Tonglu County in Zhejiang province is redefining its tourism approach by adding immersive elements to its natural attractions. The recent visit of Olympic diver Quan Hongchan to the Chuiyun Tongtian River scenic area highlights this shift. Quan, known for her diving prowess, interacted with the 'Turtle Immortal,' a performer who engages visitors in playful banter along the river and through caves. This encounter, which quickly went viral on Chinese social media, illustrates how Tonglu is moving beyond passive sightseeing to encourage active participation.
The 'Turtle Immortal' is portrayed by Zhang Yunbin, a 26-year-old opera performer fluent in English and Russian. He is part of a rotating cast of over 120 performers inspired by characters from the classic Chinese novel Journey to the West, including Zhu Bajie (Pigsy), the Bull Demon King, and the Taoist deity Taishang Laojun. Rather than delivering a fixed show, these performers improvise with visitors, posing for photos and drawing them into short scenes along the route. This interactive approach is also being implemented at other sites like Yaolin Wonderland and Yan Ziling Fishing Platform, where performers appear among caves and riverbanks, creating spontaneous role-playing moments that make tours more engaging.
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, travelers stopping for fuel and snacks encountered a large aquarium with mermaid performances, turning a routine break into a memorable destination. The service area attracted over 80,000 visitors a day during the holiday, according to local authorities. This strategy aims to capture spending from travelers who might otherwise pass through without stopping. County data shows that Tonglu received 1.61 million visits during the May Day holiday, a 13.2% increase year-over-year, with tourism revenue reaching 958 million yuan (approximately $132 million), up 12.4%.
In late July, Tonglu launched its summer tourism campaign 'Water Play Kingdom: Tonglu Is Wild,' targeting visitors interested in rafting, family activities, village stays, and outdoor recreation. The county's offerings now include river rafting, mountain-stream activities, family resorts, rural walks, and evening events. This diversified approach encourages visitors to extend their stays and return in different seasons, building on the area's natural beauty of rivers, caves, and hills.
Tonglu is also preparing for an influx of international tourists. 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.' More practically, Yaolin township has been selected as a provincial pilot area for inbound-tourism innovation, focusing on multilingual signs, international payment options, and improved services for overseas guests. These details are crucial for international visitors, as clear directions and workable payment systems significantly impact their experience.
Tonglu's tourism push remains rooted in its natural attractions, but the role of the visitor 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 engaging in activities that require more than just posing for photos. This immersive strategy aims to create lasting memories and encourage longer, more satisfying visits.
