During the National Day holiday, Danxia Mountain in Shaoguan, Guangdong, drew large crowds. An earlier remark by TV personality Sa Beining, "Whenever you're not working, come to Danxia Mountain," has recently resurfaced on social media, helping bring the scenic area back into the spotlight.

Data shows that between September 5th and October 4th, Danxia Mountain received 590,700 visitor trips, a year-on-year increase of 112.5%. During the first four days of the National Day holiday, it received 227,000 visitor trips, up 78.4% year-on-year.
Beyond the online buzz, the scenic area continued to enhance its tourism offerings. A new cableway began operations, increasing its passenger capacity sixfold. The Bazhai Scenic Area reopened, while immersive night tours remained in operation. During the holiday, the scenic area also introduced a range of activities, including wuxia-themed NPC experiences, a sunrise music festival, and intangible cultural heritage performances, giving visitors more ways to enjoy the area throughout the day rather than simply hiking during the daytime.
Policy support further reduced travel costs. In September, the scenic area offered free admission to university students from Guangdong, Hong Kong, and Macao, as well as free admission on World Tourism Day. During the National Day holiday, tickets were offered at 20% off, with the discounts complemented by 30 million yuan in subsidies under the Guangdong Golden-Autumn Culture and Tourism Consumption Season campaign. The scenic area also provided free parking to ease pressure from the influx of self-driving visitors during the holiday.
Meanwhile, the Department of Culture and Tourism of Guangdong Province leveraged the "City Cultural Tourism Carnival" to promote Danxia Mountain through influencer trips, high-speed rail advertising, outdoor promotions, and other channels, helping turn online buzz into travel bookings.
Danxia Mountain's surge in popularity was not simply the result of a single viral quote. From promotion and visitor attraction to tourism product upgrades and policy support and services, coordinated efforts helped turn short-term online traffic into real tourism spending.
Driving traffic into the scenic area is only the first step. More importantly, getting visitors to stay, explore, and spend is the true value of a tourism destination that goes viral.
同比增长78.4%！丹霞山国庆假期人气火爆，线上热度如何转化为客流
这个国庆假期，广东韶关丹霞山人气火爆。撒贝宁此前说过的“只要不上班，就来丹霞山”，近期在社交平台重新传播，成为丹霞山出圈的重要引爆点。
数据显示，9月5日至10月4日，丹霞山接待游客59.07万人次，同比增长112.5%；国庆前四天接待游客22.7万人次，同比增长78.4%。
热度之外，景区持续升级旅游供给。全新索道投入运营，运力提升至原来的6倍；巴寨景区重新开放；沉浸式夜游持续运营；国庆期间还推出武侠NPC、日出音乐节、非遗展演等活动，让游客从“白天登山”变成“全天游玩”。
政策扶持也进一步降低出游成本。9月推出粤港澳大学生免票、世界旅游日免票，国庆门票享八折优惠，并叠加广东金秋文旅消费季3000万元补贴；景区还开放免费停车场，缓解假期自驾客流压力。
与此同时，广东文旅通过《城市文旅嘉年华》联动达人采风、高铁广告、户外宣传等渠道，让线上热度持续转化为旅游订单。
丹霞山的火爆并非一句金句的偶然走红。从传播引流，到产品升级，再到政策服务，多方协同让短期流量真正沉淀为文旅消费。
让流量走进景区，更让游客留下来，才是文旅爆款的真正价值。让流量走进景区，更让游客留下来，才是文旅爆款的真正价值。
文 | 记者 黎存根 欧阳志强
图 | 景区提供
译 | 黄健新
英文审校 | 曾敏