Ctrip Group has recently announced the results of its inaugural "Global Tourism Innovation Contribution Project". From thousands of submissions spanning 23 countries and regions, the Chang'an Twelve Hours Themed Block emerged as a standout, praised for its groundbreaking approach to cultural exploration, cutting-edge technology, creative storytelling, and immersive experience design. These strengths earned it the prestigious 2025 Global Tourism Innovation Contribution Award.

In May, the Envision 2025 Global Partners Conference hosted by Ctrip Group brought together over 3,000 tourism leaders from 74 countries and regions. At the event, Ctrip unveiled a 1 billion yuan tourism innovation fund and introduced the Tourism Innovation Contribution Award, honoring 20 outstanding global cases—10 from China and 10 from abroad—for their innovation, sustainability, and impact in driving destination tourism.

Blending lighting, sound, and multimedia, the block's performances deliver interactive, immersive shows where visitors can join the storyline through costume changes and scripted interactions—bringing the vibrant life and culture of the Tang Dynasty to life and redefining traditional audience experiences.

The block uses VR and AR to offer a vivid journey into the bustling Chang'an of the Tang Dynasty, where visitors can interact with virtual characters and immerse themselves in the sights and sounds of its lively marketplaces.

AI also adds a fresh interactive twist to the block. At the "Digital Chang'an" face‑swap camera, visitors can pick a Tang‑style character and instantly generate a high‑quality Tang‑era portrait.

Since its opening, Chang'an Twelve Hours has welcomed over 6.8 million visitors and has repeatedly topped Douyin's tourism sales chart. It has become a nationwide cultural‑tourism phenomenon with strong economic and social impact.

With China's relaxed visa rules, Xi'an has become a global draw—the block has welcomed over 30,000 international visitors who wear Tang makeup and Hanfu, pose as "Tang‑style trendsetters," and share their time‑travel experiences online.

Adopting a "cultural tourism+" model, Chang'an Twelve Hours blends culture, technology, performances, intangible cultural heritage, study tours and specialty cuisine to expand the cultural‑tourism sector, activate consumption spaces, and enrich tourism offerings.

Going forward, Chang'an Twelve Hours Themed Block will deepen the contemporary relevance of historical culture, use modern technology to reinterpret traditions, promote Chinese culture internationally, and deliver richer immersive cultural‑tourism experiences.