How to strike a balance between "strangeness" and "novelty", testing the wisdom and abilities of cultural and tourism departments and cadres in various regions. In a video account certified as a village cadre, two "male actors" appeared on camera with shy faces, shouting "treasure" in their mouths, sometimes giving a "princess hug", and sometimes one carrying the other in a twisted posture; Some dance awkwardly in the fields to amuse netizens; Some officials awkwardly turned to the camera and said, "Treasure, are you eating cherries?"... As the May Day holiday approaches, various regions are using various tactics to promote cultural tourism. However, while the aforementioned promotional videos are very vigorous, there are also suspicions of excessive force and deviation in direction: some are trying to avoid it, while others are trying to avoid it, falling into the trap of vulgarization and pandering to vulgarity. For a period of time, cultural and tourism departments in various regions have put in a lot of effort to promote the development of cultural and tourism economy. Previously, after the first batch of cultural and tourism bureau directors became popular through social media, more local cultural and tourism department heads and leading officials joined the battle for traffic. Especially in some previously unknown small places, in order to catch this fast train, the relevant responsible officials have put in all their efforts, and for a time, the public opinion field was very lively. In these promotions, there are indeed many 'treasure cities' that have begun to emerge. For example, He Jiaolong, the "Internet celebrity director" of Xinjiang who rose to fame by riding on snowy plains, and Peng Bo, the deputy director of the Yuhong District Cultural and Tourism Bureau of Shenyang City, Liaoning Province, who attracted attention for their seamless connection between English and Northeastern dialect, have moved netizens with innovative content, making Xinjiang Yili and other places popular destinations for holiday travel, attracting many netizens to visit. These outbound cultural and tourism promotions have to some extent promoted local economic development. However, in recent times, in some cultural and tourism promotional videos, in addition to the routine of officials "dressing up as ugly", more and more cultural and tourism officials have placed too much emphasis on "personally performing". Some promotional content's "plot interpretation" is too exaggerated and too sensational, which has the opposite effect. It cannot be denied that the original intention of these practices is certainly good, and people fully understand the efforts made by some local officials to promote the development of local culture and tourism. But promoting one's hometown requires not only creativity, but also attention to methods and approaches, and a good sense of proportion and scale. After all, all promotion ultimately needs to be based on tangible landscapes and tangible services. In this process, if individual cadres only focus on seeking novelty and uniqueness, using "personally performing" and "pretending to be ugly" as selling points, without cultural core or highlighting local characteristics, then the "conversion rate" may be almost meaningless. A simple judgment is that in reality, no one would go to the local area specifically for a few cultural and tourism officials' "ugly" performances. In fact, there has long been a universal consensus among people regarding local cultural and tourism promotion: to use overly serious and formulaic promotional methods with caution, and to combine current content with broad cognitive and aesthetic foundations to come up with creative ideas; At the same time, we must also restrain those "spicy eye" propaganda methods. In other words, creativity is needed in the process of cultural and tourism promotion, but it is also necessary to avoid falling into the trap of vulgarization and pandering to vulgarity, and to avoid deliberately "pretending to be ugly". Over time, people may only remember the "ugly appearance" of a few officials, unable to remember what kind of unique landscapes there are, and instead fail to arouse any interest in tourism. Cultural and tourism promotion is an important window to showcase the local image and attract tourists. The excessive efforts made by local governments in promoting cultural and tourism economy are beyond reproach, but overly vulgar and pandering propaganda may have a counterproductive effect. In this context, how to strike a balance between "strangeness" and "novelty" undoubtedly tests the wisdom and ability of cultural and tourism departments and cadres in various regions. As the May Day holiday approaches, people also look forward to seeing more high-quality, creative, non vulgar, and non vulgar cultural and tourism promotion content. (outlook new era)