Tonglu, a county in Zhejiang province in eastern China, is redefining its tourism approach by blending natural scenery with immersive experiences and infrastructure improvements. The county, long celebrated for the beauty of the Fuchun River, is now adding performers, interactive storylines, water activities, and even unusual roadside attractions to encourage visitors to participate rather than simply observe.
One notable example is the 'Turtle Immortal' character at the Chuiyun Tongtian River scenic area. Played by Zhang Yunbin, a 26-year-old opera performer who studied in Russia and speaks English and Russian, the character interacts with visitors on boats winding through limestone caves. This performance is part of a rotating cast inspired by the classic Chinese novel 'Journey to the West,' featuring characters like Zhu Bajie, the Bull Demon King, and Taishang Laojun. Over 120 performers take part in this program, improvising with visitors and pulling them into short scenes along the route. This approach is part of what tourism marketers call immersive travel, and it is also being implemented at other sites, such as Yaolin Wonderland and Yan Ziling Fishing Platform, where performers appear among caves, riverbanks, and mountain paths as characters from folklore, history, and local life.
Perhaps the most unconventional initiative is the aquarium at the Tonglu service area on the G25 Changchun–Shenzhen Expressway. During China's May Day holiday, travelers found more than just fuel and snacks; they encountered a large aquarium with mermaid performances, turning a routine highway break into a destination. According to local authorities, the service area received more than 80,000 visitors a day during the holiday. The idea is to capture spending that would otherwise pass through the county without stopping. A traveler who pulls over for coffee may stay for a show, buy a meal, or decide to explore nearby attractions. County data show that Tonglu received 1.61 million visits during the May Day holiday, up 13.2% from a year earlier, with tourism revenue reaching 958 million yuan (approximately $132 million), a 12.4% increase. While these numbers do not prove a direct causal link, they highlight the value Tonglu sees in making travel stops more memorable and turning short visits into longer ones.
In late July, Tonglu launched a summer tourism campaign called 'Water Play Kingdom: Tonglu Is Wild,' targeting visitors looking for a mix of rafting, family activities, village stays, and outdoor recreation. The county's offerings now range from river rafting and mountain-stream activities to family resorts, rural walks, and evening events. The strategy is less about promoting a single landmark and more about creating enough options for visitors to spend a full weekend or return in another season. This broader approach is crucial for a destination with abundant natural scenery; Tonglu's rivers, caves, and hills remain the foundation of its appeal, but local planners are increasingly treating these landscapes as settings for activities, stories, and encounters rather than as mere backdrops for a quick stop.
Additionally, Tonglu is preparing for more international travelers. The multilingual 'Turtle Immortal' has become a symbol of this effort, and behind the lighthearted interactions lies a practical push to improve the visitor experience. Yaolin township has been selected as a provincial pilot area for inbound-tourism innovation, with work underway on multilingual signs, international payment options, and other services for overseas guests. For international visitors, these details can be as important as the attractions themselves; clear directions, workable payment systems, and accessible information determine whether a trip feels easy or frustrating. Tonglu's tourism push remains rooted in its natural assets, but the role of the visitor is changing. Tourists may still come for the view, but they may also find themselves joking with a cave character, watching mermaids at a highway rest stop, or joining an activity that asks them to do more than pose for a photo.
