Tourist attractions across China see boom in visitors with interactive experiences

Tourist attractions across China are getting a boost in visitor numbers thanks to interactive experiences which bring more fun and a sense of engagement to tourists.

Wansuishan Theme Park in Kaifeng City, central China's Hunan Province, has been one of the most talked-about destinations over the past year, where visitors often pause mid-stride and are drawn into unscripted interactions.

Visitors to the park are not merely watching the performance but are eager to participate in them. More than 1,000 cast members roam the park every day, improvising and engaging with visitors.

This new emerging tourist model is known as "NPC interaction." NPC stands for non-player character, a term from video games for a character that cannot be controlled. The performers actively interact with visitors, drawing them into the story.

What was once a relatively low-profile regional attraction has now become one of China's hottest tourism destinations.

With tickets costing merely around 15 U.S. dollars for three days, the park reportedly generated around 180 million dollars in revenue last year, nearly 15 times its 2022 figure.

"Actually, the sudden fame was something we hadn't expected. In the early days, our scenic area mainly focused on immersive performances, including small, spot-based shows. By chance, we introduced more interactive programs as new offerings, and we found that visitors really loved them. So, we gradually increased the number of these types of interactions," said Li Hanyuan, deputy general manager of operations of the park.

But the phenomenon is not isolated. Across China, a new generation of theme parks is emerging.

At many of the newest viral attractions, visitors wait in long lines to meet their beloved NPC, often merely for a viral social media moment.

These immersive characters are turning online buzz into real-world foot traffic, injecting new life into traditional tourist destinations.

"It's not about one copying the other's idea -- it's more a shared understanding that everyone has already recognized the shift in what the market is looking for. According to data from the China Tourism Academy, 68 percent of domestic tourists now choose scenic spots based on whether they offer immersive experiences, which is a very high percentage," said Chen Yuying, professor of the School of Culture and Tourism of Henan University.

Wansuishan has been exploring partnerships with scenic areas in other parts of China to replicate its successful model.

One is a traditional park in Shandong. This is another destination that has also seen a revival during this year's three-day Dragon Boat Festival holiday that started on Friday.

Tourist attractions across China see boom in visitors with interactive experiences

China's top diplomat Wang Yi on Tuesday emphasized the importance of upholding international rules, saying that the conflict between the United States and Iran, which has lasted for over a hundred days, has severely impacted the regional and international situation.

Wang, a member of the Political Bureau of the Communist Party of China Central Committee and director of the Office of the Central Commission for Foreign Affairs, made the remarks during the 16th Meeting of BRICS National Security Advisors and High Representatives on National Security held in New Delhi, India.

He said that the recent signing of the first phase of the U.S.-Iran Memorandum of Understanding, along with the conflict, has made many things clear to us.

The first is the importance of upholding international rules, Wang said at Tuesday's conference.

"The settlement of any international and regional hotspot issues should be based on abiding by international rules. The law of the jungle may succeed for a while, but it is not sustainable," he said.

The second is the importance of respecting national sovereignty, Wang said, adding that territorial integrity shall not be violated and a country's internal affairs shall not be interfered with. This is the most basic bottom line of international justice, he noted.

The third point is the importance of establishing a new vision of security, Wang said.

"Countries are increasingly becoming a community with a shared future. The practice of seeking absolute security of oneself at the expense of others will only backfire," he said.

The Chinese top diplomat said that the fourth is to understand the significance of new forms of war. Unconventional warfare, such as information warfare and cyber warfare, has become more visible in recent conflicts. Facing interwoven traditional and non-traditional security threats, it is the right time for BRICS countries to enhance dialogue and cooperation on security affairs.

China's top diplomat stresses int'l rules at BRICS meeting