People’s Daily pays attention to the holiday travel market in Shandong and other places： cross-border integration of science and technology, innovative travel mode
"Performance+","Event+"and "Technology+"… The holiday travel market continues to heat up.
The vitality of new consumption in the cultural tourism scene is rejuvenated.
Our reporter Guan Xuanyue
Visit the national tide market in the ancient city, take a "go-and-go" trip with the games, and punch in an immersive exhibition with your family … During the National Day and Mid-Autumn Festival holidays, the consumption boom of cultural tourism continues to heat up.
Recently, the Ministry of Culture and Tourism launched the National Day Culture and Tourism Consumption Month. Around the world, more than 29,000 cultural tours will be held and more than 480 million yuan of consumption subsidies will be distributed around the rich supply of featured products such as watching dramas, visiting mountains and rivers, Mid-Autumn Festival reunions, cultural experiences, red tourism, great powers and elegant demeanor of the times.
New formats, new scenes and new products are constantly emerging, providing more choices for travel and bringing new experiences to tourists. "Plastic travel with literature, display literature with tourism", the deep integration of culture and tourism, high-quality development, stimulate new vitality of consumption.
In-depth cultural experience, update the cultural travel scene
What kind of experience is it to watch an immersive garden live-action musical in the Centennial Hall? On the evening of October 1st, the musical "Ji Xi Sheng" premiered in Shanghai Merchant Shipping Hall, telling the story of the rise and fall of national commerce and the non-legacy of traditional Chinese opera.
Merchant Shipping Hall is the oldest existing trade hall in Shanghai and the most representative chamber of commerce building. Different from the fixed position of traditional performances, the play uses a "semi-mobile" viewing mode to make the audience become the people in the play, and follow the characters in the play to shuttle through the real-life space such as the patio, the inner house and the stage of the merchant ship hall, and provide a new experience by combining digital media interactive technology.
The response of the premiere was enthusiastic, and traditional culture lovers and young audiences came to punch in. "It’s very enjoyable. You can enjoy the style of the century-old hall while unlocking the plot." Audience Ms. Zhang said.
On October 1st, Yang Shanshan, a tourist, was taking his children to experience the skill of making dried noodles in the vermicelli experience hall in Juehui Village, dongbei town, Zhongjiang County, Deyang, Sichuan. Zhongjiang vermicelli has a long history and unique technology. "From dough mixing to drying, it takes 5 fermentations and 18 processes, which is full of ingenuity. I feel very rewarding. " Yang Shanshan said.
On that day, many tourists came to experience the "intangible heritage on the tip of the tongue". Before the booth of the village theme activities, local agricultural special products were very popular. "We have launched a modern urban leisure and farming experience, so that tourists can feel the charm of Zhongjiang noodles from’ a silver thread’." Lin Hao, deputy director of the Management Committee of the Agricultural, Cultural and Tourism Integration Development Demonstration Zone in Noodles Village, Zhongjiang County, introduced.
Nowadays, more and more tourists are no longer satisfied with just sightseeing, but pay more attention to deep and personalized cultural experience. Experience traditional folk customs in ancient streets and lanes, feel traditional skills in characteristic villages, and select cultural and creative products in museums … Cultural creativity is integrated into cultural tourism consumption, unlocking new scenes and rejuvenating.
Travel with the event and activate the consumption format.
On October 1st, the sports center in Hedong New District, Suining, Sichuan was full of people. On the field, two football teams are in fierce confrontation. Off the field, tens of thousands of spectators cheered and cheered. Sharla Cheung, an audience from Chongqing, was very excited. "I grabbed the ticket more than half a month in advance!" When they checked in at the hotel, the Sharla Cheung family also enjoyed a check-in discount with the tickets for the competition, and received a gift as a companion, which surprised them very much.
A ticket stub, linking the cultural tour and the performance of the event. Suining introduced supporting preferential policies such as trade union coupons, catering coupons and ticket stub discounts. "We issued 7 million yuan of coupons for catering, accommodation and refueling through the’ Suining Tong’ WeChat applet." Yan Shu, deputy director of Suining Municipal Bureau of Commerce, said that with the ticket stubs of football matches, tourists can enjoy discounts at 295 merchants.
Breaking the waves, the rowing boat is moving forward at full speed. In Xinjin District, Chengdu, Sichuan, the 2025 Chengdu Rowing Open was held, attracting many tourists to watch the race. At the scene, the local government issued "Jin carp cards" to citizens to attract consumers to participate in the fish head hot pot food consumption season and enjoy exclusive delicious discounts and cultural experiences. "We use the event as a medium to incite the big scene through the’ Jinyu Card’ and turn cultural flow into consumption increment." Ren Yan, the person in charge of anxi town in Xinjin District, said.
"Traveling with events" and "going to a city for a performance" have become a new fashion, activating a new format of cultural tourism consumption.
Cross-border integration of science and technology, innovative cultural tourism model
At the foot of Laohe Mountain in Xihu District, Hangzhou, Zhejiang Province, M511, an immersive cultural space transformed from the former site of the old film factory, has become a popular punching place for citizens and tourists during holidays.
"Now, let’s start a journey about the universe." In the "Deep Space Future" Cosmic Theater, the 8K immersive exploration space composed of 16m L-shaped screen restores the magnificent scene of the universe roaming. "AI real-time interaction, laser dynamic tracking, and multi-channel spatial sound effects make people feel like they are in an interstellar scene." Song Wanqi, a tourist from Shandong, is still unfinished.
The deep integration of "technology+art" enriches the supply of holiday travel. For example, the VR exhibition "Notre Dame de Paris Eternal" makes the audience feel the shock of the virtual scene of "light and shadow+technology+art". "These projects transform themes such as history and science fiction into perceptual experiences through digital technology, and let the audience feel the blend of tradition and future in a way of’ participation and co-creation’." Huang Yueying, general manager of Zhejiang Guangying Space Culture Creative Co., Ltd. said.
This holiday, Gerun Fude Ecological Ranch in Huangshanguan Town, Longkou City, Yantai, Shandong Province is very popular. Children learn about the whole process from a grass to a drop of milk in modern cowshed and visual milking hall; Close observation in dairy farming area; Watch robots shuttle back and forth in the pasture, and learn about the upgrading of traditional agriculture and animal husbandry … This pasture has realized the intelligence, automation and environmental protection of the whole breeding process, and created new scenes of cultural tourism such as animal-friendly bases and waterfront camps in the park. "Popular Science Sightseeing+Theme Amusement", the integration and development of agriculture, literature and tourism, attracts many parent-child families.
On October 1st, a water dance show named "Pearl of Glacier" was staged in Zonglang Lingquan Scenic Spot, Yecheng County, Kashgar, Xinjiang. This performing arts activity combines light and shadow technology with cultural elements of Silk Road, and presents an immersive performance through technologies such as projection, laser water curtain and intelligent fountain … The "fusion state" products have their own characteristics and become the highlight of cultural tourism consumption. The organic integration of tourism, agriculture, industry and other fields will bring more abundant supply of cultural tourism products and explore more diversified development models of cultural tourism.
(Our reporters Wang Yongzhan, Cao Lingjuan, Xiao Jiaxin, Dou Yuyang and Luo Aihua participated in the writing)
People’s Daily (October 3, 2025, 02 edition)
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