Watching the scenery change "into the scene", "out of the circle" and brilliant

What is immersive tourism like?

Immersive performances, immersive night tours, immersive exhibitions, immersive neighborhoods... With the accelerated application of virtual reality, artificial intelligence and other technologies in the field of cultural tourism, the traditional tourism industry continues to rejuvenate, smart immersive tourism has gradually become a new choice for tourism, and consumers are willing to try from viewing to "entering the scenery".

The 24th Five-Year Plan for Tourism Development points out that "accelerate the promotion of smart tourism characterized by digitalization, networking and intelligence, deepen 'Internet + tourism', and expand the application of new technology scenarios." "Recently, the Ministry of Culture and Tourism announced the first batch of pilot lists for the cultivation of new spaces for immersive experience of smart tourism, and <> projects were selected, covering immersive night tours, immersive exhibitions, immersive performances, immersive theme blocks and other types. What is the new space for smart tourism immersive experience? What new experiences will it bring to tourism? Let's take a look together -

Dig deep into the cultural connotations

What exactly is a new space for smart tourism immersive experience? Specifically, the new space for immersive experience of smart tourism refers to a new tourism product and consumption scene formed by relying on places or related spaces such as tourist attractions, resorts, leisure blocks, industrial heritage, museums and other places, using digital technologies such as augmented reality, virtual reality, artificial intelligence, and integrating cultural and creative elements, and allowing tourists to deeply intervene and interact with each other through cultural and tourism integration, virtual and real integration.

Traditional culture is an important factor in the "out of the loop" of immersive experience new spaces. It is precisely through excavation, extraction and display of excellent traditional Chinese culture that these new spaces have realized the deep integration of culture and tourism, enriched the connotation of tourism with culture, and promoted the excellent traditional Chinese culture with tourism.

"People in the past have gone by the Yellow Crane, and the Yellow Crane Tower is empty here..." When tourists come to the Yellow Crane Tower in Wuhan, Hubei Province reciting ancient poems, they can also immerse themselves in the "Yellow Crane Tower at Night" project: select moving poetry culture from the rich cultural resources of the Yellow Crane Tower, combine the attractions in the park, and create immersive story scenes such as Xin's Gu wine, fairy dance, and changes in the Yellow Crane Tower through the method of "light and shadow + performance".

At the same time, the "Yellow Crane Tower at Night" project empowers cultural tourism with science and technology, and uses many high-tech light and shadow technologies such as innovative laser projection, laser animation, foreground screen screen, high-pressure water mist, etc., to show the poetry of the Yellow Crane Tower through screen fusion technology; Using augmented reality technology (AR technology), visitors can use AR to find 5 "yellow crane fairies" in the park, and when they find them, they can see the "fairies" dancing, and at the same time receive interactive information from the "fairies", and then the original 5 gray "fairies" on tourists' mobile phones become color activation, so that visitors can experience fun in the sense of substitution of history, stories and scenes. "The light show of the Yellow Crane Tower integrates the plot, scene, audience, and actors through the method of light and shadow and performance, giving people a time-like experience." Mr. Tan from Chengdu said with admiration.

Like the Yellow Crane Tower at Night, cultural empowerment has enabled new immersive experience spaces to bloom across the country, providing visitors with a travel experience that is both artistic and novel. For example, in the "Chang'an Twelve Hours" theme block in Xi'an, Shaanxi Province, tourists dream of returning to the Tang Dynasty and enjoying the beautiful scenery of "fireworks and silver flowers that never sleep"; In Henan Qingming Shanghe Park, tourists swim in the "Qingming Shanghe Map" scroll in front of the IMAX giant spherical screen, enjoy the dynamic travel experience of classic famous paintings, and see the grand scenery of the Song Dynasty...

Experts pointed out that the empowerment of science and technology and creativity will present cultural relics stories, history and culture more vividly, allowing tourists to get a three-dimensional experience between the virtual and real worlds, in roles, tasks, interactions, and in the sense of substitution of historical stories and scenes.

Feel "what you see is what you get"

At dusk, the lights are on, boating on the lake, feeling the charming night in the changing light and shadow, and intoxicated in the haze of the boundless autumn moon... For tourists who come to the shores of Taihu Lake for the first time, the most popular project is the "Flower Throwing a Smile" night tour.

In the "Ethereal Realm" project in Huanhuawan, a streamlined space-time light and shadow tunnel is created by using 3D lighting projection, automatic imaging of projection and fan, creating dynamic water pattern lamps and three-dimensional color changing visual art effects, and installing audio wireless positioning and playback systems on both sides of the river, swimming with the boat, sounding with the boat, simulating the sound of birds and insects.

With the support of AR and other technologies, Huanhuawan has also developed the "Metaverse of Metaverse", which combines intelligent technology with tourists' flower viewing routes, conducts panoramic modeling of the Luming Valley ecological area, creates a variety of virtual scenes, and launches the "Dream Back to Tang Ying" metaverse experience. Visitors can wear smart glasses to interact with deer, cherry blossoms, etc. in the scene, feel the real and vivid metaverse immersive experience, and further realize the "what you see is what you get" experience.

According to reports, with the help of modern digital multimedia technology and stage performing arts, Huanhuawan has created immersive experience projects, which has greatly increased the number of night tourists. "The new immersive experience space uses digital intelligence technology to expand the cognitive space, build a new way of storytelling, show new scenes of cultural tourism consumption, create new products, and form new business formats." Cai Hong, director of the Tourism Research Center of the Capital University of Economics and Business, said.

Activate the vitality of cultural tourism development

"Digital" and "cultural tourism" are empowering in both directions, activating a new engine for cultural tourism development. In recent years, in addition to building immersive space projects, various localities have also actively promoted the construction of smart tourism platforms and built cloud service platforms, so that tourists can easily obtain services and enjoy smart travel at their fingertips.

In Zhejiang, two digital cultural tourism applications, "Zhejiang Cultural Circle" and "Tour Zhejiang", have been launched, integrating resources such as scenic parks, hotels and guesthouses, cultural performances, and folk customs in various cities in Zhejiang; In Guizhou Huangguoshu Scenic Area, through the "Smart Scenic Reservation with Space-Time Synergy" module, the number of visitors entering the park in real time is intelligently controlled, and the synergy function of time dimension and spatial dimension is opened. Chongqing Municipal Economic and Information Commission and other departments will carry out "5G + smart tourism" application pilot projects... All localities are using digital scenarios to provide services to tourists, promote the organic combination of information technology and tourism public service platforms, and enrich online service models.

Sun Hui, Secretary-General of Tencent Cultural Tourism Industry Research Institute, suggested that the development of smart tourism should be guided by demand and pain points, starting from the four aspects of "people, goods, venues and brands" to help upgrade the supply and demand of the tourism industry. Among them, "field" refers to the scene, whether online or offline, the core of tourism is still scene-based content and experience. At present, the experience economy has become an important demand and development direction, and the application of digital technology has allowed cultural tourism formats to break the boundaries of time and space and bring more and better experiences in the dimensions of user connection, content mining, creative transformation, and digital and real integration. (People's Daily Overseas Edition, Ye Xiaonan, Zhou Qing)