On June 19th, Shantou, Chaozhou, and Jieyang signed the Articles of Association of the Shantou-Chaozhou-Jieyang Tourism Alliance in Shantou, marking the official establishment of the alliance. Concurrently, the theme tourism route "Charm of Mountains, Seas, and Overseas Chinese Culture: A Taste of Chaoshan" was released, alongside the debut of a unified cultural tourism IP, "Bound by Honor, Alive with Flavor: Vibrant Chaoshan."

This cultural tourism IP points directly to the perceptible and experiential spiritual core of Chaoshan culture. The box-office hit "Dear You"has awakened a collective memory of "remaining tied to the homeland despite crossing mountains and seas," while turning the daily, vibrant atmosphere of Chaoshan into a viral wave of peer-to-peer recommendations. Generation Z has proactively filmed and shared secondary creations featuring local folklore, cuisine, and hometowns of overseas Chinese, breaking the previous limitations where Chaoshan tourism relied solely on short-term festival traffic. The official launch of the Shantou-Chaozhou-Jieyang Tourism Alliance aims precisely to transform this short-term cinematic popularity into long-term industrial momentum.

After joining forces, the three cities face the challenge of balancing the overall Chaoshan cultural tourism brand with individual urban identities. For instance, Shantou boasts coastal resources, a profound heritage of "Qiaopi" (correspondence and remittance documents from overseas Chinese), and a booming film and television culture. Chaozhou, a millennium-old city with deep historical roots, holds unique advantages in arts and crafts as well as the intangible cultural heritage (ICH) preserved in its ancient town. Jieyang features a picturesque tapestry of mountains, waters, and villages, imbued with a distinctive ancient and rustic cultural charm. The alliance must coordinate these individual strengths to allow each city to shine. Industry insiders have proposed bolstering the Chaoshan cultural tourism brand through three avenues: developing distinctive immersive experience projects, cultivating professional tour guides, and co-branding cultural festivals. These voices from the market frontline are now being gradually implemented under the alliance's overall coordination.

汕潮揭旅游联盟成立，三市合脉共进

6月19日，汕头、潮州、揭阳在汕头签署《潮汕三市（汕潮揭）旅游联盟章程》，汕潮揭旅游联盟正式成立；同步发布“山海侨韵・寻味潮汕”主题旅游线路，推出统一区域文旅IP“有情有义，烟火潮汕”。

这个文旅IP，指向的是潮汕文化中可被感知、可被体验的精神内核。电影《给阿嬷的情书》热映，唤醒了“跨越山海仍心系故土”的集体记忆，也让潮汕日常的烟火气形成“全民种草效应”，Z世代主动拍摄民俗、美食、侨乡影像二次传播，打破了潮汕文旅以往仅靠节庆短期引流的局限。汕潮揭旅游联盟落地，正是在短期观影热度转化为长效产业动能。

三市“抱团”后，面临着平衡潮汕文旅品牌和城市辨识度的考题。比如汕头坐拥滨海资源、侨批底蕴与影视文化热流；潮州千年古城底蕴深厚，工艺美术、老城非遗是独到优势；揭阳则山水村落错落有致，古意乡土人文独具韵味，三地各自的特色需要联盟统筹各扬所长。业内人士提出通过开发特色沉浸式体验项目、培养讲解人才和共同打造文化节庆品牌三方面打响潮汕文旅招牌。这些来自市场一线的呼声也正在联盟的统筹协调中逐步落地。

文｜羊城晚报记者 刘星彤 蚁璐雅 黎存根
译｜徐芷晴
英文审校｜曾敏