The "Wonderful Jiayu Pass" immersive night tour project in Jiayuguan, Gansu province. [Photo/IC]

The "Wonderful Jiayu Pass" immersive night tour project in Jiayuguan, Gansu province, has been selected as a 2025 China tourism industry impact case, recognizing it as a model for cultural and tourism integration in the region.

As the country's first immersive naked-eye 3D light show set against the original site of the Great Wall, the project represents a total investment of 41.71 million yuan ($5.87 million). It uses Jiayu Pass, over 650 years old, as a natural stage, presenting four thematic chapters that vividly recreate historical events including Zhang Qian's journey to the Western regions and General Huo Qubing's military campaigns, achieving a deep integration of Great Wall culture and Silk Road civilization.

Using advanced technologies such as laser projection and intelligent control systems, the project creates an engaging narrative space where every step offers a new scene and every scene tells a story. In its first year of operation, it generated 7.18 million yuan in after-tax revenue and was visited 108,000 times. Following a comprehensive upgrade this year, the project has now been visited a total of 211,600, with revenue from night tour tickets reaching 15.37 million yuan after tax.

The project creates over 100 jobs annually and drives demand for more than 40,000 hotel room nights during peak tourist seasons. Through a sustainable build-operate-upgrade model, it continues to enhance its market competitiveness, injecting new momentum into the high-quality development of Jiayuguan's cultural and tourism industries.