2023 "Great Wall Hero-Central Axis Tour" global marketing event was held on Monday at Beijing Ancient Architecture Museum. Organized by Beijing Municipal Bureau of Culture and Tourism and supported by Beijing Municipal Cultural Heritage Bureau, Beijing Municipal Central Axis World Heritage Application Work Office and Beijing Ancient Architecture Museum, the event centers on the diverse and exciting cultural, tourism and lifestyle resources along the Central Axis of Beijing.

On the same day, Beijing Municipal Bureau of Culture and Tourism released five routes of the “Central Axis Tour”, namely The axis of city—Architecture Tour; The axis of art— Intangible Heritage Tour; The axis of people — Hutong Tour; The axis of flavor— Gourmet Tour; and The axis of trends— Vitality Tour. Five foreign expats who live and work in Beijing have been invited by the organizer to personally experience the five "Central Axis Tour" routes and shared the extraordinary fun they had during the tour at the event.

This year's "Great Wall Hero" event serves to facilitate Beijing in building itself into a global consumption center and further stimulate the potential for cultural tourism demand in the capital. The objective is to tell the story of Beijing central axis and spread the voice of China by integrating leisurely cultural tourism consumption with the rich heritage of Beijing's Central Axis culture.

Since 2016, the Beijing Municipal Bureau of Culture and Tourism has been leveraging the overseas social media account "Beijing Culture and Tourism" to carry out the "Great Wall Hero" series of global marketing campaign. After years of continuous efforts, the brand influence of these activities has grown increasingly significant. They have become an important platform for overseas cultural and tourism lovers to experience, share and spread the latest and best aspects of Beijing. Meanwhile, it has also emerged as a vital window for showcasing Beijing's cultural and tourism resources and for telling the stories of the city.