Beijing Launches “Great Wall Hero” Campaign to Attract Global Visitors

A major global marketing initiative, the “Great Wall Hero” 2025 campaign, was launched today at the historic Juyongguan Great Wall in Beijing. Organized by the Beijing Municipal Bureau of Culture and Tourism and the Changping District Bureau of Culture and Tourism, with support from partners like Mastercard and JW Marriott Hotel Beijing Central, the event showcased new measures aimed at enhancing travel convenience for international visitors. Under the theme “Beijing’s Invitation to the World“, the campaign reflects the city’s commitment to promoting its hospitality and status as a premier travel destination.

Enhancing Visitor Experience

During the event, representatives from Beijing’s tourism authorities outlined several initiatives designed to make travel easier for international guests. The Entry-Exit Inspection Division of the Beijing Immigration Administration reported promising results from its 240-hour visa-free transit policy, which has improved entry procedures and multilingual support. Additionally, the Beijing Municipal Tax Service announced upgrades to the tax refund system, featuring faster processing times, more refund locations, and fully digital options for travelers.

As of September 2025, Beijing welcomed 3.884 million overseas visitors, marking a significant year-on-year increase of 42.9%. Spending by foreign tourists reached USD 5.02 billion, a rise of 47.1% compared to the previous year, demonstrating the city’s growing appeal as a travel destination.

Global Influencers Share Their Experiences

The “Great Wall Hero” initiative has gained recognition as one of Beijing’s most prominent international tourism brands since its inception in 2016. This year’s campaign featured notable influencers, including Dominic from the UK, the 2020 “Great Wall Hero,” and Cynthia from Mexico, the 2025 “Great Wall Hero.” They explored various cultural sites, including the Beijing Central Axis and traditional hutongs, sharing their experiences of the city’s vibrant culture and modern conveniences, such as the ease of visa-free entry and the use of digital payment systems.

In addition to showcasing the city’s hospitality, the campaign introduced ten new “Winter Charm of Beijing” routes, building on the earlier “New Discoveries in Beijing” initiative. These itineraries highlight Beijing’s winter activities, including ice sports, festive events, and cultural heritage, presenting a diverse view of the city’s seasonal attractions.

The campaign’s reach has been significantly bolstered through social media platforms. As of October 2025, the official Visit Beijing accounts amassed 5.27 million followers, generating approximately 410 million impressions and over 130 million video views. Exclusive interview videos featuring international photographers and travel influencers have collectively attracted more than 2 million views, enhancing the campaign’s visibility and engagement.

Ms. Wang Yingjie, Deputy Secretary-General of the Beijing Municipal People’s Government, emphasized the initiative’s goal of fostering international collaboration across various sectors, including tourism, culture, and communications. She stated that the “Great Wall Hero” campaign aims to build bridges for global travelers, inviting them to experience the rich culture and dynamic energy of Beijing.

As the campaign unfolds, Beijing extends a heartfelt invitation to the world, encouraging travelers to immerse themselves in its cultural offerings and discover the myriad possibilities that the capital has to offer.