Diversified integration of culture and tourism, technology empowerment and color

Diversified integration of culture and tourism, technology empowerment and color

——The 19th Cultural Fair highlights the charm of "Shaping Tourism with Culture and Highlighting Culture with Tourism"

In early summer in Shenzhen, phoenix flowers bent the branches, a scene of enthusiasm like fire. On June 11th, the five-day 19th China (Shenzhen) International Cultural Industry Expo Fair (hereinafter referred to as the "Cultural Fair") came to a successful end. A total of 3,596 government delegations, cultural institutions and enterprises participated in the exhibition online and offline, an increase of 194 over the previous edition. During the exhibition, more than 120,000 cultural products were exhibited, and more than 4,000 cultural industry investment and financing projects were displayed and traded on site. In addition to the main venue, 65 sub-venues have been set up in various districts of Shenzhen to carry out more than 500 activities.

Highlighting the deep integration of culture and tourism and stimulating the consumption potential of cultural tourism is one of the highlights of this year's cultural fair. The Cultural Fair specially set up the "Cultural Tourism Consumption Hall - Belt and Road International Pavilion", organized the national all-region tourism demonstration zone, the national night culture and tourism consumption gathering area and other exhibitions, comprehensively displayed the new achievements, new characteristics and new highlights of promoting cultural tourism consumption in various places, and highlighted the charm of "cultural plastic tourism, tourism highlighting culture".

The integration of culture and tourism is full of charm

In recent years, "Internet celebrity" tourist destinations have emerged one after another. From the popular Yunnan tourism in the film and television drama "Go to a Windy Place", to the prosperous Shaanxi tourism in the "Tang Never Sleeps City", to the Shandong tourism that is popular on the whole network with "Zibo barbecue"... Many "Internet celebrity" tourist destinations have brought cultural tourism products to the Expo.

Walking into the Yunnan exhibition area of the Cultural Fair, the top high-definition large screen forms an "L" shaped sky screen, you can see the blue sky and white clouds of Yunnan when you look up, the entrance of the exhibition area is staged with a spiritual peacock dance, and in the middle of the exhibition area is the "windy restaurant" scene in the hit film and television drama "Go to the Windy Place". It is understood that the Yunnan exhibition area connects the beautiful scenery, cultural customs, national culture and special food of Yunnan, and comprehensively interprets the core connotation of "there is a life called Yunnan". According to the staff of the exhibition area, through the "crossing" and immersive experience, the exhibition area allows citizens and tourists to feel the south of the colorful clouds as if they are in the scene and get an unforgettable experience.

With the opening of the drumming market, an immersive interactive experience journey of dreaming back to Datang began at the cultural fair. In the Shaanxi Pavilion of the Cultural Fair, "Chang'an Twelve Hours" is written directly above the doorway, and the couplet on both sides of the door is neat and elegant-"Dreams go to the calyx to meet the Yao Pond for a banquet, and Si Nianhua accompanies the Qinse and the song water to send the flower", and the condensed version of "Chang'an Twelve Hours" was moved to the scene.

The relevant person in charge of the Shaanxi Pavilion said that this year, the Shaanxi Pavilion will continue to use the exhibition theme of "Chinese Roots, Cultural Shaanxi", and create a matrix of five major IP of Shaanxi culture, including cultural logos, cultural tourism industries, cultural brands, cultural and creative products, and Internet celebrity IP, to provide citizens and tourists with an immersive experience space.

With the theme of "Hospitality Shandong Good Product Shandong", the Shandong Pavilion organized a total of 171 enterprises and more than 1,000 products in six categories, including Shandong handmade, digital culture, red culture, and cultural and tourism integration, and held the "Yellow River Fair" on site, including a number of Shandong handmade products such as mortise and tenon "Transcendent Building" and Dongchang gourd.

Kebabs, grilled seafood, grilled sausages... Plates of fragrant delicacies made the visitors salivate and flocked to the pavilion to taste. The popular "Zibo barbecue" on the whole network was also moved into the Shandong pavilion.

Technology-enabled experience is good

Cultural big data, digital scripture caves, metaverse immersive experience space, "hyper-realistic" virtual humans... New technologies and cultural enterprises such as big data, cloud computing, and artificial intelligence have each shown their talents, bringing a feast of digital creativity to the audience.

At the Zhejiang Pavilion, the immersive experience "Light and Shadow - Ink Jiangnan" uses a virtual reality engine to drive spatial projection technology, transforming a still ancient Chinese painting into a vivid world within a painting. The Zhejiang exhibition area also invited the original team of "Ikaribu Bridge", which had appeared in the Spring Festival Gala of the Year of the Rabbit, to reproduce the graceful dance with the unique Jiangnan charm in Shenzhen.

Stepping into the Beijing exhibition area, the high-definition image of the central axis displayed on the 13-meter-long ground screen in Beijing No. 3 satellite scrolls to show the historical changes of the central axis of Beijing. The "Digital Great Wall", the first cross-border application project of a domestically developed game engine in the field of cultural protection produced by Tencent, was also unveiled in the exhibition area, replicating the one-kilometer real scene of the Great Wall in the metaverse world, providing audiences with immersive experiences such as online "climbing the Great Wall".

In the Hunan Exhibition Hall, the cultural and tourism integration experience area relies on high-definition screen + holographic technology, allowing the audience to switch between different scenes in the virtual space, shuttling through cultural tourism resources such as the urban leisure of Changsha, the qixiu landscape of Zhangjiajie, the red sentiment of Shaoshan, the history and culture of Nanyue and the farming culture of Chengtou Mountain.

In the Guangdong exhibition area of the Guangdong-Hong Kong-Macao Greater Bay Area Pavilion, more than 60 leading cultural enterprises and more than 500 cultural products in the province brilliantly presented the charm of "digital + cultural tourism". Guangzhou Lifeng Culture Technology Co., Ltd., a subsidiary of Leyard Group, brought a digital art immersive experience space, attracting many audiences. Yuan Bo, chairman of the company, said that Lifeng Culture will continue to focus on immersive experience, digital scenes, intelligent interaction and other tracks, and expand the application scope of digital technology in cultural tourism fields such as exhibitions and night tours.

"Guangdong Intangible Cultural Heritage Metaverse Hall No. 1" officially entered the "Shanshuizhi" metaverse operation platform and made its debut during the Expo. The project uses real-world 3D reconstruction, 3D space design and development and other technologies to build a metaverse immersive experience space centered on Guangdong intangible cultural heritage landmarks such as Zhenhai Tower, Foshan Ancestral Temple, and Sizhou Tower, displaying intangible cultural heritage products such as Guangzhou embroidery, Chaozhou wood carving, thousand-foot lantern, and lion awakening in an all-round way.

There are many host-guest sharing activities

The breakout mode is also a special highlight of this year's Expo. The Expo has a total of 65 sub-venues, which have become an organic extension and important supplement to the main venue, and the exhibition forms are more diversified.

As one of the sub-venues of the Cultural Fair, OCT Creative Cultural Park is favored by tourists. Tourists can wander around the market during the day to feel the cultural and creative atmosphere; In the evening, you can enjoy the music festival and enjoy the audiovisual feast. "T Street Creative Market" and "Tomorrow Music Festival", as the main activities of the OCT Creative Cultural Park sub-venue, carried out a series of creative activities in the park with the theme of "Resonance Resonance". Xu Qian, head of the operator of the OCT Creative Cultural Park, said that the gathering effect brought by the industry and the crowd is an important source of strength to realize the creation of creative communities. The park actively links cultural and creative forces at home and abroad, and insists on creating different types of art and cultural activities, which are sought after by young tourists.

The exhibition period of this year's Cultural Fair coincides with the 2023 "Cultural and Natural Heritage Day", and the intangible cultural heritage elements are particularly dazzling in the sub-venues of the Expo. In Dapeng New District, Shenzhen, the Dapeng City Cultural Tourism Branch was launched with the theme of "Intangible Cultural Heritage and Technology", and the red immersive theater of "Pengcheng Spy" allowed the audience to immerse themselves in the story of the secret agent's legend and feel the echoes of history; VR and digital exhibitions showcase the charm of combining technology and intangible cultural heritage. Sun Weiming, Deputy General Manager of Shenzhen OCT Pengcheng Development Co., Ltd., said that Dapeng City takes the concept of "co-construction, co-governance and sharing" as the core, insists on inheriting regional cultural heritage, preserving traditional spatial styles, and digging deep into regional cultural connotations, so that this ancient city will continue to renew its cultural vitality and inject vitality into the development of Dapeng's cultural tourism industry.

Mission Hills Art Workshop has been used as a sub-venue of the Cultural Fair for 7 consecutive years. This year, with the theme of Mission Hills Creative Culture Month, 10 intangible inheritors from Teochew embroidery, Teochew lanterns and dragon boat painting were invited to perform their skills at the scene, allowing the audience to appreciate the unique charm of ancient skills up close. In addition, intangible cultural heritage skills such as hand pots, inlaid porcelain, face molding, and paper cutting were also simultaneously carried out, bringing an intangible cultural heritage feast to citizens and tourists. (Chen Yiyao)

Source: China Tourism News