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“Digital Plus Culture and Tourism”: An Appreciation of the Top Ten 2024 Digital Innovation Demonstration Cases in Culture and Tourism

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2025-01-23

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | Immersive City

The 2024 Cultural and Tourism Digital Innovation Demonstration Case Collection work was launched in July 2024. 183 cases of innovative applications in the fields of culture and tourism based on technologies such as artificial intelligence and virtual reality participated in the selection, and 10 cases, including "National Museum of Natural History Digital Human and AR Guided Tour," were selected as the Top Ten 2024 Cultural and Tourism Digital Innovation Demonstration Cases. This article provides a detailed interpretation of the major cases.

In terms of empowering innovative cultural and artistic expression methods, the drama "Su Di Chun Xiao" has opened up a "second scene," allowing stage arts to be disseminated and popularized through information technology; the Guizhou Long March Culture Digital Art Museum has innovatively created the immersive digital performance "Red Ribbon • Great Journey," recreating the Long March of the Red Army. In terms of promoting the improvement of public cultural and tourism service levels, the Zhejiang Art Museum's "Collection Cloud" has built a cross-provincial digital resource sharing platform for art collections using "Collection Brain" and "Digital Cockpit"; the National Museum of Natural History uses artificial intelligence and augmented reality technology to create digital humans, providing immersive guided tour services. In terms of assisting in the inheritance and protection of cultural heritage, the Jingdezhen Ancient Ceramic Gene Bank and digital platform provide data support for cultural relic protection and research, the development of cultural and creative products, etc., helping to tell the story of Chinese porcelain; the "Digital Rhino Zun" smart exhibition hall uses data to replace physical objects, presenting the ancient rhino zun cultural relic in a new way to tourists. In terms of improving the efficiency of cultural and tourism market supervision, "Hainan Worry-Free Travel" has established a tourism consumption complaint advance compensation platform, effectively rectifying market irregularities; the "Language-Based Performance Venue Off-site Supervision Application" uses artificial intelligence technology to perform intelligent analysis of performance videos, effectively improving inspection efficiency and regulatory coverage.

Image: 2024 Cultural and Tourism Digital Innovation Demonstration "Top Ten Cases" | Source: Ministry of Culture and Tourism

National Museum of Natural History:

Innovative Science Popularization Methods, Conveying the Beauty of Nature

At the National Museum of Natural History, visitors put on AR glasses and enter the "Ancient Mammals" hall, where the power of technology brings many specimens stored in the museum to life. Through AR glasses or mobile phone applets, visitors can freely customize an expedition into the world of ancient creatures. The intelligent service facilities within reach guide visitors to explore every wonder of the museum.

AR guided tours can provide accurate, personalized, intelligent, diverse, and interactive guided tour systems based on visitors' interests and needs; digital humans can use artificial intelligence technologies such as voice recognition, semantic understanding, and speech synthesis to engage in natural conversations with visitors, answering their questions in real time. Under the guidance of the digital human, each exhibit seems to tell an ancient story, leading visitors through time and space to experience the magnificence of the evolution of life.

Image: Exploring the Wonders of the Museum | Source: Beijing Culture and Tourism

Heihe Butterfly Cloud Valley Sino-Russian Passage:

A New Digital Chapter in Cross-border Tourism between China and Russia

Language is a major challenge in cross-border tourism exchanges between China and Russia. Tourists often experience inconvenience due to language barriers in foreign countries. Now, "Sino-Russian Passage" has achieved barrier-free language, service, information, transportation, payment, emergency, and customs clearance for cross-border tourism between China and Russia, building a bridge of communication for Chinese and Russian tourists.

"Sino-Russian Passage" not only supports real-time voice transcription and accurate text translation, but also introduces intelligent image recognition technology. Whether it's road signs, menus, or building signs, just take a picture with your phone, and the platform can quickly identify and translate the text information; the addition of bilingual maps and intelligent ride-hailing function modules means that tourists no longer have to worry about difficulties in hailing taxis in cross-border tourism scenarios; it provides comprehensive tourism information such as preferential policies, shopping guides, service agencies, and tourism activities; customized scenario services allow tourists to input their needs on the platform to obtain personalized tourism suggestions and service plans.

Image: Sino-Russian Passage | Source: Heihe Culture and Tourism

Nangang "Digital Factory":

This Is How Steel Is Made

A 42-meter-long and 6-meter-high 16K ultra-high-definition control screen is the "Digital Factory Panorama" of Nangang. Using digital twin technology, real-time production data is imported into the 3D model, allowing visitors to experience the steel smelting process immersively. The Nangang smart tourism project, mainly based on the Nangang smart operation center and the future steel intelligent manufacturing museum, uses digital and intelligent means, through the virtual panoramic display of the "digital twin factory," transforming the rigid steel production line into a vivid cultural and tourism space.

Visitors can freely choose to view the entire production process, operational data, and AI scenes through the air imaging touch screen, understanding the full-scenario application of artificial intelligence in Nangang; wearing VR glasses and riding the cloud overhead crane training simulator, they can transform into an overhead crane operator transporting steel; finally, take a photo in the AI photo area, choose their favorite style, and generate a personalized "steel worker image" to leave a beautiful memory... A series of rich experiences have left many visitors lingering. Digital construction has enabled Nangang to create a "visible, tangible, experiential, and touchable" new digital cultural and tourism approach, making Nangang industrial tourism more interesting while also making visitors' journeys to Nangang more comfortable and reassuring.

Image: "Digital Factory" of Nangang Smart Operation Center | Source: Nanjing Iron & Steel Group Co., Ltd.

Zhejiang Art Museum:

"Collection Cloud" Empowers Public Welfare, Enabling Intelligent Sharing of Collection Resources

Swipe your finger, and you can browse the museum's collection; zoom in on the page, and the details of the works are clear at a glance... The Zhejiang Art Museum has built the nation's first cross-provincial general-purpose digital resource sharing platform for art collections ("Collection Brain"), an application for monitoring digital resources of museum collections ("Digital Cockpit"), and developed the "Collection Cloud" platform, which integrates functions such as digital collection, entry, aggregation, management, query, sharing, and utilization of art collection resources. It truly moves the warehouse to computers and mobile phones, allowing "data running" to replace "warehouse running," and "electronic accounts" to replace "manual accounts," driving the transformation of curatorial, research, public education, and dissemination businesses toward modern art museums, promoting the sharing and complementarity of collections, promoting cooperation and exchanges between museums, assisting in the intelligent sharing and public welfare of art collection resources, and further improving the level of public cultural and tourism services.

Image: Digital Resource Sharing Platform for Art Collections | Source: Zhejiang Art Museum

Jingdezhen Ancient Ceramics:

Gene Bank and Digital Platform, unlocking the genetic code within 20 million ancient porcelain pieces

The Jingdezhen Ancient Ceramics Gene Bank and Digital Platform awakens the memories of porcelain pieces that have been dormant for thousands of years, bringing cultural relics to life through practical application. The case study has constructed an "8+X" collection framework, comprehensively recording eight core pieces of information about porcelain pieces, including archaeology, body, glaze, color, decoration, inscription, craftsmanship, etc., as well as extended information such as collection, archaeology, historical literature, and research results, providing support for conducting research on ancient ceramics and telling the story of Chinese porcelain. Currently, approximately 300,000 gene data sets from 2,200 sets and over 12,000 Ming Dynasty imperial kilns specimens have been collected. The plan is to complete the creation of nearly 50,000 ceramic specimens from the Tang Dynasty to the Republic of China period from Jingdezhen imperial and private kilns within 3 to 5 years, and to explore transformation and utilization in exhibition planning, cultural and creative development, artistic design, cultural dissemination, and "Metaverse + Cultural Relics" etc.

Image: Jingdezhen Ancient Ceramics Gene Bank | Source: Jingdezhen Imperial Kiln Museum

Tencent Tantan Digital Culture Open Platform:

Telling the story of China's blend of ancient and modern

The Tantan Digital Culture Open Platform is committed to using digital technology to achieve intelligent and efficient protection of cultural heritage, promoting the efficient protection and widespread dissemination of cultural heritage, and assisting in the innovative inheritance and development of Chinese culture. The platform has successively launched the Tantan Project, the Proxima Centauri Project, and four lighthouse projects, providing underlying technical support for the sedimentation of digital cultural resources, rights confirmation and authorization, application of digital tools, and co-creation scene connections. By providing technical assistance, releasing the value of technological innovation, solving the problems of the cultural relics industry from "entry" to "getting started", clearing the bottlenecks of the entire chain from archaeological exploration to cultural relic protection and inheritance to scene opening and revitalization, helping cultural relics institutions to accelerate and improve their digitalization, and revitalizing Chinese culture with digital technology.

Image: Digital technology helps revitalize opera | Source: Tencent Digital Culture

Hainan Worry-Free Travel:

Technological empowerment makes Hainan travel more worry-free

The "Hainan Worry-Free Travel" platform integrates the tourism public services of 18 cities and counties in Hainan (excluding Sansha), providing citizens and tourists with services such as local trustworthy merchant inquiries, online complaints, advance compensation, product purchases, merchant evaluations, duty-free shopping, taxi services, and rights acquisition. A rapid compensation and advance compensation mechanism has been established, and it is connected to the Hainan Provincial 12345 Hotline Management Center. The 12345 government hotlines in various cities and counties have arranged professional personnel to handle work orders and compensation determination. Furthermore, the joint supervision and law enforcement of tourism-related departments has been further improved and strengthened, realizing the sharing of illegal clues, the interoperability of supervision standards, and the mutual recognition of processing results, effectively preventing and severely cracking down on illegal and irregular activities in the tourism market, achieving 3-minute acceptance, 30-minute handling, and 48-hour completion of tourism consumption complaints. The platform has 253,300 registered merchants, has handled a total of 4,735 complaints, and has recovered over 1.89 million yuan in consumer losses.

On the "Hainan Worry-Free Travel" platform, tourists can achieve "check on code", "evaluate on code", and "pay on code", while government departments can "manage on code", effectively building a long-term positive regulatory mechanism for tourism consumption of "government leadership, departmental supervision, enterprise integrity, public supervision, and industry self-discipline", creating a social co-governance system for tourism, and making "worry-free travel in Hainan" the norm.

Image: Hainan Worry-Free Travel Platform | Source: Hainan Worry-Free Travel

Guizhou Long March Cultural Digital Art Museum:

Integrated development makes the "Red Ribbon" more colorful

The Guizhou Long March Cultural Digital Art Museum ("Red Ribbon") creates an immersive digital experience hall themed on the Long March, combining virtual reality, holographic imaging, all-dimensional mechanical movement, and three-dimensional sound fields. It brings together the names and faces of revolutionary martyrs in holographic image time and space, awakening the "Long March spirit" in people's hearts. At the same time, "Red Ribbon" makes full use of red resources and venue space, focusing on three categories: music ideological and political courses, music party lessons, and science and technology creative aesthetics, independently developing 12 courses, teaching according to aptitude, vividly integrating party history education into ideological and political education, and giving full play to the role of soul-building and talent cultivation. Since its operation, "Red Ribbon" has given a total of 8,300 performances, receiving 1 million tourists from inside and outside the province, and nearly 800,000 viewers. The highest number of performances for "Red Ribbon Great Journey" in a single day was 11, and the highest number of performances for "Red Ribbon Colorful Flight" in a single day was 82, with a maximum daily reception of 20,000 tourists. times.

Image: "Red Ribbon Great Journey" | Source: Long March Cultural Digital Art Museum

The Play "Su Causeway Spring Dawn" Opens a Second Venue:

Enjoying a Play Together Across Thousands of Miles

The National Theatre of China has opened up a new digital performing arts industry - the "second venue", using a digital broadcasting system to shoot, produce, and output in real time during the "first venue" performance. It uses 4K/8K broadcasting, cloud platform distribution, and terminal control full-chain ultra-high-definition technology, and through the "theater to theater" distribution and control chain, providing live content to multiple "second venues", benefiting audiences in other places.

On April 5, 2024, the play "Su Causeway Spring Dawn" premiered in Beijing. 2,655 audiences in six cities: Shanghai, Chengdu, Nanjing, Shenzhen, Hangzhou, and Wuzhen, watched the simultaneous broadcast in their respective theaters with the support of 8K ultra-high definition and digital broadcasting technology. The multi-angle, multi-space, ultra-high-definition image presentation accurately and directly conveyed the actors' subtle performances and emotional handling to the audience in the "second venue". Su Shi's drunken state and tears, and Song Shenzong's frown and embarrassment, were magnified by the ultra-clear giant screen, affecting the audience's emotional ups and downs.

Image: The Play "Su Causeway Spring Dawn" | Source: Hangzhou Performing Arts Group

Piao Fu Tong Tourism Digital Empowerment Platform:

Data Does Not "Gather Dust"

How to make tourism data elements "move, use, and come alive"? The Piao Fu Tong Tourism Digital Empowerment Platform uses "data elements × cultural tourism" as a fulcrum, focusing on seven modules: ticket cloud, channel distribution, smart marketing, ecological links, shared leasing, and data consulting, forming a smart solution, equipping scenic areas with a "smart brain" with full-scenario application, full-channel access, and full-chain empowerment.

The big data comprehensive control platform provides real-time monitoring and management of passenger flow, facilities, and the environment. It can adjust the opening hours and routes of scenic spots and promptly address issues raised by tourists. The scenic spot transaction data platform unifies the management and analysis of various consumption data, accurately grasping the operational status and adjusting management strategies. The scenic spot resource supply chain platform efficiently integrates and optimizes the allocation of tourism resources, analyzes the operational status and development trends, and provides a basis for sustainable development. At the same time, addressing the pain points and difficulties of scenic spot application scenarios, the tourism digital empowerment platform, relying on "digital infrastructure," integrates and connects tourism scenarios such as "scenic spot + scenic spot," "scenic spot + hotel," "scenic spot + restaurant," and "scenic spot + performance." It centralizes food, accommodation, transportation, tours, shopping, and entertainment on a single platform, achieving full-chain interconnection and interoperability of data, marketing, and applications.

Image: Ticket Payment Platform | Source: Ticket Payment Platform

Postscript

On December 31, 2023, the State Data Bureau and 17 other departments jointly issued the "Data Element ×" Three-Year Action Plan (2024-2026), calling for the activation of the potential of data elements, leveraging their magnifying, additive, and multiplicative effects to build a digital economy with data as a key element and achieve high-quality development. The 2024 "Top Ten Cases" of Cultural and Tourism Digital Innovation Demonstration are the results of the actions required in the "Data Element × Cultural Tourism" module of the document, providing valuable experience and models for the future development of the industry. Relevant officials from the Department of Science, Technology, and Education of the Ministry of Culture and Tourism stated that the next step will be to accelerate the deep application of digital technology in the fields of culture and tourism, achieving digital empowerment and information transformation in culture and tourism, transforming resource advantages into development advantages, and promoting high-quality development in culture and tourism.

Looking to the future, in the current wave of digitalization, firstly, we need to strengthen top-level design, formulate and improve development plans for the digitalization of culture and tourism, and clarify development goals and paths; secondly, we need to promote resource sharing, break down information silos, and promote the digital integration and opening up of cultural and tourism resources; thirdly, we need to encourage innovative practices, support enterprises, institutions, and creators to boldly experiment in the digital field, and create more cases with demonstration significance; fourthly, we need to strengthen security safeguards to ensure network security and data security during the development of digital culture and tourism. With these measures, we expect that in future development, the culture and tourism industry will be able to better integrate modern technology, continuously expand service areas, improve service quality, and provide the people with a richer, more efficient, and convenient cultural and tourism experience.

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