"Using drones, we fly 12 kilometers into the scenic area, providing a live broadcast and adding a 30-minute night tour," Zhang says.

"Through this approach, we create an immersive experience for visitors."

At the same time, the institute has carried out several experiences integrating 5G with the metaverse that have received positive response from the market.

They range from a metaverse fireworks display during the 19th Asian Games in Hangzhou, Zhejiang province, and a re-creation of historical buildings in the ancient streets of Suzhou, Jiangsu province.

"We hope that the culture of Jiangnan (the southern region along the lower reaches of the Yangtze River) can endure in the world of the metaverse, or the digital realm," Zhang says.

Experts expect these approaches to stimulate interest in travel and encourage real-world tourism consumption.

On the big data front, telecommunications serve as a comprehensive data source that enables more convenient analysis of visitor flow patterns, thus providing better support for decision-making and improving tourism experiences, Zhang says.

He believes the time has come to use AI-generated content in the cultural and tourism industry, such as customized travel routes and services, tour guidance and digital marketing for destinations.

Jiang Yiyi, deputy dean of the sport, leisure and tourism school of Beijing Sport University, proposes more input into sports tourism, which has shown strong potential.

"Tourists often flock to a city for a sports event. Major international events such as the 2022 Beijing Winter Olympics, the Hangzhou Asian Games, and the Chengdu FISU World University Games have become iconic intellectual properties themselves," Jiang says.

To date, many cities have staged marathons and winter sports that have packed in visitors from home and abroad, she adds.