Huangshan shifts from sightseeing to immersive cultural tourism

Huangshan in Anhui province, famous for its mountain scenery, is reinventing its tourism industry by blending traditional culture with new business formats, aiming to turn sightseeing trippers into immersive cultural experience guests.

In Tangmo ancient village, a local entrepreneur has opened "Wangxing Coffee", named after a 1,400-year-old ginkgo tree in the village, after the village's night tourism boomed in early 2026.

"The night tour has brought young visitors," he said. "I can make a living at home and care for my family." Tangmo's night tour saw a 333.1 percent year-on-year surge during the latest Spring Festival.

An interior view of Wangxing Coffee in Tangmo ancient village, Huangshan. [Photo provided to regional.chinadaily.com.cn/amazinghuangshan]

In Shexian county, Heweihui Cultural Creativity has developed four IPs — fish lanterns, fermented hairy tofu, Guest-Greeting Pine and Huizhou ink — into more than 80 original products sold at more than 122 outlets. "Our goal is to let more people see and remember Huizhou's intangible cultural heritage," said Tao Wei, the company's head.

Mascots "Mao Dou Fu", homophones for fermented hairy tofu symbolizing wealth (L) and happiness (R), from Heweihui Cultural Creativity in Shexian county, Huangshan. [Photo provided to regional.chinadaily.com.cn/amazinghuangshan]

The county also launched Huizhou of the World, China's first ancient mystery immersive theatre. Set in the Ming Dynasty (1368-1644), the play weaves traditional Huizhou cultural elements into its storyline as clues, immersing the audience in the mystery while learning about local history and culture. Written by He Jiqing, it uses three interconnected theatres in renovated idle spaces.

"We tell the ending first and let the audience race against the playwright," He said. The show employs university students as actors through a school-enterprise partnership.

A scene from the immersive theatrical performance Huizhou of the World in Shexian county, Huangshan. [Photo provided to regional.chinadaily.com.cn/amazinghuangshan]

"Visitors should first watch a play to understand the city's history, then tour the city," He added. "That's how we can make them stay and experience our culture."

By turning ancient heritage into modern experiences, Huangshan is redefining what cultural tourism can be.