Tonglu Transforms Tourism with Immersive Experiences and Infrastructure Upgrades

Tonglu, a county in Zhejiang province, is redefining its tourism approach by blending natural beauty with interactive experiences. The recent visit of Olympic champion diver Quan Hongchan to the Chuiyun Tongtian River scenic area highlighted this shift, as she engaged with the 'Turtle Immortal,' a costumed performer who entertains boat passengers with improvisational dialogue. This encounter, which quickly spread on Chinese social media, underscores a broader trend: Tonglu is moving beyond passive sightseeing to create immersive encounters that encourage visitors to participate actively.

The 'Turtle Immortal,' played by 26-year-old opera performer Zhang Yunbin, is part of a rotating cast inspired by the classic novel Journey to the West. More than 120 performers improvise with visitors along river routes and cave tours, inviting them to joke, pose, and engage in short scenes. Similar programs are appearing at other sites like Yaolin Wonderland and Yan Ziling Fishing Platform, where performers blend folklore and history into the natural landscape. The goal is to give visitors reasons to linger and explore deeper.

Tonglu's most unconventional experiment is at a highway rest stop on the G25 Expressway. During the May Day holiday, the Tonglu service area featured a large aquarium and mermaid performances, turning a routine break into a destination. The rest stop attracted over 80,000 visitors daily, capturing spending that might otherwise bypass the county. This strategy contributed to Tonglu receiving 1.61 million visits during the holiday, a 13.2% increase, and tourism revenue reaching 958 million yuan (about $132 million), up 12.4%.

The county is also expanding its summer offerings with the campaign 'Water Play Kingdom: Tonglu Is Wild,' promoting rafting, family activities, village stays, and outdoor recreation. By diversifying activities, Tonglu aims to extend visitor stays and encourage repeat visits. This approach leverages the region's natural assets—rivers, caves, and hills—as backdrops for interactive experiences rather than mere photo opportunities.

Preparations for international tourists are also underway. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with efforts to improve multilingual signage, international payment options, and other services. The multilingual 'Turtle Immortal' symbolizes this push, as he chats with overseas visitors in English, drawing playful social media comments about 'the Heavenly Palace opening an international branch.' For foreign guests, practical details like clear directions and accessible payment systems are as crucial as the attractions themselves.

Tonglu's tourism evolution reflects a strategic shift from passive appreciation to active participation. While the natural scenery remains the foundation, the county is investing in experiences that make travel stops memorable and encourage longer, more fulfilling visits. This approach not only boosts local revenue but also positions Tonglu as a destination that values visitor engagement and international accessibility.