Summary of Key Points
This article focuses on the cultural and tourism transformation of historic cities with rich cultural heritage: traditional development models (land acquisition for scenic creation, ticket sales, and souvenir sales) are no longer meeting the needs of Generation Z, facing three major challenges: reliance on visual attractions, ticket revenue bottlenecks, and the backlash from intellectual property (IP) assets. Generation Z values personal experiences, emotional connections, and self-expression more deeply. To thrive, these cities need to adopt three innovative approaches: “co-creation with history,” “empathy through IP,” and “symbiosis driven by local entrepreneurship,” shifting from being mere tourist attractions to vibrant hubs for young people's creativity and entrepreneurship, thereby achieving a two-way exchange between historical preservation and youthful vitality.
The Critical Dilemma of Traditional Cultural Tourism
The development of cultural tourism in historic cities has encountered three insurmountable problems, leading to a “survival crisis”:
1. The collapse of the scenic creation model: Relying on land sales and leveraged financing is no longer viable. For example, Xi’an’s Qujiang District once thrived through a combination of culture, land, and urban development investments, but without the land-based profits, open-air attractions like “Dàtáng Bùyèchéng” struggle to generate commercial revenue. In contrast, Chang’an Shíèrshízhōng achieved profitability through closed environments and high ticket prices (over 200 RMB per visit), indicating that focusing on visual experiences is more effective than just creating scenery.
2. Economic imbalance in tourist attractions: Declining ticket sales lead to reduced revenue, and the loss of a lively atmosphere. After relocating residents from Dangkǒu Ancient Town in Wuxi and implementing an 80 RMB entrance fee, 40% of the shops closed; only by hosting music festivals and folk performances did the town regain its vitality.
3. The backlash from IP assets: Popular internet figures often lack a connection to the local cultural context. Jinan’s “Xiayǔ hé” (Summer Rain Lotus) IP was briefly successful but lacked depth in relation to the city’s culture; by contrast, Suqian’s “Xiang Yu” IP gained momentum through cross-industry collaboration with sports events (such as the Jiangsu Super League), as Xiang Yu is a core local cultural symbol.
The Consumption Patterns of Generation Z in Cultural Tourism
Generation Z has become the main consumer group in this sector (accounting for 65%), with significantly different preferences from the previous generation:
- Rejection of grand narratives: They prefer to connect culture with their own experiences. For instance, Quanzhou’s hairpin flower decoration allows young people to engage with local traditions and share photos online, driving 7 billion RMB in sales.
- Equal treatment for history: They don’t worship historical figures but are interested in their personal stories. The craze for visiting famous tombs reflects a desire for empathy and emotional connection.
- Creating the present: They reject mere replicas of the past and seek new, contemporary experiences. Puyuan Ancient Town abandoned its traditional attire and hosted fashion events and weeks, making art affordable to young visitors and generating 70 million RMB in sales.
Three Innovative Approaches to Engage Generation Z
To cater to Generation Z’s needs, historic cities can adopt the following strategies:
1. Co-creation with history: Break down complex historical themes into manageable segments and involve young people as key actors. Kaifeng’s Wansui Mountain Martial Arts City created interactive experiences with 2,400 NPCs, increasing visitor retention rates by 50% and generating 1.27 billion RMB in annual revenue, making it a popular destination.
2. Empathy through IP: Demystify historical figures and make them more relatable. In Shaoxing’s second phase of the Lu Xun Heritage Site, the iconic figure was rebranded as “Xùngēr” (Brother Xun), with Q-style representations and literary-themed attractions (like the Jujube Tree Wall) that attracted 70% more visitors during National Day, with cultural products accounting for 30% of sales.
3. Symbiosis driven by local entrepreneurship: Encourage young people to settle and start businesses, revitalizing the city. The government in Suzhou’s Shiquan Street improved infrastructure and supported innovative projects (such as modernizing traditional desserts and hosting balcony bands), doubling daily visitor numbers from 7,000 to 20,000 and boosting nighttime activity.
The Ultimate Test of Transformation
The true success of these efforts lies in whether young people are willing to stay and contribute to the city’s future. Transformation is not just about superficial renewal but about redefining the relationship between history and its present-day inhabitants. The success should be measured by whether young people choose to settle down, start businesses, and live there. For example, Shiquan Street has attracted many post-95s and post-00s entrepreneurs, transforming the old town from an aging, declining population area into a vibrant hub of youthfulness. Only when history and vitality converge can a historic city truly come to life.
Conclusion
The transformation of cultural tourism in historic cities requires a shift in approach, from focusing on attracting visitors to creating experiences that engage and connect with the local community. The ultimate goal is for these cities to maintain their historical significance while embracing the energy and creativity of the younger generation.