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Introduction to the 'Great Wall Hero' Campaign

On October 24, 2025, the Beijing Municipal Bureau of Culture and Tourism inaugurated its ambitious global marketing campaign, titled the 'Great Wall Hero' 2025, amidst the ancient splendor of the Juyongguan Great Wall. This initiative, co-organized with the Changping District Bureau of Culture and Tourism and the Beijing Changping Cultural Tourism Development Group Co., Ltd., aims to entice a wider audience to explore the wonders of Beijing under the theme "Beijing's Invitation to the World."

Enhancing International Travel Experience

The spotlight of the event was on Beijing's determination to make travel smoother and more welcoming for international tourists. Officials from the Entry-Exit Inspection Division of the Beijing Immigration Administration showcased the successful rollout of the 240-hour visa-free transit policy, aimed at facilitating easier entry. Improvements in entry procedures, including enhanced multilingual support, have also been introduced.
The Beijing Municipal Tax Service revealed significant upgrades to the city's tax refund system, which now features expedited processing and additional refund locations. This ensures a more streamlined and hassle-free shopping experience for visitors. With these new initiatives, Beijing welcomed around 3.884 million overseas travelers by the end of September 2023, marking a 42.9% growth compared to the previous year.

Global Influencers and Their Experiences

This year's campaign warmly welcomed global influencers to share their travel stories. Among them were Dominic, the 2020 'Great Wall Hero' from the UK, and Cynthia from Mexico, who was named the 2025 'Great Wall Hero'. Together, they embarked on a cultural journey exploring the vibrant Beijing Central Axis, meandering through the city's ancient hutongs, and engaging in traditional craftsmanship. Their stories unfolded a narrative of ease, accessibility, and authentic experiences available for travelers, showcasing how digital payments and smart tourism services are transforming the visitor experience.

Launch of Winter Routes

In an exciting extension of the earlier campaign's successes, the Beijing Municipal Bureau of Culture and Tourism rolled out an array of ten new winter-themed itineraries, titled "Winter Charm of Beijing." These routes emphasize unique seasonal experiences, including ice sports, festive activities, and exploration of heritage sites, providing a rich tapestry of activities that reflect the city's stunning winter beauty and contemporary vibrancy.

Social Media Engagement

The reach of the 'Great Wall Hero' campaign has expanded globally, effectively utilizing Visit Beijing's social media platforms. As of October 2025, these channels boast 5.27 million followers and have generated 410 million impressions and 130 million video views. Videos featuring influential figures like Randy and Spencer VanDerStarren and discussions on global travel trends tied to Mastercard have further amplified the campaign's visibility, demonstrating strong social momentum leading up to the event.

Beijing's Commitment to Cultural Exchange

Emphasizing the importance of international collaborations, Wang Yingjie, Deputy Secretary-General of the Beijing Municipal People's Government, highlighted the campaign's broader goals. These include encouraging synergy in culture, tourism, transportation, payment systems, and communication—creating an inviting bridge for travelers to engage with the rich heritage and modern rhythm of Beijing.
From the majestic Juyongguan Great Wall, Beijing sends out a heartfelt invitation to the world, urging everyone to explore its culture, experience its warmth, and uncover the endless possibilities that await them. The 'Great Wall Hero' campaign represents not just an invitation to visit but a celebration of interactions, stories, and connections that transcend borders, making Beijing a global crossroads of travel and cultural exchange.