Building on this momentum, Huichang is extending its vision beyond historical sites to pursue a deeper synergy between culture and tourism. This approach has given rise to a series of signature cultural destinations, such as the flagship project Huichang Drama Town.

Developed in partnership with playwright and director Stan Lai, the project has transformed old buildings into a vibrant ecosystem of theaters, workshops and creative spaces. Since its opening in January 2024, the town has held three drama festivals featuring over 1,000 performances by troupes from multiple countries, and has welcomed more than 8 million tourist visits. Its regular performances include innovative adaptations like the Tea-Picking Opera version of Lai's classic Secret Love in Peach Blossom Land.

"The opening of the drama town has brought a noticeable increase in visitors to Huichang," said Wen Ya, a local business owner. "Our business has improved significantly, which gives us greater confidence for the future."

The model of cultural activation is also replicated elsewhere. Other emerging destinations in Huichang include the Dongtou She ethnic village, which draws on the area's intangible ethnic heritage, and Hejun Town, home to a college and venues for hosting training programs, study tours and forums.

Huichang aims to consolidate and build upon its progress.

"We are committed to establishing Huichang as a national hub for drama culture and a key tourist destination," said Zhou Yanfeng, deputy director of the county's culture and tourism bureau. "We will continue to advance the integration of culture and tourism, elevate the quality of our services, and enrich the overall experience for every visitor."

Contact the writers at jihaisheng@chinadaily.com.cn