Not long ago, a grand audio-visual feast unfolded at the Jianguo 75 Digital Art Park, located at No. 75 Jianguo Lu (Rd) in Beijing Chaoyang District. Over 40 diplomats from 23 countries enjoyed an immersive cultural and tourism experience here.

Standing before them was a 240-meter-high smokestack, known as "the last smokestack on Chang'an Jie (Ave)." At this revitalized industrial site, the diplomats engaged in a range of activities, including visiting the "Hello, Beijing" photo exhibition, participating in intangible cultural heritage interactions, and enjoying cultural performances and a digital light show. These activities allowed them to witness the achievements of China's high-quality cultural and tourism development while experiencing the deep cultural heritage of "Old Beijing" and the modern expression of "Trendy Beijing."

General Secretary Xi Jinping emphasized that the cultural and tourism industries are inseparable. It is essential to use culture to enrich tourism and tourism to highlight culture, promoting the integrated development of both sectors. This ensures that people can appreciate cultural beauty while enjoying natural beauty, nurturing their minds and spirits.

As the "Double Olympic District" and a vibrant, fashionable hub, Chaoyang District boasts abundant historical resources, prominent cultural, commercial, and tourism resources, a concentration of creative assets, and extensive international resources. World-renowned urban landmarks like the Olympic venues, Beijing CBD, and the 798 Art District showcase the harmonious blend of traditional culture and modern civilization in Chaoyang, as well as the exchange and mutual learning between Chinese and international cultures. Today, Chaoyang District is focusing on leveraging culture to drive industry, continually activating new cultural and tourism dynamics. In doing so, it is achieving new successes and gaining valuable insights through the vigorous development of the cultural tourism consumption market and the diversification of cultural tourism formats.

A river drives new formats of development through spot-based innovation

In late summer, Chaoyang District is fragrant with the scent of lotus blossoms carried on the breeze. “Green lotus leaves outspread as far as boundless sky; Pink lotus blossoms take from sunshine a new dye.” A child, accompanied by their parent, recites this famous Chinese verse along the banks of the Liangma River. Scattered among the riverside cafés, both Chinese and foreign tourists sit enjoying the view.

The Liangma River was once just a simple waterway, with narrow roads on both sides and space taken up by barriers and parking lots. In 2019, Chaoyang District initiated a landscape corridor project, and after several rounds of renovation, the Liangma River underwent a complete transformation. By 2023, the Liangma River's waterfront passage beneath the Yansha Bridge was completed, forming an 18-kilometer greenway that "connects horizontally and links vertically." A 6-kilometer boat route now connects "one river, two lakes, 24 bridges, and 18 scenic spots," providing residents and tourists with an 800,000-square-meter riverside park and an immersive waterfront experience. Liangma River has thus become a distinctive tourist and leisure district.

"Excuse me, how do we buy boat tickets?" Li Hao, a tourist, asked a staff member at the dock of Blue Harbour. "You can purchase tickets through the official WeChat account of ‘Liangma River International Customs Waterfront’," the staff member patiently explained.

As night fell, a vibrant and dazzling light show added a poetic touch to the Liangma River. The reporter joined Mr. Li on the boat, and as it slowly began to move, a grand spectacle of sound, light, and shadows gradually unfolded.

"Our boat will pass through 10 creative scenic spots, including the Friendship Bridge, Platinum Palace Ship Lock, Maijia Bridge, Luck Bridge, Blue Dream Bridge, and Liuli Bridge. Tourists on board can experience the charm of 'technology + culture,'" explained Zhang Yaru, product manager at Beijing LandSky Technology Co., Ltd. "The Liangma River International Customs Waterfront is a representative project that uses new technology to create new scenes and promote new consumption. By integrating technological elements, the entire waterfront space of Liangma River has been enhanced, offering visitors a fresh, fashionable experience."

As the boat passed beneath Luck Bridge, the dazzling starry sky reflected on the river’s surface. "It's breathtaking!" exclaimed tourist Li Shiqing.

"The magical element of the entire route lies in Luck Bridge. Under the bridge, there are 300,000 fiber optic cables. Simply by looking up, visitors can unexpectedly encounter Van Gogh's Starry Night and feel as if they could reach out and touch the stars," explained Zhang Xiaoyu, new media manager at Beijing LandSky Technology Co., Ltd. Night tours on the boat are just one of the many experiences Liangma River offers. Visitors can also enjoy traditional tea-tasting experiences, like the Song Dynasty's diancha tea ceremony, indulging in the serenity of "a cloud cup in hand, half a day of peace," and the delight of "a cool breeze and the fragrant scent of lotus blossoms."

In 2023, the Liangma River Economic Belt Business Alliance was established. This initiative connects SOLANA Blue Harbor, Sanlitun, and the Second Embassy Zone, forming a large commercial complex and launching new cultural and tourism formats along the Liangma River. Businesses along the river shifted from "backing the river" to "embracing the river," not only creating a "city living room" and "people’s stage" but also fostering a riverside business belt for companies to thrive. This transformation has boosted foot traffic to nearby merchants by about 30%.

Today, Liangma River's new cultural and tourism formats are yielding impressive results. The first Beijing Chaoyang International Tea Culture Festival, the China debut of international fashion brands, and the "BMW Vision Neue Klasse 2024 Exhibition" have all taken place along the Liangma River. As the "China Travel" trend sweeps across the internet, foreign social media users have captured and shared the sparkling lights of Liangma River, showcasing its unique charm. The increasingly vibrant and artistic atmosphere, blended with international flair, is a testament to the dynamic transformation of the Liangma River Cultural and Economic Belt.

A street bursts with new vitality through collaboration

In the Beiping Ice Factory, you can drink an old-fashioned soda, enjoy authentic German food at Schindlers Tankstelle, take a photo with the Berlin Bear, or watch an art exhibition in the sunken plaza—all these experiences take place in a "backstreet alley" less than 400 meters long, known as Wangjing Walk in Chaoyang District, Beijing.

Many might not know that Wangjing Walk used to be an aging street plagued by traffic congestion and a dirty, chaotic environment, far from what could be considered a "new landmark."

“There used to be problems with parking and trash everywhere. Now, the street has been completely transformed—clean streets, neat surroundings, and plenty of great food, fun, and sights. It’s a great place to stroll and bring the kids, and every photo looks like a masterpiece,” said resident Ms. Feng Ruoqing.

“I remember the first time I came to Wangjing, the contrast struck me the most. Wangjing Walk is the closest street to Beijing Capital International Airport, and it’s also one of the areas with the most Fortune 500 and leading tech companies. Yet the supporting commercial and urban landscape were quite basic, and the functions felt mismatched,” recalled a manager from Vanke Group, who was responsible for the street's redevelopment.

After its renovation, the street now features a vibrant sky canopy overhead, blooming flowers on both sides, music fountains dancing to melodies, and a sunken plaza filled with over 100 dining establishments. Artistic exhibition spaces, water-screen films, outdoor sculptures, and small theaters are scattered throughout, turning the street from a "dirty and rundown" area into a "new landmark." With its unique blend of technology, fashion, art, and international culture, Wangjing Walk has become one of Beijing's most popular commercial areas.

Since its transformation into an international pedestrian commercial street on August 8, 2020, Wangjing Walk has been regarded as an emerging cultural landmark. Culture and art have been integral to the sustainable development of the street. Events such as the school cultural exhibition, the 13th “Youth Footprints” creative art exhibition, and the Mid-Summer Piano Concert have all taken center stage in Wangjing Walk, showcasing a rich cultural atmosphere.

“To meet people’s diverse desires for both vibrant everyday life and artistic experiences, Wangjing Walk has been committed to collaborating with artists from the start. We aim to create a commercial, residential, and cultural space infused with artistic flair, empowering the street with the cultural influence of artistic IPs,” explained the Vanke Group representative. To further enhance the overall cultural vibe, businesses on the street have formed an alliance with nearby universities to explore models for creating and operating an art-driven community, striving to make Wangjing Walk an open, stylish, and interactive international street.

As street vitality improves, businesses thrive, and residents enjoy a more comfortable life, Wangjing Walk's transformation has become a model for urban renewal in Beijing. With numerous tech and internet companies moving in, Wangjing Walk has also become an incubator for new consumer brands.

A city revitalizes industry with culture, igniting new momentum

Eye-catching fashion buildings, serene river areas, bustling shopping zones, and revitalized artistic streets—these elements have made Chaoyang a go-to destination for both domestic and international tourists seeking urban trends and cultural charm.

"Chaoyang is my favorite area in Beijing," said Sarah Khatab from Egypt. "Every time I visit Beijing, I stay in Chaoyang, so it holds a special place for me."

In recent years, Chaoyang District has been expanding its consumer landscape and enhancing traditional commercial hubs, injecting "youthful energy" into "old landmarks." In 2024, the district is focused on constructing the "CBD × Sanlitun International Consumer Experience Zone," upgrading the central area's commerce and advancing the second phase of the upscale dining street, Jingxiang Jie (St).

"The urban renewal project for Chaowai Dajie (St) will continue," said a representative of Chaoyang Cultural and Tourism Group. The renovated Kuntai Tower aims to attract headquarters for "three new industries": the digital economy, service economy, and creative economy. In the next phase, public spaces along Chaowai Dajie (St) will be linked with major landmarks such as Parkview Green, The Place, the Workers' Stadium International Sports and Cultural Complex, and the Sanlitun Fashion and Lifestyle Area, creating a new-generation landmark and a hub for youthful living.

In 2024, Chaoyang District will implement five major actions to explore urban renewal across various categories. These initiatives include updating old factories in the 751 District, opening the commercial section of the new Workers' Stadium, and upgrading traditional commercial projects such as Wangjing Walk 2.0, Joy City, Wangjing Cadenea Shopping Mall, Wangjing SOHO, and Sanlitun North Area No. 81.

During the 2024 May Day holiday, Chaoyang District's 22 major tourist attractions welcomed 2.26 million visitors, generating a total of 798 million RMB in revenue, a 5.1% year-on-year increase. During the Dragon Boat Festival, these attractions received 1.14 million visitors over three days, with total spending reaching 530 million RMB, a 2.5% increase.

"In recent years, Chaoyang District has consistently promoted the integration of culture and tourism, accelerating the development of new cultural and tourism formats, and establishing the 'Chaoyang Model,' where cultural and tourism industries are deeply integrated into urban development," said Wang Yonggang, Deputy Director of the Bureau of Culture and Tourism of Chaoyang District. In 2023, Chaoyang District generated 133.24 billion RMB in tourism revenue, accounting for 22.8% of Beijing’s total, the highest of any district. It welcomed 75.36 million tourists, an 86.4% increase year-on-year, with cultural and tourism consumption representing 76.36% of total district spending.

Thanks to its achievements in culture and tourism, Chaoyang District was selected as a demonstration area for the integration of cultural and tourism industries at the national level. It was also named one of the first pilot cities for national cultural and tourism consumption. The district boasts two national-level leisure tourism streets, four national-level nighttime cultural and tourism consumption hubs, and three projects selected for the national pilot program for immersive smart tourism spaces.

"Looking forward, Chaoyang District will continue to deepen the integration of cultural and tourism resources, innovate promotional methods, and activate new drivers for cultural and tourism development," Wang added. "This will help elevate the quality of Chaoyang's cultural and tourism industries and further enhance the 'Tourist-friendly Chaoyang' brand, advancing the district's overall development to new heights."