In a move to revitalize its tourism sector, Tonglu County in Zhejiang Province is shifting from passive sightseeing to immersive experiences, drawing on its natural landscapes and cultural heritage. This strategy is already showing results, with notable increases in visitor numbers and revenue during recent holidays.
One of the most talked-about attractions is the Chuiyun Tongtian River scenic area, where performers dressed as characters from the classic novel "Journey to the West" interact with visitors. Olympic champion diver Quan Hongchan's playful exchange with the "Turtle Immortal," a multilingual performer, went viral on social media, highlighting the appeal of these interactive encounters. The performer, Zhang Yunbin, an opera-trained actor, engages visitors in English and Russian, adding an international flair that resonates with both domestic and foreign tourists.
This approach is part of a broader trend in Tonglu, where over 120 performers bring folklore and history to life at scenic spots like Yaolin Wonderland and Yan Ziling Fishing Platform. The goal is to encourage visitors to linger, participate, and create memorable experiences that go beyond a quick photo stop.
Tonglu's most unconventional experiment is the aquarium at the Tonglu service area on the G25 Expressway. During the May Day holiday, the rest stop featured a large aquarium and mermaid performances, attracting over 80,000 visitors daily. This transformed a mundane pit stop into a destination, capturing spending that might otherwise bypass the county. County data shows that Tonglu received 1.61 million visits during the holiday, a 13.2% increase from the previous year, with tourism revenue reaching 958 million yuan (approximately $132 million), up 12.4%.
In late July, Tonglu launched its summer campaign "Water Play Kingdom: Tonglu Is Wild," promoting rafting, family activities, and village stays. This diversified approach aims to extend visitor stays and encourage repeat visits, moving away from a single-landmark focus.
Recognizing the importance of international tourism, Tonglu is also improving infrastructure for overseas visitors. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with efforts to implement multilingual signs and international payment systems. These practical improvements are crucial for ensuring that international visitors have a seamless experience, complementing the county's natural and cultural offerings.
Tonglu's tourism push remains anchored in its rivers, caves, and hills, but the visitor experience is evolving. Tourists are no longer just observers; they become part of the story, whether by bantering with a cave character or watching mermaids at a highway rest stop. This strategy is positioning Tonglu as a destination that offers more than just scenery—it offers engagement.
