'Great Wall Hero' 2025 Global Marketing Campaign - Beijing's Invitation to the World

Here’s a detailed overview of the “Great Wall Hero” 2025 Global Marketing Campaign – Beijing’s Invitation to the World, based on the official release:

Campaign Overview
The “Great Wall Hero” 2025 campaign is a flagship international tourism initiative hosted by the Beijing Municipal Bureau of Culture and Tourism, co-organized by the Changping District Bureau of Culture and Tourism and the Beijing Changping Cultural Tourism Development Group Co., Ltd., with support from Mastercard and JW Marriott Hotel Beijing Central.

Key Highlights
- Event Location: Held at the majestic Juyongguan Great Wall, symbolizing Beijing’s cultural heritage and global openness.
- Theme: “Beijing’s Invitation to the World” – showcasing the city’s hospitality, travel convenience, and international appeal.

Travel Facilitation Measures
- Visa-Free Transit: Strong results from the 240-hour visa-free policy.
- Entry Improvements: Enhanced multilingual guidance and streamlined procedures.
- Tax Refund System: Faster processing, more refund locations, and digital options for overseas visitors.
- Tourism Growth: As of September 2025, Beijing welcomed 3.884 million overseas visitors, with USD 5.02 billion in foreign traveler spending.

Influencer Engagement
- Featured global influencers like Dominic (UK) and Cynthia (Mexico), who explored Beijing’s Central Axis, hutongs, and traditional crafts.
- Shared real stories of travel ease, digital payments, and cultural richness.

Winter Routes Launch
- Ten new “Winter Charm of Beijing” itineraries introduced, highlighting:
- Ice and snow sports
- Festive celebrations
- Heritage landmarks

Social Media Reach
- Visit Beijing’s six overseas platforms:
- 5.27 million followers
- 3,936 posts
- 410 million impressions
- 130 million video views
- 22.36 million engagements

- Pre-event videos featured:
- Canadian photographers Randy and Spencer VanDerStarren
- U.S. architect Jim Spear
- Hungarian writer Peter Szucs
- Mastercard executive Quim Martinez

Strategic Vision
Ms. Wang Yingjie, Deputy Secretary-General of the Beijing Municipal People’s Government, emphasized the campaign’s role in building bridges across culture, tourism, transportation, payments, and communications.

From the Juyongguan Great Wall, Beijing extends a heartfelt invitation to the world — to experience its warmth, vitality, and timeless charm.