Tonglu, a county in Zhejiang province, is redefining its tourism strategy by moving beyond scenic views to immersive experiences. The recent visit of Olympic champion diver Quan Hongchan to the Chuiyun Tongtian River scenic area highlighted this shift, as she interacted with the 'Turtle Immortal,' a performer dressed as a character from 'Journey to the West.' This encounter, which went viral on Chinese social media, underscores a broader trend in Tonglu: engaging visitors through interactive storytelling and unexpected attractions.
The 'Turtle Immortal' is played by Zhang Yunbin, a 26-year-old opera performer who speaks English and Russian. He is part of a rotating cast of over 120 performers who improvise with visitors along river routes and limestone caves at Chuiyun Tongtian River. Rather than a fixed show, these performers engage travelers in dialogue, photo opportunities, and short scenes, making each visit unique. Similar immersive experiences are popping up at other sites like Yaolin Wonderland and Yan Ziling Fishing Platform, where characters from folklore and history appear among natural landscapes.
Perhaps the most unconventional initiative is the aquarium at the Tonglu service area on the G25 Expressway. During China's May Day holiday, travelers were treated to a large aquarium with mermaid performances, turning a routine rest stop into a destination. The service area attracted over 80,000 visitors per day, according to local authorities. This strategy aims to capture spending from the millions of travelers who pass through the county, encouraging them to stay longer and explore nearby attractions.
The results are promising. During the May Day holiday, Tonglu received 1.61 million visits, 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 directly link to the aquarium or performers, they indicate that making travel stops more memorable can pay off.
In late July, Tonglu launched its summer campaign 'Water Play Kingdom: Tonglu Is Wild,' promoting rafting, family activities, village stays, and outdoor recreation. This diversified approach encourages visitors to extend their stays and return in different seasons. The county is also preparing for international tourists by improving multilingual signage, payment options, and other services. Yaolin township has been selected as a provincial pilot for inbound-tourism innovation.
As Tonglu enhances its tourism offerings, it remains rooted in its natural beauty—rivers, caves, and hills—but now adds layers of interaction and convenience. Visitors may still come for the scenery, but they leave with memories of joking with a cave character or watching mermaids at a highway rest stop. This strategy not only boosts tourism revenue but also positions Tonglu as a forward-thinking destination in China's competitive travel market.
