In a bid to move beyond traditional sightseeing, Tonglu, a county in Zhejiang province, is redefining its tourism approach with interactive performances and infrastructure upgrades that turn passive visitors into active participants. The strategy, which includes a highway rest stop aquarium and costumed characters in cave tours, aims to increase visitor spending and lengthen stays.
Olympic champion diver Quan Hongchan's recent visit to the Chuiyun Tongtian River scenic area highlighted the county's innovative tactics. Instead of diving, she interacted with the 'Turtle Immortal,' a costumed performer who entertains boat passengers. This character, played by 26-year-old opera performer Zhang Yunbin, who speaks English and Russian, has become a social media sensation, with visitors traveling specifically to meet him. The performance is part of a larger immersive program at the site, featuring over 120 performers inspired by the classic novel 'Journey to the West.' These performers improvise with visitors, turning a standard cave tour into an engaging experience.
Similar interactive elements are appearing at other Tonglu attractions, such as Yaolin Wonderland and Yan Ziling Fishing Platform, where performers portray folklore and historical characters. The goal is to give visitors a reason to linger and participate, rather than just observe.
Perhaps the most unconventional experiment is the aquarium 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, attracting over 80,000 visitors a day. This initiative aims 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 (about $132 million), up 12.4%.
While these numbers don't prove a direct causal link, they underscore the value Tonglu sees in making travel stops memorable. The county's summer campaign, 'Water Play Kingdom: Tonglu Is Wild,' launched in late July, offers rafting, family activities, and village stays, promoting a mix of options to encourage weekend visits.
Tonglu is also preparing for more international visitors. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with efforts to improve multilingual signs and international payment options. These practical details are crucial for overseas guests, as they can make or break a trip's ease.
The county's tourism push remains rooted in its natural attractions—rivers, caves, and hills—but the role of the visitor is changing. Tourists may still come for the scenery, but they are now invited to joke with cave characters, watch mermaids at a rest stop, and engage with the destination in ways that go beyond a quick photo.
