Take you to experience the new highlights of cultural and tourism integration, "Check in" 2023 Service Trade Fair Cultural and Tourism | Special | Service Trade Fair

Beijing, September 4th (Xinhua) - Appreciate the central axis of ginkgo leaves and experience the beauty of ancient time; "Crossing" into the Summer Palace in ancient paintings, experiencing the magnificent scenery of the three mountains and five gardens; Imagine "poetry and distance" and choose a trip that you can go on as you please

Walking in the cultural and tourism service exhibition area of the 2023 Service Trade Fair, creativity surges everywhere, showcasing the confidence and innovation of Chinese culture in the digital light and shadow, and also presenting many new highlights of cultural and tourism integration.

——The beauty of traditional culture is within reach

"Every leaf painting requires three years of sedimentation and production, so it is the art of time." In the main exhibition area of the cultural and tourism services in the Shougang Park of the China International Trade Fair, Shi Liang, the inheritor of the Beijing style leaf painting intangible cultural heritage, is telling the audience about the production process of leaf painting. Within the exquisite frame, small ginkgo leaves are painted with representative buildings along the Beijing central axis, such as the Bell Tower and Drum Tower.

"I am very pleased to see many children have a strong interest in the central axis and leaf painting at this year's Service Trade Fair," Shi Liang told reporters. "Leaf painting is an art left by our ancestors, and I hope to let more people feel the unique charm of Chinese culture."

Handmade a rubbings with the words "Ping An", took a photo with the carefree animated character of Li Bai in the movie "Chang'an 30000 Li", and purchased a favorite museum cultural and creative product... The beauty of traditional culture can be touched everywhere at the Service Trade Fair.

On September 3rd, the audience took photos in the cultural and tourism service exhibition area of the 2023 Service Trade Fair as a souvenir. Photo by Yang Shujun, journalist from Xinhua News Agency

"This year is our third time participating in the China International Fair for Trade in Services. Through the combination of art and technology, we have created a new visual, auditory, and interactive experiential 'Journey of Peking Opera Culture' themed exhibition." Zhao Yafei, department head of the Beijing Overseas Cultural Exchange Center, said, "We hope to use a fashionable and youthful experience to allow more audiences, especially young people, to further understand the essence of Peking Opera."

The reporter saw that four independent scenes with the themes of "life, dan, purity, and ugliness" were set up at the event site. The audience took photos and "checked in" to immerse themselves in an interactive experience, embarking on a unique and charming journey of Peking Opera culture.

——Digital empowering creativity surges forward

Water and clouds flow, birds sweep over the mountains. Entering the exhibition area of the Three Mountains and Five Gardens in Haidian seems to have transformed time and space.

"You can click on the screen to enjoy the magnificent scenery of Yuquan, which is like a dragon sailing out into the sea, surrounding Yuquan Mountain." The guide introduced to the audience. The exhibition area relies on light and shadow effects and the historical stories of the Three Mountains and Five Gardens, integrating the digital content of mountains, rivers, and water systems with the visual elements of the exhibition space, allowing visitors to experience the cultural heritage and charm of the Three Mountains and Five Gardens in an immersive manner.

"Dad, look at this water moving, it's so magical." On the giant screen in the exhibition area, the Summer Palace in the ancient painting came to life, and the characters in the picture were lifelike, attracting many viewers to stop and watch.

In the main exhibition area of cultural and tourism services, the "Most Beautiful Central Axis" series showcases a fusion of tradition and modernity. On the three-dimensional high-definition screen, the characteristic scenes on the Beijing central axis such as the Forbidden City and Temple of Heaven flow in the interaction of light and shadow, blending the majestic sense of history with the cool sense of technology, bringing great visual impact to the audience.

On September 3rd, the audience had a VR experience in the cultural and tourism service special exhibition area of the 2023 Service Trade Fair. Photo by Yang Shujun, journalist from Xinhua News Agency

At the "That's the Mountain and Sea" experience booth, many viewers went to take a photo with a soaring Kunpeng. "This is an interactive experience project based on the Beijing Central Axis and centered around the stories of ancient mythical beasts. By waving your hand a few centimeters away from the screen, you can have a panoramic view of the misty Beijing city. This immersive experience is like wearing VR glasses." The staff in the exhibition area told reporters that these are all based on the application of digital technologies such as 3D modeling and cloud rendering, with the aim of allowing everyone to touch, hear, and see the beauty of the central axis.

This year's Cultural and Tourism Services Special Session of the Service Trade Fair showcased multiple cultural and technological integration projects. Numerous digital technologies enable visitors to "cross thousands of miles and years", and technology is accelerating the iteration of the cultural industry.

——Enriching product supply to meet diverse needs

In the just concluded summer, the cultural and tourism market has shown full vitality under new business formats and demands, with increasingly diverse forms of tourism such as cultural tourism, study tours, and rural tourism.

In Hall 1 of Shougang Park, multiple tourism enterprises are seizing the development opportunities of the continuous recovery of the tourism market and conducting high-quality tourism product transactions and boutique tourism route exhibitions at the Service Trade Fair, providing diversified, fashionable, and personalized travel options for tourists and citizens.

"We have brought nearly 40 tourism products this time, including domestic tours, outbound tours, parent-child tours, and more," said Shi Tao, Director of Marketing and Public Relations at Beijing Shenzhou International Travel Service Group Co., Ltd. After the opening of the China International Fair for Trade in Services, many visitors came to the exhibition booth every day to inquire.

At the Service Trade Fair, cultural and tourism departments in Beijing, Tianjin, and Hebei, as well as key cultural and tourism enterprises, organized groups to participate in the exhibition, promoting the Beijing Tianjin Hebei cultural and tourism science popularization experience route and cultural and tourism resource points on site, showcasing theme cultural and creative activities such as the Winter Olympics and high-speed rail, as well as winter sports tourism equipment.

"Consumers' demands are becoming increasingly diverse and refined, which also requires tourism companies to provide more high-quality tourism products. We also hope to use the platform of the China International Fair for Trade in Services to seek more cooperation opportunities and communicate with domestic and foreign tourism industry practitioners." Shi Tao said.