During the "double festival" period comprising the Mid-Autumn Festival and National Day, Luojiang District in Deyang adopted an innovative "culture plus technology" approach to coordinate activities at tourist attractions with district-wide cultural initiatives for the public, thereby enriching the cultural and tourism offerings at these sites during the holiday period and enhancing the visitor experience.

From 1 to 3 October, the Baima Pass Scenic Area hosted a series of National Day events under the theme "Celebrating National Day and Boosting Consumption". Drawing on historical sites such as the Pang Tong Shrine and the Jinniu Ancient Trail, the events included a Three Kingdoms-era Shu Han-themed NPC parade, a "Deyang Culinary Delights" food market, and the "Cultural Heritage of the Shu Road: Discovering the Flavours of Luojiang" camping music festival.

Interaction between intelligent robots and period-costumed NPCs

During the day, intelligent robots and period-costumed NPCs mingle and interact with visitors, drawing them in to stop and try out the experiences. At night, Phoenix drones light up the night sky, whilst iron-flower and fire-pot performances take centre stage in turn; camping concerts and intangible cultural heritage performances flow seamlessly from day into night, creating a chain of immersive experiences.

Camping Concert

Beyond the scenic areas, cultural initiatives for the public have simultaneously extended to all corners of urban and rural areas. The "Full Moon over Dongshan: The Fragrance of Osmanthus at Mid-Autumn" cultural event, centred on the Li Diaoyuan Memorial Hall, enabled the public to experience the charm of traditional culture whilst learning about the local cultural heritage and composing Mid-Autumn Festival poems; the "Mid-Autumn Festival: Sparking Curiosity · National Day: Conquering Challenges" reading challenge and the 15-day "Reading Mystery Box" check-in campaign were launched simultaneously online, attracting numerous readers; within universities in the district, the "Full Moon Mid-Autumn Festival · Celebrating National Day" cultural and tourism promotion campaign featured specialised exhibition areas showcasing the cultural heritage of the Three Kingdoms period, premium tourist itineraries and cultural and creative products through a combination of text, images and physical displays; Meanwhile, villages and communities across the district have been organising joint Mid-Autumn and National Day celebrations, intergenerational activities and folk song recitals, integrating cultural performances, free health check-ups and legal awareness campaigns to create a heart-warming festive atmosphere for the public.

Moving forward, Luojiang District will continue to capitalise on its distinctive cultural resources, promote the deep integration of culture and tourism, continually enrich the range of cultural and tourism products on offer, and sustainably unleash new momentum for the development of the cultural and tourism sectors.