Tonglu, a county in Zhejiang province, is redefining its tourism approach by integrating interactive elements into its natural landscapes. Known for the scenic beauty along the Fuchun River, Tonglu is now adding performers, interactive storylines, and unexpected attractions to encourage visitors to actively participate rather than just observe. This shift reflects a broader trend in China's tourism industry toward immersive experiences.
One notable example is the Chuiyun Tongtian River scenic area, where Olympic champion diver Quan Hongchan recently visited and interacted with the 'Turtle Immortal,' a costumed performer. This character, played by Zhang Yunbin, a 26-year-old opera performer who speaks English and Russian, engages visitors in improvisational exchanges along a river route through limestone caves. The performance is part of a rotating cast inspired by 'Journey to the West,' featuring characters like Zhu Bajie and the Bull Demon King. Over 120 performers participate in this program, which emphasizes interaction over a fixed show, allowing visitors to joke back and become part of the moment.
Similar initiatives are emerging across Tonglu, including at Yaolin Wonderland and Yan Ziling Fishing Platform, where performers appear as folklore and historical characters, offering brief role-playing exchanges or stories that enhance the tour experience. These efforts aim to give visitors a reason to linger and engage more deeply with the sites.
Perhaps the most unconventional experiment is at the Tonglu service area on the G25 Changchun–Shenzhen Expressway. During the May Day holiday, this highway rest stop featured a large aquarium with mermaid performances, drawing crowds and turning a routine break into a destination. The service area received over 80,000 visitors a day during the holiday, according to local authorities. This initiative captures spending that might otherwise pass through the county, as travelers who stop for coffee may stay for a show or decide to explore nearby attractions.
County data show that Tonglu received 1.61 million visits during the May Day holiday, a 13.2% increase from the previous year, with tourism revenue reaching 958 million yuan (approximately $132 million), up 12.4%. While these numbers don't prove a direct causal link to the new attractions, they indicate the potential value of making travel stops more memorable.
In late July, Tonglu launched a summer tourism campaign called 'Water Play Kingdom: Tonglu Is Wild,' targeting visitors interested in rafting, family activities, village stays, and outdoor recreation. The county's offerings now span from river rafting to evening events, reflecting a strategy to provide enough options for full weekends or return visits. This approach moves beyond promoting a single landmark to creating a diverse portfolio of experiences.
Tonglu is also preparing for more international visitors. The multilingual 'Turtle Immortal' has become a symbol of this effort, sparking humorous social media posts about 'the Heavenly Palace opening an international branch.' Behind the humor, practical improvements are underway: Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with work on multilingual signs and international payment options. These details are crucial for making trips smooth for overseas guests, as clear directions and accessible payment systems can be as important as the attractions themselves.
Ultimately, Tonglu's tourism push remains rooted in its natural assets—water, mountains, and caves—but the role of the visitor is evolving. Tourists may still come for the views, but they are increasingly invited to joke with cave characters, watch mermaids at a highway rest stop, or join activities that demand more than a photo op. This transformation positions Tonglu as a destination where participation is key, potentially setting a precedent for other regions in China's competitive tourism market.
