Heritage comes alive as visitors flock to immersive cultural attractions

Clad in traditional Chinese robes, a group of young overseas visitors of Chinese descent stepped into a lantern-lit cultural district in the ancient city of Xi'an, Northwest China's Shaanxi province, immersing themselves in a world they had seen only on screen.

"The moment I walked through the gate, the whole setting made me feel like I was traveling back more than a thousand years," said a group member from Singapore.

During their visit last week, these visitors snapped photos, watched live performances, and played street games in the re-created streetscape modeled on Chang'an, capital of the Tang Dynasty (618-907).

As the country's first immersive block featuring Tang-style street life, the project, which opened in 2022, was upgraded earlier this year to create a more engaging atmosphere. To date, it has recorded over 7.5 million visits.

"We aim to attract more people through the modern expression of traditional aesthetics," says Zou Linfeng, head of the tourism project.

The attraction offers a glimpse into a broader trend. This summer, traditional Chinese culture has been gaining new appeal as global tourists embrace offerings rooted in China's heritage.

Today, visitors are not satisfied with just sightseeing at cultural landmarks. Instead, they are seeking immersive experiences that forge a deeper connection with traditional Chinese culture. Guofeng (Chinese-style) immersive tours have thus become a draw for visitors this summer. Data from Tongcheng Travel, a leading Chinese online travel agency, show that as of July 23, searches for keywords such as "guofeng" and "immersive" on the platform had more than doubled month on month.

Langfang, a city adjacent to Beijing in North China's Hebei province, has recently ranked among the top 10 destinations for such tours, according to the platform. Many visitors flock to this place for a theater complex drawing inspiration from a Chinese literary classic.

Named Unique Dream of Red Mansion, the attraction features 55 innovative plays, including those inspired by the seminal 18th-century novel A Dream of Red Mansions and independent ones, turning traditional Chinese literature into accessible, tangible, and interactive cultural spaces.

A recent highlight is a debut production consisting of 35 micro-theaters, where visitors draw and swap cards to chart their own viewing journey. Within each theater, viewers sit just steps from the actors, becoming part of the narrative itself.

Wang Chaoge, general director of the theater complex, explains that such productions are designed to allow each viewer to participate in the play as it unfolds, while delivering even greater emotional intensity within a short span of time.

Since its opening in 2023, the theater complex has staged approximately 24,000 performances and received over 14 million visits.

Zhao Yu, a second-time visitor from North China's Tianjin, says that the venue provides a different experience from traditional theaters. "Instead of watching a single play for several hours, we can enjoy performances here throughout the day, stay for a night, and continue our experience the next day."

Students are a major group of travelers during the summer travel rush. The summer vacation provides them with an opportunity to gain hands-on experience in the traditional Chinese culture that they learn at school.

Li Jinhan, 15, tried her hand at restoring a replica mural panel at an intangible cultural heritage experience base in Dunhuang, a vital ancient Silk Road hub in Northwest China's Gansu province. From injecting consolidants to filling cracks, the girl realized how challenging yet significant it is to keep the historical treasure alive.

"Reading about it is one thing, but doing it is another," says Jinhan. "The restoration allows me to slow down and appreciate the timeless beauty of Dunhuang murals."

Her experience was part of a study tour that emerged from growing demand among students and parents for a deeper understanding of the country's cultural heritage.

"The study tours can sow the seeds of culture in young minds," says Du Yongwei, the base's founder. "With new scenarios and fresh expressions, we build a bridge for that passion to grow."

Similar on-site classes are thriving nationwide.

Meanwhile, international tourists are getting on board. More overseas visitors are taking dedicated trips to China to participate in culturally themed study tours, amid the country's expanding visa-free entry policies.

Earlier this month, a 30-member Italian group finished a study tour in Hainan, China's southernmost island province. During the two-week program, teenagers engaged in courses and activities involving language learning and handicraft making, among others.

With more firsthand experience of the country and a better understanding of its culture, views of China have turned more positive. According to a Pew Research Center study published this month, a median of 46 percent of respondents across the 20 countries surveyed annually since 2023 holds a favorable view of China, up from 32 percent in 2023. The figure now surpasses the median favorability rating for the United States.

XINHUA