In a surprising turn of events, the immensely popular Chinese video game *Black Myth: Wukong* has become a powerful catalyst for domestic tourism. The game, featuring 36 ancient architectural sites across China, has sparked a wave of inspiration among local tourism departments, leading them to create innovative crossover projects that are drawing in more tourists than ever before.
This phenomenon reflects the evolving landscape of Chinese tourism. With rising disposable incomes and rapid technological advancements, the demands of Chinese travelers are becoming increasingly diverse, mirroring the rapid shifts in societal trends. The tourism industry is diligently striving to meet these evolving needs, embracing a path towards high-quality development.
One striking example of this adaptation is the strategic decision by numerous local tourism departments to harness the popularity of *Black Myth: Wukong* to invigorate local tourism. This decision makes perfect sense when considering the sheer scale of China’s domestic tourism market. In 2023, China recorded a remarkable 4.89 billion domestic passenger trips, representing a staggering 93.3% year-on-year increase. This surge in domestic travel was accompanied by a remarkable 140.3% year-on-year increase in spending, with domestic travelers shelling out over 4.91 trillion yuan (RM2.3 trillion).
Beyond domestic travel, China also received 82.03 million inbound trips last year as it further opened its economy to the world. China’s tourism sector has evolved into a strategic pillar industry, playing a crucial role in the well-being of its citizens.
Recognizing the potential of this dynamic sector, many local cultural and tourism departments are actively forging a path towards high-quality development within the tourism industry. Their primary goal is to enhance brand image and promote tourism-related products. This pursuit has led to the emergence of the “tourism plus” model, a strategy that fosters coordination among related industries, promotes resource sharing, and intensifies competition among tourism destinations.
Several regions and cities have expertly leveraged the potential of history and culture, using their unique attractions to their advantage. For instance, Harbin, the capital of Heilongjiang Province, seamlessly integrates the art of ice and snow sculpting with music to create the captivating annual Harbin International Ice and Snow Festival. Every winter, artists from around the world gather in Harbin to craft stunning ice and snow sculptures that draw in huge crowds of tourists. To further enhance its international appeal, Harbin hosts a multitude of cultural events, catering to the increasingly varied demands of tourists.
In Fujian Province, the port city of Quanzhou, the historical starting point of the ancient Maritime Silk Road, hosts numerous cultural events designed to bring history to life. The city also encourages young people to create history-related artworks, further boosting its attractiveness. Meanwhile, Chongqing has ingeniously harnessed its picturesque mountains and urban attractions to develop a unique array of tourism products. The municipality’s stunning geographical features have become its promotional image on social media platforms, effectively attracting a large number of young travelers.
The integration of cultural and creative products, such as video games and movies, with tourism is becoming increasingly popular. This integration offers numerous benefits, providing new economic growth points, enriching tourists’ experiences, and enhancing the brand image of tourist destinations.
One compelling example of this integration can be seen in Xi’an, Shaanxi province, where elements of a video game have been incorporated into an urban cultural route. The city’s ancient city wall serves as the backdrop for a captivating light and sound show, drawing in tourists who are captivated by the experience. Xi’an has also developed a series of game-related cultural products to attract a younger audience.
Chengdu, located in Sichuan province, has partnered with a game developer to create a role-playing mobile game. This game allows players to engage in virtual activities such as feeding and cleaning baby pandas, providing them with valuable information about these beloved animals.
The demand for and supply of tourism-related services and products are in a constant state of flux, driven by the relentless advancements in technology. Travelers, the tourism sector, and administrative departments are all adapting to the rapid changes brought about by this technological evolution.
The tourism sector is poised to leverage the opportunities presented by technological advancements, offering enhanced services to attract an even greater number of tourists in the future. Local tourism departments, recognizing the changing trends, are promoting the development of the tourism industry with a more open and innovative approach. Their efforts have fostered a vibrant pattern of cooperation and healthy competition within the tourism sector, paving the way for more crossover interactions in the future. These interactions will lead to the creation of bespoke, customized services and products designed to cater to the unique preferences of individual tourists.