒成功推出“中国最美四季”品牌，打造品牌视
觉系统，成为展示中国文化和旅游资源的最佳载体。
根据“中国最美四季”品牌视觉系统，设计制作活动线
上专题、报名客户端、长图征集帖和“优秀作品发布会”的
主视觉；贯穿优秀作品和优秀组织单位的奖杯、证书、聘书
等品牌营销物料的设计；应用延伸至品牌宣传折页、优秀作
品集锦、现场图片展陈等营销物料的设计制作。
主视觉
Key Vision
21
Xinglv Media successfully launched the "China's Most Beautiful Four Seasons"
brand, created a brand visual system, and became the best carrier to display
Chinese culture and tourism resources.
According to the brand visual system of "China's Most Beautiful Four
Seasons", design and produce the main visual of online special events, registration
clients, long-picture collection posts and "Excellent Works Conference"; trophies,
certificates, letters of appointment, etc. that run through excellent works and
excellent organizational units Design of brand marketing materials; the application
extends to the design and production of marketing materials such as brand
promotion foldouts, outstanding works collections, and on-site picture exhibitions.
22
现场布置 site layout
23
公司启动了“最美四季”商标的注册申请工作，并完成注册。
The company started the registration application for the "Most
Beautiful Four Seasons" trademark and completed the registration.
商标
Trademark
第 54916423 号
北京市东城区建国门内大街甲9号1351室
注 册 人 北京兴旅国际传媒有限公司
注册人地址
注 册 日 期 有 效 期 至 2031年11月06日
局 长
发 证 机 关
观光旅游运输服务；礼品包装；物流运输；旅行陪伴；旅行预订；安排旅行；为个人和团体
协调旅行安排；组织旅行；快递服务（信件或商品）；运输（截止）
核定使用商品/服务项目 （国际分类：39）
第 39 类：
2021年11月07日
26
2022 年 1 月 14 日， 2021“中国最美四季”优秀作品发
布会在文化和旅游部南区黄河厅举办，现场公布了 2021“中
国最美四季”公布优秀作品、优秀组织单位名单。
On January 14, 2022, the 2021 "China's Most
Beautiful Four Seasons" excellent works conference
was held in the Yellow River Hall in the Southern District
of the Ministry of Culture and Tourism. The 2021
"China's Most Beautiful Four Seasons" announced the
list of outstanding works and excellent organizational
units.
27
优秀作品发布会现场 Excellent works conference site
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评委会专家沈虹发言
The jury expert Shen Hong made a speech
29
北京市文化和旅游局副局长庞薇参会
Pang Wei, Deputy Director of Beijing Municipal Bureau of
Culture and Tourism, attended the meeting
故宫博物院书记都海江参会
Du Haijiang, Secretary of the Palace Museum, attended the meeting
30
张旭副部长颁发优秀组织单位
Vice Minister Zhang Xu awarded the Excellent Organizational Unit
31
文化和旅游部副部长张旭出席并发表重要讲话，为优秀组织单位、优秀
作品创作者代表颁发荣誉证书。主办方北京兴旅国际传媒总经理贺荣仙公布
2021“中国最美四季”优秀作品名单，并为“中国最美四季”特约摄影师颁
发聘书，评审专家代表、“优秀组织”单位代表、“外文导游话四季”优秀作
品创作者代表现场发言。
Zhang Xu, Vice Minister of Culture and Tourism, attended and
delivered an important speech, and issued honorary certificates
to representatives of outstanding organizations and creators of
outstanding works. He Rongxian, general manager of Beijing Xinglv
International Media, the organizer, announced the list of outstanding
works of "China's Most Beautiful Four Seasons" in 2021, and issued
letters of appointment to special photographers for "China's Most
Beautiful Four Seasons". "Representatives of outstanding work
creators spoke at the scene.
评委颁发优秀作品 Judges present outstanding works
贺荣仙总经理颁发特约摄影师 General Manager He Rongxian
awarded the special photographer
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2021“中国最美四季”优秀作品发布
会结束时，文化和旅游部副部长张旭宣布：
2022“中国最美四季”第二季活动全球启动！
At the end of the 2021 "China's
Most Beautiful Four Seasons" excellent
works conference, Zhang Xu, Vice
Minister of Culture and Tourism
announced that the second season
of 2022 "China's Most Beautiful
Four Seasons" event will be launched
globally!
34
35
领导与参会代表合影 Group photo of leaders and delegates
36
37
张旭副部长会见参会人员
Vice Minister Zhang Xu meets with participants
38
40
文化和旅游部官网
Official website of the Ministry of Culture and Tourism
新闻宣发
News Release
41
人民网
People.cn
42
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2021“中国最美四季”活动的官方信息在
党政央媒新闻媒体平台，中央、地方文化和旅游
媒体，商业及行业媒体平台，国际旅游组织官网，
中国驻海外文化中心，旅游办事处官方平台，兴
旅传媒全球新媒体矩阵等 100 余家媒体上集中
发布。
The official information of the 2021
"China's Most Beautiful Four Seasons"
event is available on the central/
local cultural and tourism media, the
news media platform of the party and
government central media, the commercial
and industry media platform, the official
website of the International Tourism
Organization, the official platform of the
Chinese cultural center overseas, and the
official platform of the tourism office. It
was released on more than 100 media
including Xinglu Media Global New Media
Matrix.
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REC 外文导游话四季
短视频
营销成果
Marketing Results
45
46
摄影作品 Photography
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《马踏风烟》Horse in the Wind
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《赫哲族的传统节日乌日贡》
Wuri-gong- Traditional
Festivity of Hezhe People
