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.

中國西北部的甘肅省,，夏夜的敦煌鳴沙山上,，萬千游客圍繞在600平方米的巨大五星紅旗周圍，高聲合唱《歌唱祖國》,，場面震撼,。

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.

這場戶外音樂會將鳴沙山月牙泉景區(qū)的自然美景與音樂相結(jié)合,，打破了景區(qū)和音樂會場館之間的界限，為游客提供了沉浸式體驗(yàn),。這種創(chuàng)新的旅游體驗(yàn)?zāi)Ｊ椒从沉酥袊穆脴I(yè)態(tài)振興與文旅產(chǎn)品多元化,。

Turning the journey into the destination

將旅途化為目的地

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.

沿著地處中國西北部青海省的青海湖旅游專用公路行駛，游客們能領(lǐng)略令人心醉神迷的美景：一片片金黃色的花海絢爛綻放,，湛藍(lán)的青海湖水一路延展至地平線,，水天交相輝映。乘車游覽的游客禁不住停車拍照,，對這般美景贊不絕口,。

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.

該專用公路（I期），沿線隔離欄,、路標(biāo)充分融合青海湖相關(guān)元素,，讓公路也成為了旅游景區(qū)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,，一列載著160名游客去避暑的火車從龍井火車站出發(fā),，開往位于中國東北吉林省延邊朝鮮族自治州的長白山火車站。這列火車的五節(jié)車廂以中國東北各種民俗文化為主題進(jìn)行了裝飾,。

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

沿途中,，游客們領(lǐng)略到了原始森林生態(tài)風(fēng)光，在互動體驗(yàn)中感受當(dāng)?shù)孛袼孜幕?，還品嘗了美食佳肴,。

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.

近年來，各地整合區(qū)域交通,、文旅資源,，推出一批如休閑步道、汽車營地,、旅游公路、景觀鐵路等交旅融合創(chuàng)新的產(chǎn)品,、線路,，以“路”為景，讓游客在行的過程中更深入地體驗(yàn)美景,，獲取更豐富的旅途感受,。

Using emotion to elevate experiences

用情感提升體驗(yàn)

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.

據(jù)文化和旅游部舉辦新聞發(fā)布會介紹，今年暑期各地將舉辦超3.7萬場次文旅消費(fèi)活動,。

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.

中國各類博物館通過擁抱新興技術(shù),，為游客提供更具吸引力和沉浸式的體驗(yàn)。通過前沿技術(shù),，參觀者不再只是旁觀者,，而是能夠成為積極的參與者,，從而對傳統(tǒng)文化有新的認(rèn)識。

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.

在江蘇戲曲百戲博物館,，一場戲曲主題展覽讓游客在虛擬空間“開天眼,，入百戲”，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.

在山東曲阜孔子博物館,，游客輕觸屏幕上的問題，就能“穿越時(shí)空”與孔夫子對話互動,。

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“生命藝術(shù)——馬王堆漢代文化沉浸式數(shù)字大展”,，透過巨幅LED球形屏幕、全息投影,，觀眾仿佛置身于馬王堆漢墓T形帛畫中所描繪的“由地入天”儀式,。

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.

這些實(shí)例以及使之成為可能的新技術(shù)徹底改變了參觀博物館的體驗(yàn)。游客從觀察者轉(zhuǎn)變?yōu)閰⑴c者,，獲得了新的沉浸式體驗(yàn),，并對傳統(tǒng)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.

中國西南部的貴州省依托豐富的橋梁資源,，開發(fā)橋上的高空蹦極,、高空秋千、急速滑降等極限項(xiàng)目,，讓游客既能體驗(yàn)極限運(yùn)動的刺激,，又能盡覽壯觀峽谷風(fēng)光。

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

這些體驗(yàn)經(jīng)歷都觸動著游客的情感,，創(chuàng)造出令人難忘和驚嘆的回憶,，提升了文旅業(yè)態(tài)。

Tourism driving night economies

以旅游驅(qū)動夜經(jīng)濟(jì)

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.

夜經(jīng)濟(jì)在煙火氣中蓬勃興起,，然而其發(fā)展并不僅限于此,。多地已出臺相關(guān)政策與措施來激勵創(chuàng)新，加快發(fā)展夜間旅游,，以滿足游客和居民不斷增長的夜間文旅消費(fèi)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."

沉浸式演出與夜游，推動著“夜游”“夜演”向“夜商”引流轉(zhuǎn)化,，不少旅游“過境地”變成旅游“目的地”,，夏日夜間消費(fèi)提檔升級，“夜經(jīng)濟(jì)”活力進(jìn)一步釋放,。

“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."

“真誠才是旅游接待的必殺技,。”鳴沙山月牙泉景區(qū)服務(wù)中心主任李瑛說，“曾經(jīng)很多人到敦煌的行程是早上莫高窟,，下午月牙泉,，晚上就離開；如今,，隨著鳴沙山萬人星空演唱會的打造,，更多游客選擇在敦煌留下來?！?/p>

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.

中國北方內(nèi)蒙古自治區(qū)呼和浩特市塞上老街的商鋪內(nèi),，陳列著琳瑯滿目的少數(shù)民族手工藝品。游客駐足的同時(shí),，也在了解制作手法的過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.

中國旅游研究院院長戴斌表示，過去,，人們對旅游的認(rèn)識停留在“看山看水看風(fēng)景”的觀光階段,。而如今，文旅融合推動著旅游業(yè)進(jìn)行轉(zhuǎn)型升級,。

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.

現(xiàn)在,，游客們在旅游中不僅欣賞美麗風(fēng)景，也沉浸式體驗(yàn)更豐富的旅游項(xiàng)目,。特別是藝術(shù)節(jié),、演唱會等文化項(xiàng)目作為新型旅游資源，已經(jīng)成為推動旅游業(yè)高質(zhì)量發(fā)展的重要力量,。