Tonglu, a county in Zhejiang province known for its scenic Fuchun River, is transforming its tourism strategy by emphasizing immersive experiences and infrastructure upgrades. The recent visit of Olympic champion diver Quan Hongchan to the Chuiyun Tongtian River scenic area highlights this shift. Quan, who did not dive but instead joked with the 'Turtle Immortal,' a costumed performer, sparked widespread social media attention. The performer, played by 26-year-old opera actor Zhang Yunbin, engages visitors in improvised exchanges along the river and cave routes, drawing from characters in the classic novel 'Journey to the West.' With over 120 performers participating, the goal is to encourage visitors to interact, joke back, and become part of the experience, rather than just observe.
Similar interactive elements are being introduced at other sites like Yaolin Wonderland and Yan Ziling Fishing Platform, where performers appear as folklore and historical characters. This approach aims to give visitors reasons to linger, potentially increasing their time and spending in the county. Tonglu's most unconventional experiment, however, is at a highway rest stop. During the May Day holiday, the Tonglu service area on the G25 Changchun–Shenzhen Expressway featured a large aquarium and mermaid performances, attracting over 80,000 visitors a day. This turned a routine break into a destination, capturing spending that might otherwise bypass the county. County data show Tonglu received 1.61 million visits during the holiday, a 13.2% increase year-over-year, with tourism revenue reaching 958 million yuan (about $132 million), up 12.4%.
In late July, Tonglu launched a summer campaign titled 'Water Play Kingdom: Tonglu Is Wild,' promoting rafting, family activities, village stays, and outdoor recreation. This strategy broadens the appeal beyond natural scenery, offering diverse options to encourage weekend stays and repeat visits. The county is also preparing for more international tourists. Yaolin township has been selected as a provincial pilot area for inbound-tourism innovation, focusing on multilingual signage, international payment options, and other services. These practical improvements are crucial for international visitors, as clear directions and accessible information can significantly impact the ease of travel.
Ultimately, Tonglu's tourism push remains rooted in its natural attractions—water, mountains, and caves—but the role of the visitor is changing. Tourists may come for the views, but they increasingly find themselves joking with cave characters, watching mermaids at a highway rest stop, or participating in activities that require more than posing for a photo. This shift toward engagement and convenience is positioning Tonglu as a destination that offers memorable, interactive experiences, driving growth and setting a new standard for regional tourism.
