News
Immersive cultural, tourism activities on the rise across China
Immersive cultural, tourism activities on the rise across China
By Wang Ke, People’s Daily
In the Jingyuetan scenic spot in Changchun, northeast China’s Jilin province, a fountain show captivated many tourists. In the center of a square, Chen Jiamin, a tourist from Heilongjiang province, which neighbors Jilin, was posing for photos with the performers of the fountain show.
“Every few steps, there’s a new activity to experience. I’m so immersed in the Mid-Autumn Festival atmosphere here,” Chen said.
Focusing on traditional customs and creating immersive experiences, various regions across China actively introduced new cultural and tourism products, models, and consumption scenes during the recent Mid-Autumn Festival holiday, to better meet the diverse needs of consumers.
According to data from the Ministry of Transport, on Sept. 15, the first day of the holiday, Some 215.92 million passenger trips were handled by China’s transportation sectors, up 37.9 percent year on year.
This year, China’s tourism market has steadily rebounded, with immersive experiences powered by smart technology becoming a new trend. Leveraging diverse settings like scenic spots, museums, and pedestrians, and incorporating technologies such as artificial intelligence, holography, and augmented reality, immersive tourism has introduced new products, scenes, and experiences, enriching people’s travel options and contributing to the high-quality development of the tourism industry.
In a smart tourism immersive experience hall at a tech and art museum in Pingyao ancient city, north China’s Shanxi province, a light show is staged to present the charm of traditional culture to visitors. The light show employs 16 projectors, which project historical scenes onto a massive hemispherical screen, creating a “time travel” experience for visitors and “transporting” them to historical sites and ancient trade routes where camel bells ring.
The “Land of Dramas” immersive theater complex in Zhengzhou, central China’s Henan province saw over 4 million visits this summer. With 56 chessboard-like courtyards, 21 sub-theaters and 6,500 plays, it presented a cultural feast to tourists.
“There is always something different here. Every visit brings new feelings and experiences,” said Li Yi, a local resident in Zhengzhou.
Chen Hong, deputy director of the Key Laboratory of Interactive Technology and Experience System under the Ministry of Culture and Tourism at Beijing University of Posts and Telecommunications, noted that compared to conventional static displays, immersive tourism, enhanced by technology, provides a more comprehensive interpretation and expression of culture. This better satisfies the evolving needs of tourists for cultural experience while opening up new market opportunities, Chen added.
This summer, immersive experience programs incorporating virtual reality (VR) technology have blossomed across the country. According to statistics released by on-demand local services provider Meituan, the number of orders for VR experience programs during the summer surged by 144 percent year on year, and the search volume for “immersive experiences” saw a significant rise, with consumers under 30 accounting for more than half of the demand.
An immersive party event hosted at the Yellow Crane Tower, a renowned historical site in Wuhan, central China’s Hubei province, has attracted a number of foreign visitors. The party features a unique cultural blend of Eastern and Western music, clothing, crafts, and cuisines, creating a vibrant cultural feast that builds a bridge of friendship between East and West.
Zeng Bowei, a professor at Beijing Union University, divides the current immersive experience programs in the cultural and tourism market into two types.
The first includes independently operated immersive products, such as Sleep No More Shanghai, which blends theater with immersive experience.
The second type enhances visitors’ immersive experiences by integrating new technologies with performances, facilities, and activities at scenic spots, such as a light show at Slender West Lake in Yangzhou, Jiangsu province, and the Flight Theater in Changbai Mountain, Jilin province, which simulates a flight over the mountain.
According to the Specialized Committee of Immersive Smart Tourism of the China Culture and Entertainment Industry Association, immersive tourism experiences characterized by high-tech and creative content, as well as strong interaction, are particularly popular with tourists, especially the younger generation. These immersive programs have become a new hotspot in China’s cultural and tourism consumption market.
An expert stressed that while technology is a tool, it is the inherent resources and cultural appeal of a destination or activity that are key to retaining visitors. Tailoring digital technology to align with local cultural and tourism resources is crucial for creating successful immersive products, the expert added.
An immersive Tang-style cultural block in Xi’an, northwest China’s Shaanxi province has launched several cultural and tourism activities this summer, including a carnival co-launched with popular online game Westward Journey, which attracted significant attention from tourists, especially younger audiences. With these events, the cultural block saw over 7,000 visits per day this summer.
Immersive cultural, tourism activities on the rise across China
News
ECOWAS@50: Liberian Students Honoured for Essays on Youth Entrepreneurship and Regional Integration
ECOWAS@50: Liberian Students Honoured for Essays on Youth Entrepreneurship and Regional Integration
By: Michael Mike
Students in Monrovia, Liberia, have been honoured for their contributions to a regional essay competition organised to commemorate the 50th anniversary of the Economic Community of West African States (ECOWAS).
The awards ceremony, organised by the Office of the ECOWAS Resident Representative in Liberia, celebrated outstanding undergraduate essays examining the role of young people in driving development and strengthening regional cooperation across West Africa.
Launched as part of the ECOWAS@50 anniversary activities, the competition invited university and college students to reflect on the theme, “Youth Entrepreneurship as a Catalyst for National Development and Regional Integration.” Organisers said the initiative was designed to stimulate intellectual engagement among young people and encourage them to think critically about their role in shaping the future of the region.
In total, 40 essays were submitted by students from tertiary institutions across Liberia, offering diverse perspectives on how youth-led enterprise could contribute to economic growth, job creation and deeper integration among West African nations.
At the ceremony, Samuel R. Watkins of the University of Liberia emerged as the overall winner, receiving a $1,000 prize for his submission. The second-place award went to Daniel Isaac-Sie Jr. of African Methodist Episcopal University, who received $700. Organisers announced that the two winning essays will also be published in national newspapers with online platforms to broaden public engagement with the ideas presented.
The event attracted a distinguished audience that included ambassadors of ECOWAS member states accredited to Liberia, university presidents, and representatives from the Ministry of Education of Liberia, the Ministry of Youth and Sports of Liberia, and the National Commission on Higher Education of Liberia.
Speaking at the ceremony, Josephine Nkrumah, ECOWAS Resident Representative in Liberia, commended the students for the depth of thought reflected in their essays and encouraged them to continue using writing as a platform for civic engagement and policy influence.
She emphasised that empowering young people to participate actively in national and regional development remains a key priority for ECOWAS, noting that youth voices are essential in shaping policies that drive economic transformation and social progress.
Nkrumah also urged participants who did not win to remain committed to intellectual pursuits, describing the competition as a learning experience that should inspire greater academic and creative efforts in the future.
The competition forms part of broader activities marking 50 years since the establishment of ECOWAS in 1975, as the regional bloc continues to promote economic cooperation, integration and shared prosperity among its member states. Organisers say initiatives that engage young people are critical to sustaining the vision of a more integrated and economically vibrant West Africa.
ECOWAS@50: Liberian Students Honoured for Essays on Youth Entrepreneurship and Regional Integration
Russia Hosts Classical Music Concert in Abuja to Revive Cultural Ties with Nigeria
By: Michael Mike
The Embassy of the Russian Federation in Nigeria has hosted a special classical music concert in Abuja, describing the event as a significant step toward strengthening cultural dialogue and people-to-people relations between Nigeria and Russia.
The event, which drew diplomats, cultural enthusiasts, academics and members of the public, featured performances by three talented young Russian musicians from the Tchaikovsky Moscow State Conservatory, one of Russia’s most prestigious music institutions.
Speaking at the event, the Russian Ambassador to Nigeria, Andrey Podelyshev noted that the concert was organized with the support of the Russkiy Mir Foundation and the Department for Multilateral Humanitarian Cooperation and Cultural Relations of the Ministry of Foreign Affairs of the Russian Federation.
According to him, the concert represents the first cultural event of its kind organized by the Russian Embassy in Nigeria in several years and marks an important effort to revive cultural engagement between the two nations.
“This evening is not simply a concert,” the envoy said. “It is an important step toward strengthening cultural dialogue between the Federal Republic of Nigeria and the Russian Federation. We hope it will mark the beginning of a new tradition that brings our peoples closer through the universal language of music.”
He expressed appreciation to several Nigerian institutions for supporting the initiative, including the National Universities Commission for providing the venue, as well as the Federal Ministry of Art, Culture, Tourism and Creative Economy and the Nigeria Immigration Service for their cooperation.
Special recognition was also given to Abba Music School for its role in coordinating the event and facilitating the participation of the visiting musicians.
The envoy said Russia also hopes to deepen cultural exchange by creating opportunities for Nigerian artists and creative groups to perform in Russia in the future, allowing Russian audiences to experience Nigeria’s rich cultural heritage.
“We look forward to the day when Nigerian creative groups will visit Russia, enabling our audiences to appreciate the depth, diversity and richness of Nigeria’s culture,” he said.
Guests at the concert were treated to a carefully curated repertoire of classical masterpieces drawn from Russian and global musical traditions, showcasing the technical brilliance and artistry of the visiting performers.
The evening also provided an opportunity for cultural interaction among diplomats, academics, students and music lovers, reinforcing the role of arts and culture in fostering international understanding.
The Russian envoy concluded his remarks by congratulating Muslims on the occasion of Eid al-Fitr and thanking guests for attending the event.
Observers noted that the concert reflects a renewed effort by Russia to use cultural diplomacy to deepen engagement with Nigeria, particularly in the areas of education, arts and cultural exchange.
Russia Hosts Classical Music Concert in Abuja to Revive Cultural Ties with Nigeria
Fire destroys 10 shops in Gusau shopping complex
By: Zagazola Makama
A fire outbreak has destroyed ten shops at a shopping complex in Garejin Mai Lena area of Gusau Local Government Area, Zamfara State.
Sources said the incident occurred at about 2:00 a.m. on Thursday, causing extensive property losses valued at millions of naira.
The blaze was brought under control through a joint effort by security operatives and local residents who assisted in putting out the fire.
Authorities confirmed that no lives were lost and no injuries were reported during the incident.
The cause of the fire is currently under investigation as efforts continue to assess the full extent of the damage.
Fire destroys 10 shops in Gusau shopping complex
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