Tonglu County in Zhejiang province, eastern China, is redefining its tourism approach by integrating immersive experiences and infrastructure improvements into its natural landscapes. The strategy, evident at sites like the Chuiyun Tongtian River scenic area, aims to transform passive sightseeing into active participation, encouraging visitors to linger and spend more.
At the Chuiyun Tongtian River, visitors encounter costumed performers like the "Turtle Immortal," played by Zhang Yunbin, a 26-year-old opera performer who speaks English and Russian. The character, inspired by the classic novel Journey to the West, engages tourists in improvised dialogues and playful interactions. With over 120 performers involved, these encounters are not scripted shows but spontaneous exchanges that invite visitors to respond and play along. This approach, part of the broader immersive travel trend, is also being replicated at other sites like Yaolin Wonderland and Yan Ziling Fishing Platform, where performers appear as folklore and historical characters.
One of Tonglu's most unconventional experiments is located at the Tonglu service area on the G25 Changchun–Shenzhen Expressway. During the May Day holiday, the rest stop featured a large aquarium and mermaid performances, turning a routine break into a destination. The service area attracted over 80,000 visitors a day, highlighting the potential to capture spending that would otherwise bypass the county. County data show 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%.
The county has also launched a summer tourism campaign, "Water Play Kingdom: Tonglu Is Wild," to promote rafting, family activities, and village stays. This strategy aims to provide enough diverse options for visitors to extend their stays and return across seasons. While natural scenery remains the core appeal, local planners are increasingly treating rivers, caves, and hills as stages for activities and stories rather than mere backdrops.
In preparation for more international visitors, Tonglu is enhancing its infrastructure. Yaolin township has been selected as a provincial pilot area for inbound-tourism innovation, with efforts focused on multilingual signage, international payment options, and other services. These practical improvements are crucial for making trips seamless for overseas guests, complementing the cultural attractions. The county's tourism push remains rooted in its natural assets, but the visitor's role is evolving from passive observer to active participant, whether joking with a cave character or marveling at mermaids at a highway rest stop.
