China's Cloud Tourism Trend Emerges Amid Travel Restrictions

In recent times, cloud tourism has emerged as a compelling trend in China, driven by innovative responses to ongoing travel restrictions due to a resurgence in COVID-19 cases. This new form of tourism allows individuals to experience the beauty of various attractions through live streaming, providing a unique avenue for virtual exploration that contributes to the local economies.

Among those leading this trend is Zha, a 44-year-old tourism professional who embraced live streaming during the pandemic. Each day of a recent five-day holiday, he captivated hundreds of thousands of online viewers by broadcasting breathtaking views, starting with a sunrise from a mountaintop at 5 am and trekking over 10 kilometers across the grand canyon, accompanied by only three mobile phones.

With the limitations on travel, cloud tourism has gained traction as an appealing alternative. It allows users to enjoy immersive experiences of tourist sites without physically visiting them. A particularly noteworthy example includes a live tour of the Shanghai Wild Animal Park, which attracted over 10 million viewers within a month.

During the May Day holidays, more than 1 million virtual visitors explored various cultural sites and scenic spots in Taiyuan, located in Shanxi Province. These numbers reflect the growing interest and engagement in the realm of online tourism during a time when traditional travel remains constrained.

Having dedicated over two decades to the travel industry, Zha began experimenting with live streaming in 2020 in response to the significant impacts of the pandemic. His engaging presentation style, coupled with high-quality filming, has allowed him to garner a substantial following of over 700,000 fans in just three years.

Zha expressed, 'The epidemic has made it difficult for many people to travel long distances. I hope to share the magnificent views of Huangshan Mountain in different seasons from my own perspective.' His dedication is evident, as he spent over 280 days living on Huangshan Mountain, racking up more than 2,000 hours of live broadcasts viewed by over 51 million people.

The charm of cloud tourism is not limited to natural landscapes. The ancient village of Hongcun, a culturally significant site in Yixian County near Huangshan Mountain, is also tapping into this trend. Since launching its official streaming account on Douyin in August 2021, Hongcun has attracted a following of over 100,000 users in less than a year.

Huang Jie, a deputy general manager of a local tourism company, highlighted the depth of connection offered by cloud tourism, stating, 'In addition to the landscape, we also bring the audience closer to local traditional folk customs and intangible cultural heritage.' This depth of engagement exceeds the offerings of conventional tours.

The impact of cloud tourism extends beyond mere attraction; it is driving the growth of local industries and sales of products related to the scenic areas. Cheng Qiuping from Huangshan Tourism Development Co., Ltd noted a notable surge in product sales during live broadcasts. Currently, around 40 tour guides regularly livestream from Huangshan, contributing to an expanding ecosystem of virtual tourism.

These live streams not only enhance the appeal of tourist sites but also cultivate a potential customer base for years to come. Message interactions in Zha's streams, such as, 'I enjoy mountaineering and would love to go to Huangshan Mountain in the future', signify the lasting interest and desire for physical travel as constraints begin to ease.