On May 22, the Swiss Tourism Board held a press conference in Beijing to unveil its 2025 tourism promotion plan. A highlight of the event was the announcement of deepened cooperation with the popular Chinese IP, “The King’s Avatar”.
In an innovative move, the protagonist Ye Xiu from “The King’s Avatar” was officially invited to be the “Swiss Tourism Explorer”. This is a strategic attempt to attract young Chinese tourists by combining the charm of literature with travel. In the original novel, 2025 is the year when the Chinese national team, led by Ye Xiu, heads to Zurich, Switzerland, to participate in the World Glory Championship. The Swiss Tourism Board’s cooperation with “The King’s Avatar” not only aligns with the original plot but also offers Chinese young tourists a brand – new way to experience Switzerland.
During the summer vacation, a one – month themed check – in activity will be launched in Switzerland. A special check – in route has been designed, covering classic Swiss destinations like Zurich, Lucerne, Jungfrau, Titlis, and Valais. Zurich, as the host city of the World Glory Championship in the original work, will be the core of this themed check – in event. Tourists can visit places such as the Old Town of Zurich and the banks of Lake Zurich, immersing themselves in the tournament atmosphere described in the novel.
This cooperation between the Swiss Tourism Board and “The King’s Avatar” is a creative integration of cultural and tourism resources. It is expected to not only boost Switzerland’s tourism industry but also provide fans with an immersive experience that blurs the line between the virtual world of the novel and the real – life travel experience.
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