Tianshui Malatang: The Latest Craze Sweeping Gansu Province
Our reporters Xie Lan and trainee reporter Liang Aonan
After the success of “Going to Zi for Barbecue” and “Erbin Favorite Fans”, the latest sensation taking the internet by storm is “Tianshui Malatang”. This spicy hotpot dish has been trending on social media and even gained popularity among netizens who are now calling for its nationwide promotion.
Tianshui, located in Gansu Province, has quickly become known as a foodie destination with tourists flocking to the city in search of a bowl of authentic Malatang. The city has responded by rolling out the red carpet for visitors, even organizing special car services at the airport to transport tourists to experience the local delicacy.
Wu Kejun, deputy dean of the School of Tourism at Northwest Normal University, emphasized the need for Tianshui to continue building their brand through personalized marketing strategies such as storytelling and cultural promotion to cater to the diverse needs of consumers.
The surge in interest in Tianshui can be seen in the data from travel platforms such as Ctrip and Tongcheng, showing a significant increase in bookings for hotels and attractions in the region. This newfound popularity has not only put Tianshui on the map but has also elevated the local culinary and tourism scene to new heights.
Zhu Keli, executive director of the China Information Association, highlighted the power of food as a cultural connector and the importance of modern media in shaping public opinion. This renewed interest in local specialties reflects a broader trend of people seeking out unique experiences and cultural diversity in their travels.
The success of Tianshui Malatang has also inspired other cities to capitalize on their unique offerings, with Zibo and Harbin launching similar promotional campaigns to boost tourism. Tianshui has even introduced special bus lines dedicated to transporting visitors to Malatang hotspots and will be hosting a “Foodie Festival” in the coming days.
As the cultural tourism industry continues to thrive, the competition for attention and “traffic” remains fierce. Local governments are now tasked with converting this newfound interest into long-term engagement to sustain the growth of their tourism sector.
With the rise of diverse travel preferences, from food adventures to cultural experiences, it is clear that the appeal of destinations like Tianshui goes beyond just their signature dishes. As cities vie for tourist dollars, the challenge lies in creating lasting impressions that will keep visitors coming back for more.