China (Beijing) Attraction Expo 2026 recently drew to a close in the nation's capital. From creative design to pioneering technology, the event showcased how the cultural and tourism industry is evolving.

As China's 15th Five-Year Plan outlines a vision for deeper integration of culture and tourism, with innovation and technology playing an increasingly important role, the expo offered a glimpse into how the industry is putting that vision into practice.

Visitors try out VR amusement devices at the expo in Beijing, March 20, 2026. [Photo by Liao Jiaxin/China.org.cn]

At the Kaiqi Group booth, Wu Zhongsheng, deputy general manager, shared how their company, a leading playground equipment manufacturer in China, has built its success through customization.

"We combine local culture and intellectual property to create our products, avoiding the problem of homogenized design," Wu said, adding that in Guamian Village in southwest China's Sichuan province, the company incorporated local noodle-making heritage into the design of a playground. They turned a legacy and tradition into something families can touch, climb and build memories around.

For the group, this approach aligns with the 15th Five-Year Plan's emphasis on a shift from sightseeing to experiential travel, as well as the revitalization of cultural heritage. "This is an opportunity for our industry," Wu said.

If Kaiqi represents how culture can be woven into physical play, other exhibitors are showing how technology is reshaping the very nature of the experience.

Empower Intelligent Technology Co. Ltd., a Jiangsu-based technology company, specializes in immersive experiences. Their latest innovation includes a cantilevered motion platform that lifts seats off the ground, creating a feeling of genuine weightlessness. "This is a first in the country," said Fu Jinqing, the marketing manager of the company.

The technology is already in use at attractions such as the dome flying theater at Shanghai's Oriental Pearl Tower. They are bringing new levels of immersion to cultural tourism destinations. With a track record built on real-world installations across China, the company has also expanded into international markets, Fu added.

Another example is Star Robot, a Sichuan-based high-tech enterprise. At the expo, they drew crowds with a massive soft sculpture. But what actually sets the company apart goes beyond large-scale installations.

Star Robot's sculpture on display at the expo in Beijing, March 20, 2026. [Photo by Liao Jiaxin/China.org.cn]

The company is integrating AI into their products. "We can embed AI into the control system. It can serve as a companion, offering emotional support, and it can also provide intelligent voice interaction," explained Ma Yanjun, business manager of Star Robot.

The company also turns intellectual property into interactive, moving characters that visitors can engage with. "It's no longer just something that exists in animation or on screens. We make it interactive," Ma said. From theme parks and museums to commercial complexes, the applications are expanding.

"They are becoming smarter and more responsive," Ma added optimistically. "Perhaps one day, robots will even think for themselves." The sentiment of this thinking can be seen throughout the expo, a shared confidence that China's cultural and tourism industry is no longer just about making things to look at, but about creating experiences that connect technology, emotion, and imagination. As the industry moves from manufacturing to experience-making, events like the Beijing Attraction Expo show how innovation is turning China's next generation of leisure and culture into something people can truly feel.