"Great Wall Heroes" is a global marketing campaign launched by the Beijing Municipal Culture and Tourism Bureau on Visit Beijing’s international social media platforms. Every year, international influencers are invited to the event to experience the latest Beijing cultural tourism routes and products and promote them online through videos, photos, and more. It has been held for six consecutive sessions since 2016 and has become an important annual event to promote Beijing’s culture and tourism resources. Each event is an organic combination of online and offline events to showcase all that Beijing has to offer in the best way possible. For example, "Great Wall Heroes" leveraged the China-US Year of Tourism to promote key cultural heritage belts like the Great Wall and the Grand Canal, as well as international events like the 2019 Beijing Horticultural Expo.
The tourism industry has been heavily impacted by the Covid-19 pandemic since 2020, and the "Great Wall Heroes" global promotional campaign has adapted in response. Since the pandemic, influential foreign experts with long-term experience in Beijing’s cultural tourism industry have been invited to talk about the city from an international perspective. By leveraging the industry influence of foreign celebrities, the campaign aims to promote Beijing’s international image as an inbound tourism destination and stimulate cultural tourism exchanges and cooperation.