On September 9, the 2026 China International Fair for Trade in Services (CIFTIS) opened at Shougang Park in Beijing. At this annual gathering of global vision, cutting-edge technology, and international resources, Mutianyu Great Wall — a UNESCO World Heritage Site — made a striking appearance with a dual showcase of cultural creative products and digital technology, transcending the boundaries of time and space. Through experiential, tangible, and shareable modern expressions, it tells the story of the Great Wall and China's cultural tourism to the world in a new era.
The Great Wall of China · Mutianyu
As a world-class cultural heritage site and a national-level cultural tourism landmark, Mutianyu carries six centuries of frontier history, embodying the grandeur of China's landscapes and the wisdom of ancient architecture. For generations, the Great Wall has amazed the world with its magnificent scenery and profound history. Today, Mutianyu is moving beyond the traditional sightseeing model, leveraging both cultural creativity and digital innovation to transform this ancient heritage from a passive viewing experience into a vibrant, immersive, interactive, collectible, and shareable cultural IP — achieving the revitalization and renewed value of its cultural legacy.
Technology Empowerment: A Digital Great Wall Where History Is Immersive and Landscapes Are Explorable
Powered by advanced XR technology, Mutianyu precisely recreates the mountain contours, watchtower textures, and seasonal scenery of the Great Wall, completely breaking the constraints of physical space. Without climbing a single step, visitors can journey through all four seasons: lush spring mountains, verdant summer peaks, fiery autumn maples, and snow-covered winter ramparts — immersing themselves in the majestic spirit of the Great Wall.
From simply "seeing the Great Wall" to digitally "touring and playing the Great Wall", Mutianyu uses technology to breathe life into cultural heritage, creating a new communication context that resonates with younger audiences and aligns with international perspectives — making profound history truly come alive and travel far.
Cultural Creative Renewal: Products That Carry Heritage, Details That Hold Landscapes
Complementing the digital experience is Mutianyu's collection of high-aesthetic, culturally rich, quality-driven, and internationally oriented cultural creative products. Rejecting simplistic pattern printing and symbol stacking, each product draws on the Great Wall's architecture, seasonal scenery, the "Hero" spirit, and frontier culture as its core — completing a contemporary reinterpretation and everyday integration of traditional culture.
Four-season sandglass fridge magnets, paper-cut fridge magnets, ceramic fridge magnets, collector's edition playing cards, the "Hero Cup," puzzle cubes, and Deshengtang commemorative stamp folders… the "Premium Cultural Creative" zone at CIFTIS Shougang Park is brimming with delights. From immersive digital experiences to tangible creative products, Mutianyu's exhibition at CIFTIS fully constructs a new cultural tourism paradigm of technology experience + cultural content + consumption conversion + international communication — serving as both a vivid microcosm of Huairou's high-quality cultural tourism development and a benchmark practice for the revitalization of Beijing's world cultural heritage sites.
Using the Exhibition as a Bridge, Bringing Eastern Heritage to the World
The advancement of cultural tourism lies in innovation built upon inheritance; the global reach of culture lies in integration empowered by technology. As a national-level platform for international exchange, CIFTIS provides a broad stage for traditional culture to go global, for cultural tourism service trade, and for cultural exchange between China and the world.
Guided by its mission to protect and revitalize world cultural heritage, Mutianyu adheres to the principle of "preserving the cultural lineage, keeping pace with the times, and reaching the world": using digital technology as a tool to make heritage perceptible; using original cultural creative products as carriers to make culture collectible and transmissible; and using international exhibitions as bridges to make its story travel ever farther.
Looking ahead, Mutianyu Great Wall will continue to deepen its integrated path of cultural tourism + technology + cultural creativity + international communication, continuously iterating digital experience scenarios, refining its high-quality creative product matrix, and innovating the narrative of Great Wall culture. Let the millennia-old fortress radiate new vitality in the new era, and let the beauty of China's landscapes and the charm of Chinese culture travel across the nation and around the world through CIFTIS.
