Tonglu County in Zhejiang province, eastern China, is reinventing its tourism approach by blending natural scenery with interactive experiences and infrastructure improvements. The strategy aims to transform passive sightseeing into active participation, encouraging visitors to linger longer and spend more.
One notable initiative is the introduction of costumed performers at scenic spots. At the Chuiyun Tongtian River, visitors encounter characters from the classic novel 'Journey to the West,' such as the 'Turtle Immortal,' played by 26-year-old opera performer Zhang Yunbin. Zhang, who speaks English and Russian, improvises with guests, turning boat rides into engaging dialogues. This program involves over 120 performers across various sites, including Yaolin Wonderland and Yan Ziling Fishing Platform, where actors portray folklore and historical figures, inviting visitors to interact rather than just observe.
The county is also experimenting with attractions at unconventional locations. During the May Day holiday, the Tonglu service area on the G25 Expressway featured a large aquarium and mermaid performances, drawing over 80,000 visitors daily. This initiative captures spending from travelers who might otherwise pass through, converting routine stops into mini-destinations.
These efforts appear to yield results. County data shows 1.61 million visits during the May Day holiday, a 13.2% increase year-over-year, with tourism revenue reaching 958 million yuan (about $132 million), up 12.4%. While not directly attributable to these new features, they highlight the value of memorable stops.
Tonglu has also launched a summer campaign, 'Water Play Kingdom: Tonglu Is Wild,' promoting rafting, family activities, and rural stays. The goal is to offer diverse options that encourage weekend visits and repeat trips, moving beyond single landmarks.
For international tourists, Tonglu is enhancing accessibility. Yaolin township has been selected as a pilot for inbound-tourism innovation, focusing on multilingual signs and international payment options. These improvements are crucial for a smooth visitor experience.
The county's core appeal remains its rivers, caves, and hills, but now they serve as stages for stories and interactions. As tourism evolves, Tonglu positions itself as a destination where visitors not only see but also participate, making each trip memorable.
