If tourism is a vibrant garden, technology is the key that unlocks its full potential. With continuous technological advancements, new opportunities emerge in the travel industry, making it more appealing and accessible to people around the world.
New Tools for Scenic Spots
Tourism companies and scenic spots have always aimed to help visitors better understand their unique features. As Xiao Jianyong, Deputy Director of the Cultural Tourism Research Base at the China Tourism Institute, explained, “Travel companies that know where customers are, where they’re going, and what they’re doing can capture a larger share of the market.†Emerging technologies like big data, artificial intelligence, and virtual reality are transforming how people interact with destinations. These tools enable smoother, more transparent, and efficient communication between tourists and attractions, while also helping integrate tourism products into daily life through personalized marketing.
The UK’s National Tourism Administration has embraced China’s growing new media landscape by launching the WeChat Mini Program “Learning in London.†Compared to traditional websites or public accounts, mini programs offer more functions, such as showcasing attractions, connecting tourism with shopping and dining, and recommending tailored travel routes based on user preferences. They also allow better targeting of audiences by linking with WeChat public accounts, which was once a challenging task.
Thanks to technological progress, the way tourist attractions are promoted has become richer and more dynamic. Scenic areas are becoming smarter, using digital tools to enhance visitor experiences and streamline operations.
Take Hangzhou West Lake, an open-air attraction with many outdoor sights. Monitoring crowd numbers using traditional methods is difficult. To solve this, nearly 800 mobile phone base stations have been installed across the area, each covering a fan-shaped zone. Infrared thermal devices are also placed along the lake to collect real-time data. This information helps manage the flow of visitors—such as guiding them to the Broken Bridge via designated routes or sending safety alerts to nearby phones during peak hours.
New Experiences for Visitors
“Technology integration into tourism makes products more accessible, brings energy to travel, and allows journeys beyond imagination,†said Xiao Jianyong. Virtual Reality (VR) is now enabling immersive experiences that bring history to life. At the Forbidden City, visitors can wear VR headsets and step into the past, witnessing the grandeur of the Imperial Palace and even seeing how the Ming Emperor sketched architectural blueprints. Through VR, tourists can walk through historical scenes, touching and experiencing the rich culture of the Forbidden City.
Beyond VR, the Forbidden City is also exploring Augmented Reality (AR). By scanning specific locations with a mobile app, visitors can see historical images and even watch 3D projections of cultural relics come to life. Some travel platforms have also introduced VR for online hotel bookings, allowing travelers to virtually explore rooms before deciding.
Moreover, large-scale live performances, powered by advanced sound, light, and special effects, are bringing history to life. At the Qingming Riverside Garden, audiences were moved by the vivid reenactments of Song Dynasty culture, offering a new kind of immersive travel experience.
New Possibilities for Cultural Protection
Traditional culture within scenic spots is not only valuable to the site but also represents national heritage. However, balancing preservation with accessibility remains a challenge. Too much exposure risks damaging cultural relics, while limiting access may hinder the visitor experience. Technology offers a solution.
Dunhuang Mogao Grottoes, a symbol of Chinese culture, has faced challenges from both environmental factors and heavy tourism. For over 30 years, the Dunhuang Academy has used advanced technology to digitally archive and preserve the grottoes. They’ve created a comprehensive digital library, making cultural treasures accessible globally through the internet. In 2015, the Digital Display Center was launched, easing the pressure on the grottoes during peak seasons.
“Digital Dunhuang†not only protects the caves but also enhances the visitor experience, allowing people to explore the grottoes from anywhere in the world. As Xiao Jianyong emphasized, “Technology is not a replacement for tradition, but a boost that makes it easier to understand and appreciate. It helps modern audiences connect with the essence of cultural heritage.â€
In integrating technology into scenic spots, he added, “We must lead with culture, ensuring that innovation serves the design of tourism products. Otherwise, without a clear direction, tech investments could fail.â€
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