AI Empowering High-Quality Development in Cultural Tourism

In the 14th Five-Year Plan, it is proposed to “fully leverage digital technology and data elements to enrich people’s lives and improve welfare, expanding applications in education, healthcare, elderly care, cultural tourism, employment, and consumption.”

In Hunan’s Hengyang, the Chuan Mountain Academy utilizes AI to create immersive cultural tourism experiences; in Hangzhou, the cultural tourism AI entity “Hang Xiao Yi” acts as a digital tour guide; in Dalian, the smart cultural tourism platform “Xing You Dalian” customizes personalized itineraries. In recent years, cultural tourism across various regions has accelerated its upgrade towards immersive, intelligent, and personalized directions, relying on AI.

Cross-Time Dialogue: Enriching Cultural Experiences

In the spring, a cross-time “dialogue” is taking place in Hunan’s Chuan Mountain Academy: visitors wear AR glasses and see Mr. Wang Fuzhi in traditional attire explaining the philosophy of “the world is but a tool” from the “Zhou Yi Wai Zhuan”. This scene, created through AI, brings the philosophical wisdom from over 300 years ago to life.

Founded in 1878, the Chuan Mountain Academy is a significant origin of Huxiang culture, aimed at promoting the thoughts of Wang Fuzhi, a philosopher from the late Ming and early Qing dynasties. Wang advocated for practical application of knowledge, significantly influencing modern Chinese thought.

Previously, the static exhibitions at the academy made it difficult for visitors to fully grasp the essence of Wang Fuzhi’s philosophy. In 2025, the academy launched the AI Digital Human project, using natural language processing and other technologies to present Wang Fuzhi’s appearance and voice. Visitors can engage in conversations with the virtual Wang Fuzhi and trigger AR annotations of his works through gesture interactions, transforming classical texts into dynamic illustrations. “We hope visitors engage in dialogue with ancient scholars rather than passively receiving knowledge, experiencing the contemporary value of Wang Fuzhi’s thoughts through reflection,” said Chang Bin, the planning manager of the academy.

In the AI interactive lecture hall, visitor Zhou Liqian asks the virtual digital human, “How does the teacher view the relationship between knowledge and action?” The digital human responds with quotations and explanations. “It’s not a one-way lecture but a dialogue of ideas,” Zhou Liqian noted.

“Bringing my child to converse with Mr. Wang is much more vivid than a history class!” remarked visitor Zhang Yu from Guangzhou. Data shows that in 2025, the academy’s visitor numbers increased by 110.84%, with study tour groups making up 59.26%. Many parents believe this immersive dialogue can stimulate children’s interest in learning.

“AI does not merely replicate history; it constructs interactive logic based on the analysis of millions of words from Wang Fuzhi’s works, letters, and evaluations from contemporaries, ensuring the dialogue strictly adheres to the essence of Wang’s teachings,” explained the technical team leader of the AI Digital Human project.

In the Chuan Mountain Academy, technology and culture merge, allowing traditional culture to be passed down through light and shadow.

Following a Digital Guide: Smart and Convenient Explanations

Springtime at West Lake in Hangzhou is beautiful. In front of a cultural tourism consultation kiosk, visitor Yuan Meng taps her phone against a blue “smart sticker” on the kiosk, and a charming girl in a qipao named “Hang Xiao Yi” appears on the screen, ready to provide real-time city tour guidance and inquiries.

“Is there a lot of people at Leifeng Pagoda right now?” Yuan Meng asks Hang Xiao Yi via voice, and the response immediately provides real-time visitor flow information for popular spots around West Lake. “This is much more convenient than searching on my phone; it’s like having a free tour guide by my side,” Yuan Meng said.

“Can you recommend a tour route for the Broken Bridge?” she inquires. In less than five seconds, Hang Xiao Yi sends a classic boat tour route for “Broken Bridge in Snow”—“Start from Hubin Pier, first visit the Broken Bridge; then explore Beishan Street to admire the architecture from the Republic of China period; continue to Baoshi Mountain for a panoramic view of West Lake.”

Following the guide, Yuan Meng’s group boards a boat from Hubin Pier. Hang Xiao Yi becomes their guide, describing the picturesque scenery: “Rowing on the lake, the waves ripple, showcasing a watercolor painting of mountains and city. The Broken Bridge in snow is one of the ten scenic spots of West Lake, adorned in winter’s silver, appearing broken yet unbroken.”

“Hang Xiao Yi not only introduces attractions but also educates about the historical and cultural aspects along the way, which is wonderful,” Yuan Meng remarked. Additionally, Hang Xiao Yi thoughtfully reminds, “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 obtaining feedback on visitor 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 Jia Yi, director of the Hangzhou Handicraft Living Museum, has experienced this firsthand. The museum, located near the Hangzhou Arts and Crafts Museum cluster, finds attracting visitors crucial. “Recently, many visitors told me they came following Hang Xiao Yi, which surprised me,” Zhou said. “The museum showcases over 20 unique crafts and intangible cultural heritage techniques, and visitors can participate in experiences, making it definitely worth a visit.”

Now, if visitors ask Hang Xiao Yi about cultural heritage sites near the west of the bridge, Hang Xiao Yi 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 before our eyes, resulting in more visitors engaging in experiences,” Zhou added.

Consulting a Travel Butler: Professional and Efficient Itinerary Customization

In the spring at Lianjiao Bay in Dalian, the sea is calm and blue, with colorful European-style buildings across the water, and seagulls soaring overhead…

“What a great shot!” visitor Song Yao exclaimed with her friends. In the photo, they pose with the sea, buildings, and seagulls in the background. “This photo spot and framing method were suggested by AI!” Song Yao said happily.

The AI she referred to is the local smart cultural tourism platform “Xing You Dalian” mini-program. Utilizing an AI model, the mini-program has launched an AI intelligent route planning feature.

Opening the chat box, Song Yao can see the process of generating her itinerary for Dalian clearly.

“What attractions are suitable for visiting in Dalian?” she begins her conversation with the mini-program.

Dalian Saint Asia Ocean World, Dalian Forest Zoo… the mini-program first provides introductions to relatively traditional and classic attractions. Finding this too generic, Song Yao specifies her needs: “Where are the best photo spots in Dalian?” This time, popular spots like Fisherman’s Wharf and Nanshan Scenic Street appear in the answers.

Song Yao continues to ask, “How can I take great photos at Fisherman’s Wharf?” The mini-program suggests, “Capture the wharf’s panoramic view from a nearby observation deck to highlight the architectural cluster and harbor’s depth. The Lianjiao Bay observation deck offers a good view, allowing a clear sight of Fisherman’s Wharf across the water, perfect for photography. I recommend going on a sunny afternoon, taking metro line 5 to Hutan Park station, and walking about 20 minutes.”

“It’s like having a considerate ’travel butler’ that saves us from switching between different platforms for travel, accommodation, and dining queries. I just need to describe my needs accurately and completely, and it can provide a comprehensive guide. For topics I’m particularly interested in, I can ask further questions,” Song Yao explained.

Not long after chatting with the mini-program, Song Yao had basically determined her desired points of interest. She then requested, “Design a two-day itinerary for Dalian, including Lianjiao Bay, Dongguan Street historical cultural district, experiencing the tram, and encountering sika deer along the coastal road, with Lianjiao Bay scheduled for the afternoon.”

Seconds later, a detailed personalized guide appeared in the chat box: the first day covers the coastal route, visiting the ocean world, Lianjiao Bay, and seeing sika deer; the second day explores the city street scenery… “I am very satisfied with this itinerary arrangement, which allows me to experience Dalian’s maritime culture and the city’s historical charm,” Song Yao concluded.

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