PROVINCES WAGE CUTTHROAT COMPETITION TO WOO VISITORS

Pop stars among celebrities recruited to promote local attractions

Numerous short-video clips posted by local authorities on social media platforms are attracting widespread attention from netizens across China.

The footage is aimed at turning online engagement into tourism revenue.

Hashtags such as "local culture and tourism bureaus going crazy, trying to outperform each other, and open to online suggestions to promote themselves" are trending on several platforms.