Tonglu County in Zhejiang province, China, is redefining its tourism approach by integrating immersive experiences and infrastructure improvements, aiming to transform passive sightseeing into active participation. The county, long admired for its Fuchun River scenery, is now adding performers, interactive storylines, water activities, and even roadside attractions to encourage visitors to engage rather than just observe.
One notable example is the Chuiyun Tongtian River scenic area, where Olympic champion diver Quan Hongchan recently interacted with the "Turtle Immortal," a costumed performer. This character, played by 26-year-old opera performer Zhang Yunbin, engages visitors in improvised dialogue and playful exchanges. Zhang is part of a rotating cast inspired by the classic novel Journey to the West, with more than 120 performers participating. These performers do not deliver fixed shows but instead improvise with visitors, creating spontaneous moments that have become viral on social media. The approach is part of what tourism marketers call immersive travel, inviting visitors to respond and become part of the experience.
Tonglu's most unconventional experiment is 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, turning a routine break into a destination. The service area attracted over 80,000 visitors a day, capturing spending that would otherwise pass through. County data show that Tonglu received 1.61 million visits during the holiday, up 13.2% from the previous year, with tourism revenue reaching 958 million yuan (about $132 million), a 12.4% increase. While these numbers do not prove a direct causal link, they highlight the value of making travel stops memorable.
In late July, Tonglu launched a summer tourism campaign titled "Water Play Kingdom: Tonglu Is Wild," targeting visitors seeking rafting, family activities, village stays, and outdoor recreation. The county's offerings now include river rafting, mountain-stream activities, and evening events, aiming to encourage longer stays and repeat visits. This strategy moves beyond promoting a single landmark, instead creating diverse options for visitors to spend a full weekend or return in different seasons.
Tonglu is also preparing for more international travelers. The multilingual "Turtle Immortal" has become a symbol of this effort, with social media users joking that "the Heavenly Palace has opened an international branch." Behind the humor is a practical initiative: Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, with work on multilingual signs, international payment options, and other services for overseas guests. These details are crucial for international visitors, as clear directions and accessible information can determine whether a trip feels easy or frustrating.
The county's tourism push remains rooted in its natural assets—water, mountains, and caves—but the role of the visitor is changing. Tourists may still come for the view, but they may also find themselves joking with a cave character, watching mermaids at a highway rest stop, or joining an activity that asks them to do more than pose for a photo. This shift reflects a broader trend in tourism where engagement and experience are becoming as important as the scenery itself.
