Tonglu County in Zhejiang province, China, is transforming its tourism strategy by integrating immersive experiences and upgrading infrastructure to attract and retain visitors. The county, historically known for the scenic beauty along the Fuchun River, is now adding interactive elements to its natural attractions to encourage deeper engagement.
During a recent visit, Olympic diving champion Quan Hongchan interacted with the 'Turtle Immortal,' a performer at the Chuiyun Tongtian River scenic area. This costumed character, played by 26-year-old opera performer Zhang Yunbin, engages visitors in impromptu dialogues and role-playing. Zhang is part of a cast of over 120 performers inspired by classic Chinese literature, including characters from 'Journey to the West.' These performers improvise with visitors, creating memorable moments that have become social media sensations. The trend is part of a broader shift toward immersive travel, where tourists are invited to participate rather than passively observe.
This approach extends beyond the river caves. At other sites like Yaolin Wonderland and Yan Ziling Fishing Platform, performers appear as folklore and historical figures, offering interactive storytelling. The goal is to increase visitor engagement and length of stay.
One of Tonglu's most surprising innovations is at the Tonglu service area on the G25 Expressway. During the May Day holiday, the rest stop featured a large aquarium with mermaid performances, attracting over 80,000 daily visitors. This turned a typical highway pit stop into a destination, capturing spending that might otherwise pass through. County data show Tonglu received 1.61 million visits during the holiday, up 13.2% from the previous year, with tourism revenue reaching 958 million yuan (about $132 million), a 12.4% increase.
In late July, Tonglu launched a summer campaign, 'Water Play Kingdom: Tonglu Is Wild,' promoting rafting, family activities, and village stays. The county is diversifying its offerings to encourage weekend trips and return visits, rather than focusing on a single landmark.
Tonglu is also preparing for more international tourists. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with efforts to improve multilingual signage, international payment options, and other services. The multilingual 'Turtle Immortal' symbolizes this initiative, as he chats with overseas visitors in English and Russian. These practical improvements are crucial for a seamless travel experience.
While Tonglu's natural scenery remains its foundation, the county is positioning its landscapes as stages for stories and activities. By adding performers, interactive experiences, and infrastructure upgrades, Tonglu aims to make visits more memorable and encourage tourists to stay longer, ultimately boosting its tourism economy.
