Thealternationbetweendryandmonsoonseasonscauseszebrastomigrateingroups.Africanlionshideinthegrasstogazeattheirprey.Thenightfalls,andthespaciousprairiereturnstoserenity...Inthethemeusicof"WalkintoAfrica"atShanghaiMuseumofNaturalHistory,explodingsoundeffects,changinglights,high-definitiondynamicimagesandover200lifelikeanimalspecimenimmersetheaudiencesintothescene,asiftheywereapartoftheprairie.WhenShanghaiMuseumofNaturalHistoryopenedin2015,digitalizedimmersiveexperiencesarenotcommoninthecountry.Nowadays,accompaniedbythesubstantialprogressoftechnologies,immersiveexperienceshavebecomeatrendintheindustriesofartisticperformances,tourism,andon-locationsentertainment.Theybringnewexperiencestotouristsandaudiences,andarenourishmentforthemindduringthetimewhenpeoplearecombatingthepandemic.Especiallysincelastyear,whenepidemicpreventionandcontrolbecameaneverydayreality,digitalizedcultureandtourismprojectsgreatlyenrichedpeople'slives.Differentregionalmuseumslaunchedthousandsofonlineexhibitions,manyA-levelscenicareasopeneduponlinetouring.“Live-streamingontheCloud”,“ExhibitionsontheCloud”,“TravellingontheCloud”sprungupexuberantly,userscaleandusers'averagedailyviewingtimesteadilyincreased,whichbecamenewgrowthpointsineconomicdevelopmentduringtheepidemic.Accompaniedbytherapiddevelopmentof"Internet+CultureandTourism",virtualreality(VR),augmentedreality(AR),bigdataandothermoderninformationtechnologiesareintegratingwiththecultureandtourismindustry.Thisgreatlyenrichedthecontentsofimmersiveculturalandtourismexperiences.AnofficialwiththeMinistryofCultureandTourismstatedthat,inthefirstthreequartersof2020,ournation’semergingculturalactivitiesachievedanoperatingincomeof2.12trillionyuanin16differentsectors.Thiswasa21.9%risefromthesameperiodlastyear,whichdemonstratedtheimmensedevelopmentpotentialoftheemergingfield.Accordingtotheofficial,inthefuture,thecultureandtourismindustrywillfurtherusedigitalizedmethodsandimmersivedisplaystofullyexplorecultureandtourismresources-toenhancetheapplicationofVR,AI,5g,4K/7kultrahighdefinition,UAV(unmannedaerialvehicle),andothertechnologiesintheculturaltourismindustry,topropelthetransitionofrealsceniccontentsintoimmersivecontents,toenrichvirtualexperiences.Inaddition,itwillpushfortheintegrationofimmersivefieldandcultureandtourism,andexpanditsuseintheurbancomplex,inculturalcenters,andinscenicareas.Industryanalysisindicatesthat,toletaudiencesandtourists“feelpersonallyonthescene”cannotbedonewithoutthehelpoftechnologicalandculturalelements.LouJiajun,aprofessorfromEastChinaNormalUniversity,thinksthatthefoundationofimportingdigitalizedtechnologyistoconstructthebridgetointegratecultureandtravel,toletthepubliccultivatetheirnationalidentityinhigh-qualitycultureandtourismexperiences,tofeelthehappinessoflife,andtoreachtheunityofsocialandeconomicbenefits.ContributedbyXuJunjie,ChenAiping,reportersofXinhuaNewsMediaAgencyBeijingBranchTranslatedbyZhangJunye