Social Media Buzz Fuels Tianjin’s “River‑and‑Sea” Tourism Push

At the heart of the campaign is a simple invitation: experience the city’s “river‑and‑sea charm” – a nod to the Haihe River that winds through downtown and the Bohai Sea that laps its shoreline. The slogan not only highlights Tianjin’s geography but also invokes the city’s long‑standing role as a maritime hub. For a city that grew from a modest ferry crossing into a major treaty port in the 19th century, the water‑based imagery feels both historic and contemporary.

A series of short videos posted by Tianjin Traffic Radio (天津交通广播) illustrate the message in vivid, bite‑size fashion. One clip follows a leisurely city walk through the European‑style boulevards of the Five Avenues (五大道), while another glides along the Haihe at night, lights flickering on historic bridges. The station describes this atmosphere as “津弛感” – a uniquely Tianjin blend of relaxed comfort and urbane elegance. By pairing the visual of a river cruise with the promise of “relaxed vibes,” the broadcaster hopes to attract visitors looking for a slower‑paced urban escape.

Cultural heritage is another pillar of the narrative. Posts promoting the “How China Harmonizes and Coexists” (何以中国·和合共生) network theme spotlight two national icons whose former residences now serve as museums. At Li Shutong’s former home, the city emphasizes his status as the “originator of emoticons” – a quirky detail that resonates with a generation accustomed to digital stickers. Liang Qichao’s house, meanwhile, is framed around his famous maxim “无负今日” (“live up to today”), a call to responsibility that the city hopes will inspire tourists and locals alike. Both sites reinforce Tianjin’s reputation as a crucible of modern Chinese thought and art.

The campaign also taps into contemporary pop culture. Singer‑actor Zhang Yunlei, known online as @小辫儿张云雷, posted a teaser for his new single “紫钗缘” alongside the campaign hashtag, effectively lending his celebrity cachet to the city’s image. While no formal endorsement deal has been disclosed, the synergy between a popular music release and a tourism push demonstrates how local officials are courting a younger, media‑savvy audience.

Beyond the high‑profile accounts, everyday users are amplifying the message with vivid descriptions of food, scenery and community spirit. One thread from a resident of Binhai New Area raved about “海鲜” (seafood) and “特色早点” (special breakfast) in the guijiangli neighbourhood, inviting fellow netizens to sample the locale’s “treasured” culinary offerings. Others posted photos of the glittering Haihe nightscape, captioning them with “太宝藏啦” (“It’s a total treasure”) and urging friends to “come feel the unique river‑and‑sea charm.”

The enthusiasm on Weibo is more than a fleeting fad; it points to a strategic effort to rejuvenate Tianjin’s tourism, creative and logistics sectors. By foregrounding the city’s waterways, the campaign underscores Tianjin’s centuries‑old identity as a port and a conduit for inland‑coastal trade. The renewed focus could invigorate the logistics industry, which already benefits from the city’s deep‑water berths and extensive canal network, while simultaneously attracting investment in hospitality, guided tours and boutique retail.

Culturally, the emphasis on historic figures and “Jin Chi Gan” – the city’s signature relaxed atmosphere – aims to bolster local pride and preserve heritage sites. The inclusion of museum groups such as the Qihe Museum Cluster (齐河博物馆群) signals a broader ambition to position Tianjin as a regional hub for the arts and design, encouraging creative entrepreneurs to set up studios and galleries in the scenic riverfront districts.

Politically, the branding aligns with national priorities of regional development and “harmonious coexistence.” The “How China Harmonizes and Coexists” tagline woven into the promotional posts dovetails with Beijing’s push for culturally informed urban growth. It also offers a soft‑power narrative for foreign audiences: Tianjin as an open, historically international city capable of bridging Chinese tradition with global modernity. Media briefings that sent Chinese and foreign journalists onto Haihe river cruises – where they were served local delicacies while the city’s skyline lit up – illustrate how the slogan is being leveraged in diplomatic outreach as well.

Overall, the Weibo chatter paints a picture of a city eager to reassert its relevance by weaving together water, history, food and pop culture into a single, marketable identity. Whether the campaign translates into a measurable uptick in visitor numbers remains to be seen, but the flood of positive comments, heart‑emoji reactions and shared videos suggests that “Come to Tianjin, feel the river‑and‑sea charm” has already struck a chord with both domestic and international audiences. The city’s blueprint – a mix of scenic river cruises, heritage walks, culinary detours and celebrity soundtracks – may well become a template for other Chinese municipalities aiming to revitalize their own unique cultural currents.