Tonglu County in Zhejiang province, China, is redefining its tourism approach by shifting from passive sightseeing to active participation. The county, known for the scenic Fuchun River, now integrates performers, interactive storylines, and unexpected attractions to create immersive experiences. This strategy is evident in the Chuiyun Tongtian River scenic area, where visitors encounter characters from the classic novel Journey to the West, such as the "Turtle Immortal" played by Zhang Yunbin, a multilingual opera performer. These performers improvise with visitors, turning boat rides into engaging dialogues. The initiative involves over 120 performers across various sites, including Yaolin Wonderland and Yan Ziling Fishing Platform, aiming to give visitors reasons to linger.
One of Tonglu's most unconventional experiments is the aquarium at the Tonglu service area on the G25 Changchun–Shenzhen Expressway. During the May Day holiday, the rest stop drew over 80,000 visitors daily with its large aquarium and mermaid performances, transforming a routine break into a destination. This approach captures spending that might otherwise bypass the county. County data shows that Tonglu received 1.61 million visits during the holiday, a 13.2% increase year-over-year, with tourism revenue reaching 958 million yuan (approximately $132 million), up 12.4%.
The summer campaign "Water Play Kingdom: Tonglu Is Wild" launched in late July, promoting rafting, family activities, and village stays. This broader strategy aims to provide enough options for visitors to spend a full weekend or return in different seasons. While natural scenery remains the foundation, local planners are treating landscapes as settings for activities and stories rather than mere backdrops.
For international travelers, Tonglu is enhancing accessibility. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation, focusing on multilingual signs and international payment options. The multilingual "Turtle Immortal" has become a symbol of this effort, with Chinese social media joking that "the Heavenly Palace has opened an international branch." These practical improvements are as important as the attractions themselves, ensuring that trips are smooth and enjoyable.
The county's tourism push remains rooted in its natural assets—water, mountains, and caves—but the visitor's role is changing. Tourists may still come for the views, but they now find themselves joking with cave characters, watching mermaids at a highway rest stop, or joining activities that demand more than a photo op. This shift reflects a broader trend in tourism: creating memorable, participatory experiences that encourage longer stays and repeat visits.
