In a move to transform traditional sightseeing into interactive experiences, Tonglu County in Zhejiang province, China, has introduced a series of immersive attractions that are drawing record numbers of visitors. The strategy, which includes costumed performers, an aquarium at a highway rest stop, and a summer campaign, is part of a broader effort to encourage tourists to engage with the region's natural beauty rather than merely observe it.
One of the most notable additions is the "Turtle Immortal" character at the Chuiyun Tongtian River scenic area. Played by Zhang Yunbin, a 26-year-old opera performer who speaks English and Russian, the character interacts with visitors on boats traveling through the river's limestone caves. The performance, inspired by the classic Chinese novel Journey to the West, features more than 120 performers who improvise with visitors, encouraging them to respond and participate. This approach, known as immersive travel, has proven popular, with some travelers making trips specifically to meet the character.
The immersive strategy extends beyond scenic areas. During China's May Day holiday, the Tonglu service area on the G25 Changchun–Shenzhen Expressway featured a large aquarium with mermaid performances, attracting over 80,000 visitors a day. This transformed a routine highway stop into a destination, capturing spending that might otherwise have passed through 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%.
While these figures do not directly link the aquarium or character programs to the growth, they highlight the value Tonglu places on making travel stops memorable. The county's summer campaign, "Water Play Kingdom: Tonglu Is Wild," launched in late July, aims to attract visitors with river rafting, family activities, village stays, and outdoor recreation. This broad offering is designed to encourage visitors to extend their stays and return in different seasons.
In addition to domestic tourism, Tonglu is preparing for an influx of international visitors. The multilingual "Turtle Immortal" has become a symbol of this effort, and Yaolin township has been selected as a provincial pilot area for inbound-tourism innovation. Work is underway to improve multilingual signs, international payment options, and other services for overseas guests, ensuring that practical details such as directions and payment systems meet the needs of foreign travelers.
The county's tourism strategy remains rooted in its natural attractions—water, mountains, and caves—but the role of the visitor is shifting. Tourists in Tonglu are no longer passive observers; they are invited to joke with cave characters, watch mermaids at a highway rest stop, and participate in activities that require more than posing for a photo. This approach appears to be resonating, as the county sees growth in both visitor numbers and revenue, positioning Tonglu as a model for immersive tourism in China.
