The Suzhou Bureau of Culture, Radio, Television and Tourism recently held a news conference in the city to celebrate the completion of a two-year marketing campaign that targeted tourists in North America and Europe via social media.

The bureau's four official accounts on popular social networking platforms, namely, Facebook, Twitter, Instagram, and YouTube attracted an extra 160,000 followers over the past two years, exceeding 1 million in total.

The marketing campaign provided potential inbound travelers with first-hand and in-depth travel experience of Suzhou via photos, short videos and livestreams.

As the outbreak of COVID-19 has restricted inbound and outbound tourism market, the bureau has also adjusted its marketing strategies, to promote online targeting overseas market and organize offline events to attract expats who are already settled in China. Meanwhile, the bureau has cooperated with domestic travel agencies to create tailor-made tour products for expats, in various themes such as culture, art and outdoor activities.

The bureau has also produced a series of short videos about travel stories of media and influencers and about expats living in Suzhou to share their experience of how to live like a local. Those in North America and Europe are likely to be interested in Suzhou after watching these on social media.

"Our official accounts on four major social platforms help us to present the beauty of Suzhou toward a wide range of potential inbound travelers. Content is paramount. We've made different promotional themes for each month, season and some important traditional Chinese festivals," said Wang Rudong, an official from the bureau.

"Many expats are familiar with how to travel in China, and they like to be independent visitors. They have the spirit to explore. For us, the challenge is to design an appealing itinerary, such as hiking routes that connect cultural sites in Suzhou, to attract them."