On June 30th, the 2026th (22nd) China Advertising Forum · Urban Cultural Tourism Brand Forum, hosted by the China Advertising Association, was successfully held in Luohu District, Shenzhen. This forum is based on the trend of brand building and digital economy development in the new era. It brings together government departments, mainstream media, experts and scholars, brand enterprises, and representatives of the advertising industry to conduct in-depth exchanges on topics such as urban brand building, digital advertising innovation, and integrated development of culture and tourism. Together, we explore new paths for the advertising industry to empower high-quality urban development in the era of artificial intelligence, injecting new momentum into promoting innovative development of the advertising industry and enhancing urban brand competitiveness.

The opening ceremony of the forum was presided over by Zhang Guohua, President of the China Advertising Association and Global Vice President of the International Advertising Association. Zhang Guohua said that Shenzhen has always been the forefront of China's reform and opening up and innovative development, and is also a representative city with a high concentration of brand economy, digital economy and modern service industry. As an important birthplace of Shenzhen's commercial civilization, Luohu not only carries the memories of the reform and opening up era, but also constantly radiates new vitality in the digital economy era. This forum is held in Luohu, hoping to fully leverage the role of the industry platform, gather high-quality resources in brand communication, digital marketing, artificial intelligence and other fields, promote the advertising industry to better serve the construction of urban brands and the development of the real economy, and help Shenzhen continuously enhance its international communication capabilities and urban brand influence.

Zhang Guohua, President of China Advertising Association and Global Vice President of International Advertising Association

Xu Lijun, Deputy Convenor of the General Manager's Office of China Central Radio and Television (CCTV), pointed out that the core competitive logic of brand communication in the AI era has fully shifted towards source competition. CCTV has become the highest level trusted data source for big models with its authoritative source qualifications, rigorous editing and review, and complete narrative structure. AI is the "golden eye" that shatters marketing illusions, revealing the superficial prosperity that relies on traffic dividends. At the same time, combined with the cooperation practice of cultural and tourism brands in the main station, such as large-scale evening parties, high-quality programs such as "City Charm Record" and "Home in the Mountains and Rivers", and integrated marketing projects, it is revealed that the cultivation of cultural and tourism brands requires long-term stable communication, phased gradient operation, and coordinated domestic and international communication to build a systematic and full cycle long-term communication layout.

Xu Lijun, Vice Convenor of the General Manager's Office of China Central Radio and Television Station and Vice President of China Advertising Association

Subsequently, the Investment Promotion Bureau of Luohu District promoted the advantages of urban industries and business environment. The promotion section comprehensively showcases the unique advantages of Luohu's development of advertising creativity and digital marketing: as the core of Shenzhen Hong Kong commerce, Luohu gathers a large number of consumer leading brands, and the five characteristic business districts and debut scenes provide practical carriers for AI marketing; The three major ports bring massive cross-border flows and build a high-quality flow pool. The jurisdiction boasts a mountain and sea ecology, distinctive cultural and tourism IP, and year-round high-frequency characteristic activities, continuously producing advertising creative materials.At the same time, Luohu is equipped with a full cycle industrial policy, introducing patient capital, providing high-quality space with high cost-effectiveness, opening up all areas of commercial districts, parks, cultural tourism, and mountain and sea IP scene resources, and fully empowering the integrated development of digital advertising and cultural tourism brands with commercial heritage, scientific and technological innovation scenes, and policy dividends.

Li Di, Deputy Director of Investment Promotion Bureau of Luohu District

At the opening ceremony, the China Advertising Association Brand Service Station (Shenzhen) and the AI Brand Data Analysis Center of the National Advertising Research Institute were officially unveiled. Representatives from the China Advertising Association, the National Advertising Research Institute, the General Manager's Office of the Central Radio and Television Station, and the Luohu District People's Government of Shenzhen jointly took the stage to witness the unveiling. The landing of two platforms in Luohu is an important measure for the China Advertising Association to deepen its service to local economic development. In the future, we will carry out in-depth cooperation in digital marketing, AI brand analysis, industry research, talent cultivation and other areas, continuously enhance the professionalization of brand building and digital service capabilities, and provide intellectual support and innovative momentum for the development of brand economy in Shenzhen and the Guangdong Hong Kong Macao Greater Bay Area.

China Advertising Association Brand Service Station (Shenzhen) National Advertising Research Institute AI Brand Data Analysis Center unveiling ceremony

In addition, in order to promote the integrated development of culture and tourism, activate local characteristic industries, and showcase the urban livelihood landscape, the Smart Media Research Institute of People's Daily and the China Advertising Association held a strategic cooperation signing ceremony. The two sides will cooperate around the annual theme activity of "Who doesn't say our hometown is beautiful", relying on the advantages of mainstream media communication and industry platform resources, focusing on cultural, tourism, industrial, urban development and other fields, innovating content dissemination forms, creating influential urban brand communication IP, and helping local cultural and tourism brand construction and high-quality development of characteristic industries.

Strategic signing ceremony for the theme event 'Who doesn't say our hometown is beautiful'

Around the theme of "Digital Intelligence Helps High Quality Development of Advertising", Ding Junjie, Deputy Director of the Academic Committee, Doctoral Supervisor, and Dean of the National Advertising Research Institute at Communication University of China, analyzed industry anxiety and proposed that advertising competition should shift from traffic games to value symbiosis; Representatives from Tencent, Focus Media, Bama Tea Industry Co., Ltd., China Mobile Migu Company, Provincial Radio Group, Jinghong Kinetic Energy, Jiangsu Gonghe Yunke Co., Ltd. and other enterprises shared practical solutions from the dimensions of domestic physical growth, AI marketing, reshaping marketing service value and enterprise operation coordination, and full scene cultural and tourism marketing.

The afternoon session of the forum focused on the theme of "science and innovation empowering cultural tourism to improve the whole ecology", and representatives of enterprises such as CCTV Market Research (CTR), Xiaohongshu, Jingrun Pearl, Kwai, iQiyi, Netease Media, Weibo, Fenghuang.com, Titanium Magnesium AI, BlueFocus, Nuovo Yunchuang, Zhongguang Rongxin, etc,Focus on the growth of consumer brands, global content dissemination, and upgrading of the digital intelligence industry to share the innovative path of the entire digital cultural and tourism industry chain.

In addition, the forum set up a roundtable dialogue session on "City Rediscover", with Chen Hao, President of the Luohu District Tourism Industry Association, Bai Yuqing, Head of the CCTV Culture Channel, Senior Media Planner, Producer, and Director, Hao Wei, Director of the Media Resource Platform of Yangtuo International Integrated Communication Group Co., Ltd., and "People's Account" knowledge-based internet celebrities Gou Wenlong and Hat Moer deeply colliding around the long-term operation of urban brands, exploring how urban culture and tourism can be rediscovered and expressed in the new context.

During the forum, a special "Lehuo Luohu" brand exhibition was also set up. Shenzhen Yisu Galaxy Technology, Beijing Resources Pearl, China Jewelry, Sipney Gold Watch and CR Vanguard showed their brand strength through the forum flow window, linked the city's cultural tourism with commercial brands, and polished the brand image of cultural tourism in Luohu City.

After the forum ends, the "People's Account" knowledge-based internet celebrity gathering activity will continue. This collection gathered knowledge-based creators from the "People's Account" platform, delving into representative scenes such as Luohu's characteristic commercial districts, Shanhai cultural and tourism sites, and digital economy industry carriers. With a youthful narrative perspective and diverse content forms, we conducted on-site exploration of Luohu's commercial heritage, cultural and tourism characteristics, and industrial vitality. We produced a series of high-quality communication content and distributed it throughout the network matrix, continuously expanding the forum's dissemination volume and promoting Luohu's urban cultural and tourism brand image to reach a wider audience, effectively transforming the forum's industry exchange results into long-term momentum for urban brand communication.

The holding of this forum further plays an important role in connecting brands, activating consumption, and promoting communication in the advertising industry. It promotes the deep integration of digital advertising and urban cultural tourism, continuously enhances the value of urban brands, and will contribute new industry wisdom to the high-quality development of modern service industry and the innovation and upgrading of China's advertising industry.