Enhancing the Internationalization of Chinese Urban Cultural and Tourism Brands through Digital EmpowermentA Case Study of Chengdu

Driven by globalization and the iterative upgrading of the tourism industry, the internationalization of cultural and tourism brands has become a crucial aspect of Chinese cities' participation in global tourism competition. With revolutionary breakthroughs in digital technology and its pervasive integration, the enabling effect of digital technology in deeply reconstructing the cultural tourism industry ecosystem is increasingly prominent, and major Chinese tourist cities have embarked on the internationalization of digital cultural tourism brands. In the deep integration of digital culture, tourism, and internationalization, Chengdu has successfully shaped international cultural IPs such as the “Panda Capital” and the “Gourmet Capital” through innovations in digital technology production systems, the construction of intelligent cultural and tourism scenarios, and the operation of international social platforms, forming a “virtual-real symbiosis” in brand communication. However, in the process of enhancing the internationalization of Chengdu's urban cultural tourism brand, common challenges exist, including the superficialization of cultural symbols, the instrumentalization of technology, and insufficient communication effectiveness. Accordingly, Chengdu should enhance the narrative of cultural symbols and improve cross-cultural adaptability; promote the integration of technology and culture and establish professional talent development mechanisms; and explore multi-dimensional communication strategies and expand new channels for cultural brand dissemination, thereby enabling Chinese urban cultural tourism resources to reach the global audience more effectively.