15th Five-Year Plan Shifts ICH Communication From Popularization to Effectiveness
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The plan shifts ICH communication from exposure volume toward participation and tangible benefit, clarifying roles for platforms, inheritors and tourism-commercial settings, offering direct reference for destination marketing, ICH experience product development and platform content partnerships.
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- China Tourism News15th Five-Year Plan Shifts ICH Communication From Popularization to Effectiveness
China Tourism News published an article by Yang Hong, director of the Communication University of China's ICH Communication Research Center, interpreting the communication upgrades in the 15th Five-Year Plan for ICH protection and transmission. The article notes that ICH-related videos on Douyin exceeded 800 billion views in 2025 and annual buyers of ICH products surpassed 300 million, but argues this heat must translate into transmission momentum. Compared with the earlier positioning of increasing ICH communication and popularization, the plan upgrades the task to enhancing communication effectiveness and influence, advancing content production, channels and brand activities: building an…