Tonglu, a county in Zhejiang province, is redefining its tourism strategy by shifting from passive sightseeing to immersive experiences. Recent initiatives include costumed performers in scenic areas and an aquarium at a highway rest stop, designed to increase visitor engagement and spending.
At the Chuiyun Tongtian River scenic area, visitors are greeted by characters from the classic novel 'Journey to the West,' including the 'Turtle Immortal,' played by Zhang Yunbin, a multilingual opera performer. These performers improvise with guests, turning a simple boat ride into an interactive encounter. More than 120 performers are involved, and the program has become a social media sensation, attracting visitors who come specifically to interact with the characters.
This approach is part of a broader trend in Tonglu to encourage tourists to participate rather than just observe. Similar performances are popping up at other attractions like Yaolin Wonderland and Yan Ziling Fishing Platform, where actors portray folklore and historical figures. The goal is to give visitors a reason to linger and explore more.
One of Tonglu's most unconventional experiments is at the Tonglu service area on the G25 Expressway. During the May Day holiday, the rest stop featured a large aquarium and mermaid performances, drawing over 80,000 visitors a day. This turned a routine pit stop into a destination, capturing spending that might otherwise bypass the county. County data shows a 13.2% increase in visits during the holiday, with tourism revenue reaching 958 million yuan, a 12.4% rise.
In late July, Tonglu launched its summer campaign 'Water Play Kingdom: Tonglu Is Wild,' promoting a mix of rafting, family activities, and village stays. The strategy focuses on offering diverse options to encourage longer stays and repeat visits. While natural scenery remains the core attraction, local planners are treating landscapes as backdrops for activities and stories.
Tonglu is also preparing for more international tourists. The multilingual 'Turtle Immortal' has become a symbol of this effort. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with improvements like multilingual signs and international payment options. These practical details are crucial for a seamless visitor experience.
Ultimately, Tonglu's tourism push remains rooted in its natural beauty, but the role of the visitor is changing. Tourists may still come for the views, but they now find themselves interacting with cave characters, watching mermaids at rest stops, and engaging in activities that require more than just posing for a photo. This immersive approach is likely to shape the county's tourism future.
