沉浸式暑期游，你体验了吗？

On a summer night, thousands of tourists gathered around a 600-square-meter Chinese national flag, singing the song “Ode to the Motherland” at Mingsha Mountain in Dunhuang, northwest China’s Gansu Province.

中国西北部的甘肃省，夏夜的敦煌鸣沙山上，万千游客围绕在600平方米的巨大五星红旗周围，高声合唱《歌唱祖国》，场面震撼。

The outdoor concert combined the natural beauty of Mingsha Mountain and the Crescent Spring scenic spot with music, providing visitors with an immersive experience, transcending the boundaries between scenic spot and concert venue. The innovative tourism model reflects the revitalization and diversification of China’s cultural and tourism industry.

这场户外音乐会将鸣沙山月牙泉景区的自然美景与音乐相结合，打破了景区和音乐会场馆之间的界限，为游客提供了沉浸式体验。这种创新的旅游体验模式反映了中国文旅业态振兴与文旅产品多元化。

Turning the journey into the destination

将旅途化为目的地

Driving along the new tourist road project at Qinghai Lake, in northwest China’s Qinghai Province, tourists are treated to a breathtaking view: fields of golden flowers in full bloom, with the azure blue waters of Qinghai Lake stretching to the horizon, blending with the sky. Tourists traveling by car can't resist stopping to take photos, marveling at the scenery.

沿着地处中国西北部青海省的青海湖旅游专用公路行驶，游客们能领略令人心醉神迷的美景：一片片金黄色的花海绚烂绽放，湛蓝的青海湖水一路延展至地平线，水天交相辉映。乘车游览的游客禁不住停车拍照，对这般美景赞不绝口。

The road project, in its first stage, incorporates elements related to the lake into the road barriers and signs, turning the road into a part of the tourist attraction.

该专用公路（I期），沿线隔离栏、路标充分融合青海湖相关元素，让公路也成为了旅游景区的一部分。

On July 17, a train departed from Longjing Railway Station to Changbaishan Railway Station, in Yanbian Korean Autonomous Prefecture, northeast China’s Jilin Province, carrying 160 tourists on a summer retreat. The five carriages of the train were decorated with themes from various folk cultures of China’s northeast.

7月17日，一列载着160名游客去避暑的火车从龙井火车站出发，开往位于中国东北吉林省延边朝鲜族自治州的长白山火车站。这列火车的五节车厢以中国东北各种民俗文化为主题进行了装饰。

Along the journey, the tourists enjoyed pristine forest scenery, experienced local culture, and savored delicious cuisine.

沿途中，游客们领略到了原始森林生态风光，在互动体验中感受当地民俗文化，还品尝了美食佳肴。

In recent years, various places have integrated regional transportation and cultural tourism resources, introducing innovative products and routes that combine transportation and tourism. These include leisure trails, car campsites, scenic highways, and scenic railways. These efforts make the journey itself a tourist destination.

近年来，各地整合区域交通、文旅资源，推出一批如休闲步道、汽车营地、旅游公路、景观铁路等交旅融合创新的产品、线路，以“路”为景，让游客在行的过程中更深入地体验美景，获取更丰富的旅途感受。

Using emotion to elevate experiences

用情感提升体验

According to a press conference held by China’s Ministry of Culture and Tourism, over 37,000 cultural and tourism consumption activities will be held across the country this summer.

据文化和旅游部举办新闻发布会介绍，今年暑期各地将举办超3.7万场次文旅消费活动。

Chinese museums are embracing new technologies to offer visitors a more engaging and immersive experience. Through cutting-edge technologies, visitors can go beyond being observers and become active participants, gaining a renewed appreciation for traditional culture.

中国各类博物馆通过拥抱新兴技术，为游客提供更具吸引力和沉浸式的体验。通过前沿技术，参观者不再只是旁观者，而是能够成为积极的参与者，从而对传统文化有新的认识。

At Jiangsu’s Museum of Traditional Chinese Opera, an exhibition themed around opera allows visitors to “open their eyes and enter the world of opera” in a virtual space, experiencing the beauty of Kunqu Opera.

在江苏戏曲百戏博物馆，一场戏曲主题展览让游客在虚拟空间“开天眼，入百戏”，沉浸感受昆曲之美。

At the Confucius Museum in Qufu, Shandong Province, visitors can interact with Confucius by touching questions on a screen, as if conversing with him across time.

在山东曲阜孔子博物馆，游客轻触屏幕上的问题，就能“穿越时空”与孔夫子对话互动。

At Hunan Museum's “The Art of Life: Multimedia Exhibition of Mawangdui Han Culture,” visitors are immersed in the "from earth to heaven" ritual depicted in the T-shaped silk painting from the Mawangdui Han Tomb through a giant LED spherical screen and holographic projections.

在湖南博物院的“生命艺术——马王堆汉代文化沉浸式数字大展”，透过巨幅LED球形屏幕、全息投影，观众仿佛置身于马王堆汉墓T形帛画中所描绘的“由地入天”仪式。

These examples and the new technologies that make them possible have completely changed the museum going experience. Visitors are transformed from observers to participants, gaining new immersive experiences and a deeper understanding of traditional culture.

这些实例以及使之成为可能的新技术彻底改变了参观博物馆的体验。游客从观察者转变为参与者，获得了新的沉浸式体验，并对传统文化有了更深入的了解。

Southwest China’s Guizhou Province capitalizes on its numerous bridges to offer thrilling activities like bungee jumping, high-altitude swings, and rapid descents. This allows visitors to experience the adrenaline rush of extreme sports while appreciating the breathtaking canyon views.

中国西南部的贵州省依托丰富的桥梁资源，开发桥上的高空蹦极、高空秋千、急速滑降等极限项目，让游客既能体验极限运动的刺激，又能尽览壮观峡谷风光。

These experiences all play on the emotions of visitors, creating memorable and amazing memories that elevate the cultural and tourism industry.

这些体验经历都触动着游客的情感，创造出令人难忘和惊叹的回忆，提升了文旅业态。

Tourism driving night economies

以旅游驱动夜经济

Night economies thrive on an atmosphere of bustling activity, but they also rely on more than just that. Many places have implemented policies and measures to encourage innovation to accelerate the development of nighttime tourism, meeting the growing nighttime cultural and tourism demands of both tourists and residents.

夜经济在烟火气中蓬勃兴起，然而其发展并不仅限于此。多地已出台相关政策与措施来激励创新，加快发展夜间旅游，以满足游客和居民不断增长的夜间文旅消费需求。

Immersive performances and night tours are driving the transition from "night tourism" and "night performances" to "night commerce." Many tourist transit points are becoming destinations in their own right, and the summer nighttime economy is being upgraded, further releasing the vitality of the "night economy."

沉浸式演出与夜游，推动着“夜游”“夜演”向“夜商”引流转化，不少旅游“过境地”变成旅游“目的地”，夏日夜间消费提档升级，“夜经济”活力进一步释放。

“Authenticity is the ultimate skill in receiving tourists," said Li Ying, director of the Mingsha Mountain and Crescent Spring Scenic Area Service Center. “In the past, many people’s itinerary in Dunhuang included a morning visit to the Mogao Caves, an afternoon at the Crescent Spring, and then leaving in the evening. Now, with the creation of night concerts, more tourists choose to stay longer in Dunhuang."

“真诚才是旅游接待的必杀技。”鸣沙山月牙泉景区服务中心主任李瑛说，“曾经很多人到敦煌的行程是早上莫高窟，下午月牙泉，晚上就离开；如今，随着鸣沙山万人星空演唱会的打造，更多游客选择在敦煌留下来。”

Shops on Saishang Old Street in Hohhot, north China’s Inner Mongolia Autonomous Region, present a wide range of exquisite handicrafts from various ethnic groups. These captivating displays offer tourists a glimpse into the cultural allure of the ethnic groups.

中国北方内蒙古自治区呼和浩特市塞上老街的商铺内，陈列着琳琅满目的少数民族手工艺品。游客驻足的同时，也在了解制作手法的过程中感受到了不同民族的文化魅力。

Dai Bin, director of the China Tourism Academy, stated that in the past, people’s understanding of tourism was limited to “seeing mountains, waters, and scenery.” Today, the integration of culture and tourism is driving the transformation and upgrading of the tourism industry.

中国旅游研究院院长戴斌表示，过去，人们对旅游的认识停留在“看山看水看风景”的观光阶段。而如今，文旅融合推动着旅游业进行转型升级。

Today, tourists not only appreciate scenic beauty but also immerse themselves in a richer travel experience. Cultural events such as art festivals and concerts have emerged as an important driving force for the high-quality development of the tourism sector, Dai said.

现在，游客们在旅游中不仅欣赏美丽风景，也沉浸式体验更丰富的旅游项目。特别是艺术节、演唱会等文化项目作为新型旅游资源，已经成为推动旅游业高质量发展的重要力量。