"We are here for the museums by the canal." The Hangzhou Arts and Crafts Museum has an endless stream of tourists, many of whom are family tourists from other places.

In the winter vacation that just passed, museums around the world ushered in a wave of tourists.

In recent years, the popularity of programs such as "Only Green", "Tang Palace Banquet", "I am repairing cultural relics in the Forbidden City" and other programs have aroused people's enthusiasm for cultural museums, and the "museum craze" has quietly emerged.

It has become a popular travel choice to settle down to visit an exhibition and listen to a professional explanation.

Museums around the world have also made moves one after another, launching interactive experiences, cultural and creative products, and digital cultural relics, providing cultural and museum lovers with a new "way to open" museums.

General Secretary Xi Jinping pointed out that it is necessary to strengthen the protection and utilization of cultural relics and the protection and inheritance of cultural heritage, improve the level of research, interpretation, display and dissemination of cultural relics, and make cultural relics truly come alive. important business card.

A city, a piece of history, and a piece of cultural relic carry thousands of years of vicissitudes of culture.

Museum tourism "out of the circle", let the stories behind the cultural relics come to the public, and let the knowledge of cultural heritage "fly into the homes of ordinary people", which has become a vivid practice of the integrated development of culture and tourism.

Cultural heritage knowledge "flying into the homes of ordinary people"

  Chen Gang, who has been a tour guide for more than ten years, is very familiar with several important museums in Nanjing: "The discovery of Tomb No. 5 in Changgang Village and the celadon underglaze color has further enriched the connotation of Nanjing's famous historical and cultural city." Han Xin's blue-and-white porcelain vase is the quintessence of blue-and-white porcelain in the late Yuan and early Ming Dynasties." Chen Gang told reporters that in the special exhibition held by the Nanjing Museum recently, many cultural relics are meeting the world for the first time and are very popular.

After working for many years, Chen Gang has become more and more deeply attached to museums.

He also took a part-time job at the Nanjing Museum, and he was busy serving everyone in the face of the hot scene.

  Museum tourism is booming, reflecting the increasing demands of tourists for cultural tourism. Flying around, visiting the scenery, and taking pictures can no longer meet the demand.

Museum explanations have become the most direct way to connect cultural relics and the public.

  "The number of tourists who travel to a city only to visit museums has increased, indicating that in-depth and professional explanations have become a key demand." Feng Yue, head of Beijing Shanyuanmao International Travel Agency, told reporters.

As the person in charge of an organization whose main business is in-depth research and study tours, after the Spring Festival, she clearly felt the explosive growth of orders.

"Our lecturers are all teachers from various colleges and universities. They are professional scholars in the fields of architecture, geology, paleontology, historical archaeology, etc., and can bring high-level explanations."

  Around a cultural theme, visit a city's cultural heritage sites, this kind of itinerary is full of attractions for many tourists.

Feng Yue's team led the research group from "the earliest China" to the starting point of the "Silk Road", connecting heavyweight museums in cities such as Henan Museum, Archaeological Museum, Erlitou Site Museum, etc., learning and sorting out historical development during travel context.

  Every collection in the museum is a carrier to strengthen cultural self-confidence. Museum tours "out of the circle" provide a path for further telling cultural stories and digging out the value of cultural relics.

  "Museum tourism can not only allow tourists to touch history at close range and accept the influence of traditional culture, but also effectively build up national self-esteem and self-confidence, and enhance patriotism. At the same time, museum tourism is also an important form of expression for people to pursue a better life, satisfying people's sentiments needs.” said Wang Jinwei, an associate professor at the School of Tourism Science, Beijing International Studies University.

  As the enthusiasm of tourists to participate in cultural and museum tours continues to rise, every holiday, various museums welcome a large number of tourists, many of whom are family tourists and research teams from all over the world.

According to data from various tourism platforms, the Palace Museum, Henan Museum, Shaanxi History Museum, Sanxingdui Museum, National Museum of China, Nanjing Museum, Dunhuang Museum, etc. have become popular "check-in destinations".

  "With the improvement of residents' living standards and changes in educational concepts, people hope that their children will broaden their horizons and learn knowledge in a wider field, which provides a broad space for the development of museum tourism." Nankai University Modern Tourism Development Provincial Ministry Co-construction Collaboration Shi Peihua, Director of the Innovation Center, pointed out, "The organic combination of cultural activities and sightseeing makes ordinary tourism a high-quality cultural experience."

Quickly "break the circle" with the people-friendly route

  On February 11, the National Museum resumed two volunteer lectures a day before the epidemic, and the volunteer lecturer Yu Jiang quickly put into work.

"I signed up when the history museum, the predecessor of the National Expo, recruited volunteer guides for the first time, and now I have been a volunteer guide for 20 years." Recalling the experience of these years, Yu Jiang said with emotion, a decision stemming from his own hobbies , allowing him to witness the changes in museum tours over the years, "Now more and more people take the initiative to choose a time period with explanations, and I am more motivated to tell people the stories of cultural relics."

  The number of tourists who need cultural experience has increased, and museums have also begun to pursue innovation and special features. The popular special exhibitions, master works restored by holographic technology, and cultural and creative products that continue to "go out of the circle" have left a deep impression on Yu Jiang. impression.

"The sales of many cultural and creative products of the National Expo are very high, which reflects people's love for cultural relics and the history and culture behind them." Yu Jiang said.

  In order to meet people's ever-growing demand for cultural tourism and follow the new trend of upgrading cultural consumption, a wave of innovation and transformation has set off in the field of museums.

During the Spring Festival holiday, various localities launched unique activities, such as the making of traditional velvet flowers in the Capital Museum, the printing of New Year pictures in the Beijing Art Museum, the origami of Hanfu in the Xinjiang Uygur Autonomous Region Museum, and many museums launched online lantern riddles, little commentators, and the theme of the Year of the Rabbit. The special exhibitions are full of the atmosphere of the Spring Festival, and "checking in the museum" has become a new trend of tourism.

  In the Republic of China Hall of the "Internet Celebrity" exhibition hall of Nanjing Museum, Wu Lin, a college student tourist, is taking pictures non-stop. Newspapers, shops, and classic cars convey a strong retro style, as if traveling to the streets of the Republic of China period.

"This is the fourth time I have visited Nanbo, and I still find it novel and rewarding every time." Wu Lin said.

  Facing the increasingly younger tourist group, various museums have launched a variety of products on the basis of telling traditional cultural stories well. Interesting interactions, handmade, night tours, secret exploration, treasure appraisal and various research courses are very popular among tourists.

At the Hangzhou Arts and Crafts Museum, children experienced making paper umbrellas for the year of the rabbit; Shu mahjong ornaments, edible "ancient coins", all kinds of cultural and creative products have become "net celebrities"...

  Wu Ming, secretary-general of the Cultural and Creative Products Professional Committee of the China Museum Association, believes that museum cultural and creative products that are frequently "out of the circle" are a combination of cultural elements, market demand and fashion trends. Museums can give full play to design creativity, make good use of social media, and promote cultural communication. .

  With the support of various innovative elements, the museum has changed its image of "cold" and "serious", and quickly "broke the circle" with the route of being friendly to the people, and went to the public.

Digital technology brings new audio-visual experience

  "Hi everyone, I am your digital commentator Dun Dun." Walking into the 1:1 replica cave of Cave 285 in Mogao Grottoes, wearing AR glasses, the digital commentator "Dun Dun" based on the nine-color deer will introduce the audience Brought into the Western Wei Dynasty more than 1,400 years ago, the real world and the virtual world blended with each other, and the originally static murals jumped up on the wall.

"When you wear glasses, you can see the elegant Dunhuang Flying Apsaras and the running Nine-Colored Deer, which are very vivid and interesting. There are also many caves that have not yet been opened and opened digital tours, which brought us surprises." A tourist said.

  Walking into the Sanxingdui Ruins Museum, wearing MR glasses, the scene in front of you will "live", the real scene and the virtual image are integrated, the ancient cultural relics are like being on the land of Bashu thousands of years ago, telling people today about the life at that time Vientiane.

Open the official account of the Palace Museum, and the mini-program "Visiting the Forbidden City" breaks through the restrictions of offline tours, allowing tourists to visit the Hall of Supreme Harmony and Shoukang Palace.

Hunan Provincial Museum uses virtual reality and three-dimensional image production technology to reproduce the "slow life" of scholars in the Song Dynasty...

  These scenes are the epitome of the museum's exploration of the application of digital technology.

With the support of information technologies such as holographic projection, VR, AR, three-dimensional imaging, and multi-sensor fusion, the way museums visit has changed. Concepts such as digital museums, virtual museums, and smart museums have emerged one after another. Bringing an immersive tour experience, once "sleeping" cultural relics and history become within reach.

  "Digital technology has expanded the time and space boundaries of culture, and also expanded its own functions, bringing novel experiences to tourists and releasing the power of culture through innovation." Shi Peihua pointed out that in the era of digital economy, museums are fully integrating with digital technology.

With the popularization of artificial intelligence, blockchain, cloud computing, big data and other technologies, museums around the world used digital technology to "seek opportunities in crisis" during the epidemic. ” to the “mass commons” historical turn.

  Affected by the three-year epidemic, more and more museums are exploring the "cloud exhibition" and "cloud explanation" models. Online audiences can follow the guides and commentators to "go through the exhibition hall in one mirror" through live broadcasts. Digital exhibition halls, digital collections, Products such as Metaverse have more markets.

  Regarding the future development of museum tourism, some experts also believe that the trend of commercialization and entertainment should be treated with caution, cultural relics protection and tourism development should be combined, economic benefits and social benefits should be unified, and the development concept of "content as the core" should be adhered to , expand effective supply, improve the quality of cultural consumption, promote the integration of cultural resources and modern production and life, and continuously meet the diverse needs of museum tourism.

(Our reporter Lu Yuanzhen)