Integration of culture, tourism picks up steam

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By Yang Feiyue (China Daily) 08:08, August 29, 2024

A US tour operator takes photos with Chinese performers wearing ancient folk costumes at the Twelve Hours of Chang'an theme block that vividly reproduces urban life in the Tang Dynasty (618-907), this month. (YANG FEIYUE/CHINA DAILY)

Summer vacationers have been flocking to Langfang, Hebei province, to have a vicarious experience of the past at the Unique Dream of Red Mansion theme park.

Distinctive scene settings and immersive theater performances take visitors back in time after setting foot in the park, which offers artistic renditions of the Qing Dynasty (1644-1911) novel Dream of the Red Chamber, also known as A Dream of Red Mansions, which recounted social life and folk customs of that time.

Since it opened in July last year, the park has staged more than 7,500 shows and attracted more than 1 million visitors, according to the park's administration.

In Xi'an, Shaanxi province, a vivid reproduction of Tang Dynasty (618-907) urban life can be found in the Twelve Hours of Chang'an-themed cultural street, a former shopping mall that also has been a magnet for visitors.

Tourists can shop and watch performances, as well as wine and dine in the historical setting, which is within walking distance of the city's well-known historical landmark, the Giant Wild Goose Pagoda.

Since opening in April 2022, the cultural street has received more than 4 million visitors, with daily traffic exceeding more than 7,000 visits, said Zou Linfeng, chairman of the Shaanxi Cultural Tourism Co, a major investor in the theme area.

The two tourist attractions are among many beneficiaries of the integrated development of culture and tourism, which has been advocated and supported by the country.

The resolution adopted at the third plenary session of the 20th Central Committee of the Communist Party of China in July reaffirmed support for such integration, calling for efforts to promote the full integration of culture and tourism. The resolution also proposed exploring effective mechanisms for integrating culture with science and technology, and stepping up efforts to foster new forms of cultural business.

Rong Xinfeng, chairman of the Badaling Culture and Tourism Group, which is in charge of tourism operations at the Badaling Great Wall scenic area in Beijing's Yanqing district, said, "We will implement the guiding principles of the plenary session into specific projects, promoting the integration of culture and tourism, and better telling the Great Wall's story."

More immersive experiences featuring the Great Wall will be launched, including performances, creative cultural items, and local food, Rong said.

Mei Yi, head of the Jiangxi culture and tourism department, said the resolution adopted at the plenum pointed the way for the culture and tourism industry.

The province in East China will come up with new tourism services, products, and scenes featuring local cultural heritage and ecology, Mei said.

The country has put a premium on the integrated development of culture- and tourism-related industries over the years.

In September 2020, President Xi Jinping pointed out that the culture and tourism industries are inseparably linked, and related parties should adhere to shaping tourism through culture and highlighting culture through tourism.

He made the remarks at a symposium attended by experts and representatives from the fields of education, culture, health, and sports to solicit opinions on socioeconomic development in the 14th Five-Year Plan period (2021-25).

The Ministry of Culture and Tourism released a master plan for developing culture and tourism in 2021 and vowed to continue upgrading the structure of the cultural industry and promoting the use of new technologies and digitalization.

At the 20th National Congress of the CPC in October 2022, Xi, who is also general secretary of the CPC Central Committee and chairman of the Central Military Commission, stressed again that positive interplay between culture and tourism will be encouraged and deeper integration of the two sectors will be advanced.

Wang Linsheng, deputy director of the institute of cultural research at the Beijing Academy of Social Sciences, said the integrated development of culture, tourism, and technology not only can expand the channels for cultural dissemination and enrich the forms of cultural expression, but also enhance the innovation capacity and competitiveness of culture.

Wang pointed out that it is important to enrich the cultural content of tourism products and improve the quality of the tourism experience, so that visitors can deeply appreciate the charm of traditional Chinese culture during their travels.

Integration of culture and tourism has paid huge dividends, not just enhancing people's travel experience but also enabling related sectors to play a prominent role in driving the economy.