Culture and commerce in concert

Under the stars of Luoyang, Central China's Henan province, the 2025 Weibo Travel Night unfolded, with over 500 guests from the culture and tourism industry and influencers from different fields.

The event recapped the most influential events in China's cultural and tourism industry in 2024 and presented prizes to individuals, destinations, culture and tourism bureaus, museums and scenic areas in recognition of their achievement on the social networking platform Sina Weibo that year.

A forum was also held with keynote speakers sharing their opinions on trends in the culture and tourism industry and promotions on social media.

In 2024, Nanning in South China's Guangxi Zhuang autonomous region hosted 32 large-scale concerts and music festivals, attracting nearly 750,000 attendees, greatly driving local economy.

In 2025, the city plans to host 40 concerts, with the initiative of "friendly Nanning music season" throughout the year of colorful activities. The aim is to boost integration of concerts with culture, tourism, sports, and commerce sectors to tap the combined consumption potential.

Liu Daiqing, deputy head of Nanning's culture, radio, television, and tourism bureau, shares the city's strategy at the forum to turn concertgoers into city explorers by building a fan-friendly image of the city.

"Pop-up nighttime fairs near stadiums showcase local specialties and intangible cultural heritage products, adding vibrancy to the concert experience. Fans can also enjoy perks like discounts at restaurants, shopping centers, and scenic spots with their concert tickets, along with a complimentary package of local snacks," he says.

At the city's landmarks, concertgoers can participate in various activities to enjoy themselves and win star-support items such as the singer's magnets.

The city also invites influencers to experience its delicious snacks, picturesque scenery and diverse culture, creating online content to share unique ways of exploring Nanning.

During concerts, the bureau's Sina Weibo account posts topics combining Nanning tourism and celebrity trends, attracting massive online traffic.

"Concerts draw massive audiences and catalyze cultural-tourism integration. Through our innovative initiatives, we're extending their economic impact by converting attendees into overnight and repeat visitors," Liu says.

Zhao Qingrong, executive deputy curator of the Yinxu Museum in Anyang, Henan, shared strategies to appeal to younger audiences. "We use 3D and VR technologies to showcase oracle bone inscriptions and tell vivid stories behind the relics in a language young people understand," she says.

"We also offer immersive experiences and study tours. Our range of creative cultural products such as snacks inspired by Shang Dynasty (c. 16th century-11th century BC) artifacts brings ancient history into daily life."

Datong in Shanxi province boasts Yungang Grottoes, a UNESCO World Heritage site, and ancient temples like Huayan and Xuankong. Last year, the popular video game Black Myth: Wukong featured these attractions in its scenes, drawing many tourists to Datong.

According to An Yukun, head of culture and tourism bureau of Datong, to make culture audible, visible, tangible, and deeply felt, they combine culture with other sectors.

"We established a research institute to promote cultural exchange and develop creative products inspired by stone carvings, architecture, and heritage. Popular items include magnets, bookmarks, and plush toys," he says.

The city also integrates culture with performance arts, producing plays rooted in local history. "Culture is a city's lasting charm. In today's fast-paced world, it offers emotional comfort. We want young people to grow with it, adults to find hope, and seniors to age gracefully," he adds.

The Longmen Grottoes in Luoyang attracts tourists in daytime and at night, with 2,345 caves and niches carved into the steep cliffs stretching more than 1 kilometer. Young people are often spotted at the site clad in hanfu, or traditional Chinese attire, with intricate hairstyles and makeup.

"We are working with universities and institutes to research on the key technologies for grotto protection. Based on major foundational research projects, we have explored the grottoes' historical and cultural significance," says Chen Jianping, deputy head of the Longmen Grottoes Academy.

"We are advancing an ongoing project to establish digital profiles for the grottoes and conduct digital restorations, integrating preservation with advanced technology such as 3D scanning and printing."