AI Empowering High-Quality Development in Cultural Tourism

The 14th Five-Year Plan emphasizes the role of digital technologies in enhancing people’s lives and improving welfare across various sectors, including education, healthcare, elderly care, cultural tourism, employment, and consumption.

In Hengyang, Hunan, the Chuan Shan Academy utilizes AI to create immersive cultural tourism experiences; in Hangzhou, the AI tourist assistant “Hang Xiao Yi” acts as a digital guide; and in Dalian, the smart tourism platform “Xing You Dalian” offers personalized travel itineraries. In recent years, cultural tourism has been rapidly upgraded towards immersive, intelligent, and personalized experiences, leveraging artificial intelligence.

*The 360-degree panoramic screen at Chuan Shan Academy. (Photo by Luo Maomeng)

Engaging Cultural Experiences Through Time

In the spring, a unique “dialogue” unfolds at the Chuan Shan Academy in Hengyang, Hunan. Visitors don AR glasses to see the historical figure Wang Fuzhi, dressed in traditional robes, interpreting the philosophical thoughts from the “Zhou Yi Wai Zhuan”. This immersive scene brings to life the philosophical wisdom from over 300 years ago.

Founded in 1878, the Chuan Shan Academy is a significant source of Huxiang culture, dedicated to promoting the thoughts of Wang Fuzhi, a philosopher from the late Ming and early Qing dynasties. Wang advocated for practical knowledge, significantly influencing modern Chinese thought.

Previously, the static exhibitions at the academy made it challenging for visitors to fully grasp Wang’s philosophical essence. In 2025, the academy launched the AI Digital Human project, which uses natural language processing to present Wang’s likeness and voice. Visitors can engage in conversation with the virtual Wang, triggering AR annotations of his works through gestures, transforming classical texts into dynamic illustrations. “We want visitors to not just passively receive knowledge but to engage in dialogue with historical figures, experiencing the contemporary value of Wang’s thoughts through reflection,” said Chang Bin, the academy’s planning manager.

In an interactive AI lecture hall, visitor Zhou Liqian posed a question to the virtual digital human: “How does the master view the relationship between knowledge and action?” The digital human promptly referenced classical texts to elaborate. “It’s not a one-way lecture but a dialogue of ideas,” Zhou remarked.

“Talking to Master Wang is much more vivid than a history class!” exclaimed visitor Zhang Yu from Guangzhou. Data shows that in 2025, visitor numbers at the academy increased by 110.84%, with study groups making up 59.26%. Many parents believe this immersive dialogue stimulates their children’s interest in learning.

“AI does not simply replicate history; it constructs an interactive logic based on text analysis of Wang’s works, letters, and contemporary scholars’ evaluations, filtering out subjective biases to ensure the dialogue strictly adheres to Wang’s teachings,” explained the project’s technical team leader. At the Chuan Shan Academy, technology and humanities blend, allowing traditional culture to be passed down through light and shadow.

Smart Digital Guides for Convenient Exploration

At West Lake in Hangzhou, the spring scenery is beautiful. In front of a cultural tourism consultation kiosk, visitor Yuan Meng tapped her phone against a blue “smart tag” on the kiosk, prompting the screen to display a charming girl in a qipao named “Hang Xiao Yi”. “Hang Xiao Yi” is Hangzhou’s city cultural tourism AI assistant, providing real-time city tour guidance and information.

“Is there a crowd at Leifeng Pagoda now?” Yuan Meng sent a voice message to “Hang Xiao Yi”, who quickly responded with the current visitor numbers at popular West Lake attractions. “This is much more convenient than searching on my phone; it feels like having a free tour guide by my side,” Yuan Meng said.

“Can you recommend a route to explore the Broken Bridge?” Yuan Meng inquired. Within five seconds, “Hang Xiao Yi” sent a classic boat tour route for West Lake’s “Broken Bridge Residue Snow”—starting from Hubin Pier, first visiting the Broken Bridge, then exploring Beishan Street to admire the architecture from the Republic of China era, and continuing to Baoshi Mountain for a panoramic view of West Lake.

Following the guide, Yuan Meng and her group boarded a boat from Hubin Pier. “Hang Xiao Yi” became their guide, describing the scenery: “Rowing on the lake, the waves ripple, enjoying the ink wash painting of mountains and city on three sides.” “Broken Bridge Residue Snow is one of the ten scenic spots of West Lake, beautifully draped in winter’s silver attire, resembling a bridge that is broken yet unbroken…” Yuan Meng added, “‘Hang Xiao Yi’ not only introduces attractions but also educates about the historical and cultural nuances along the way. It’s wonderful.”

Moreover, “Hang Xiao Yi” thoughtfully reminded them: “Although we won’t stop directly at Liuhe Pagoda or Guangji Bridge, feel free to ask me about routes or stories at any time.”

“Using ‘Hang Xiao Yi’, management departments and businesses can provide precise services to tourists while also receiving feedback on their preferences, offering data support for improving service quality and expanding service content,” said Bo Wengan, deputy director of the Hangzhou Cultural and Tourism Development Center.

Zhou Jiayi, director of the Hangzhou Handicraft Living Museum, has experienced this firsthand. The museum is located near the Hangzhou Arts and Crafts Museum cluster, making visitor attraction crucial. “Recently, many visitors have told me they came here following ‘Hang Xiao Yi’, which surprised me,” Zhou said. “The museum showcases over 20 unique crafts and intangible cultural heritage techniques, allowing visitors to participate in hands-on experiences, making it definitely worth a visit.”

Now, if visitors ask “Hang Xiao Yi” about nearby intangible cultural heritage sites, it will recommend the Handicraft Living Museum based on historical data. “Previously, we introduced AI glasses; when wearing them, ‘Hang Xiao Yi’ introduces intangible cultural heritage techniques right in front of them, leading to more visitors experiencing it,” Zhou noted.

Professional and Efficient Trip Customization with Travel Concierge

In spring, the tranquil blue waters of Lianjiao Bay in Dalian contrast beautifully with the colorful European-style architecture across the bay, while seagulls soar overhead…

“What a great shot!” exclaimed visitor Song Yao, along with her friends, admiring a photo capturing them against the backdrop of the sea, buildings, and seagulls. “This photo spot and composition were suggested by AI!” Song Yao happily shared.

The AI she mentioned is the smart cultural tourism platform “Xing You Dalian”. Utilizing an AI model, the app features an intelligent route planning function.

Opening the chat window, Song Yao could see the process of generating her travel itinerary for Dalian.

“What are the suitable attractions to visit in Dalian?” Song Yao began her conversation with the app.

Dalian Shengya Ocean World, Dalian Forest Zoo… The app first provided introductions to relatively traditional and classic attractions. Finding the suggestions too generic, Song Yao specified her needs: “Where are the best photo spots in Dalian?” This time, popular locations like Fisherman’s Wharf and Nanshan Cultural Street appeared in the response.

Continuing her inquiries, Song Yao asked, “How can I take great photos at Fisherman’s Wharf?” The app suggested, “Capture the full view of the wharf from a nearby observation deck to highlight the architectural layers and harbor. The Lianjiao Bay observation deck offers a great perspective to clearly view the Fisherman’s Wharf across the bay, ideal for photography. It’s best to visit on a sunny afternoon; take subway line 5 to Hutan Park Station and walk about 20 minutes.”

“It’s like having a considerate ’travel concierge’, allowing us to avoid switching between various platforms for travel, accommodation, and dining. I just need to describe my needs accurately and completely, and it can provide comprehensive guidance. For specific interests, I can ask further questions,” Song Yao explained.

Not long after chatting with the app, Song Yao had basically confirmed her desired points of interest, so she made another request: “Design a two-day itinerary for Dalian, including Lianjiao Bay and Dongguan Street historical cultural district, with experiences on a tram and an opportunity to encounter sika deer along the coastal road, with Lianjiao Bay scheduled for the afternoon.”

Within seconds, a detailed personalized itinerary appeared in the chat window: Day one would cover the coastal route, visiting the ocean world, Lianjiao Bay, and seeing sika deer, while day two would explore urban street scenes… “I’m very satisfied with this itinerary; it allows me to experience Dalian’s marine culture while exploring the city’s historical charm,” Song Yao said.

“By integrating an AI model, the ‘Xing You Dalian’ app has upgraded to an intelligent ’travel concierge’, enhancing planning efficiency and visitor experience,” said Shan Meina, director of the Dalian Cultural and Tourism Bureau. The app has accumulated nearly 430,000 users.