A 3D architectural projection show “Magical Light of Buddha” was on at Danzishi Old Street, Nan’an District, at 8:00 pm on December 14. The flowing light on the relief culture wall of Dazu Rock Carvings combining with the beautiful melody, drew many camera-wielding tourists.

Baodingshan scenic area (Photo by Qu Bo)

The culture wall is nearly 60 meters long and reproduces three groups of stone-carving statues, including “Cattle Herding,” which took seven months to create by intangible cultural heritage masters such as Liu Nengfeng, the representative inheritor of Dazu rock carving.

Liu Nengfeng, a representative inheritor of Dazu rock carving and president of Chongqing Folk Literature and Art Association, is creating rock carving works. （Photo by Qu Bo)

After successfully being listed as a World Heritage Site in 1999, Dazu Rock Carvings play its due part in the modern era and shine worldwide through continuous efforts including exhibitions, academic research, artworks, and stone-carving products Chongqing’s departments.

On January 25 of 2011, the exhibition themed on “From Steep Hillsides: Ancient Rock Carvings from Dazu, China” was held in National Museum Wales. It is the first foreign exhibition of Dazu Rock Carvings.

The exhibition attracted over 70,000 visitors, a record for a single display in the exhibition hall. According to the 2012 Almanac of Chinese Culture, it is considered by National Museum Wales to be one of its most successful exhibitions.

International tourists at the Dazu Rock Carvings scenic area (Photo by Qu Bo)

Following that, some places such as Canada, Japan, Tianjin, and Guangxi welcomed Dazu Rock Carvings exhibitions, which also pulled in lots of visitors. Such exhibitions enable people around the world to witness the shining pearl of Chinese grotto art and help Dazu and Chongqing to gain popularity.

In addition to overseas exhibitions, Dazu Rock Carvings Museum organizes the regular exhibition “Rebirth of Art – Dazu Rock Carvings Art Exhibition” to display those stone-carving statues housed in storerooms and scattered around the temple. As a typical case of the activation, this exhibition won the excellence award in the promotion activities of the 2017 National Top Ten Museum Exhibitions.

Statistics show that Dazu received 488,000 tourists in 1999, with a total revenue of RMB 190 million. This year, it is expected to receive more than 22 million visitors, with a total revenue of RMB 11 billion.

In pursuing its development of the tourism industry, Dazu also pays attention to developing cultural and creative products to meet the consumption needs of tourists. More than 800 cultural and creative products featured by Dazu Rock Carvings have been sold at tourist attractions and other gathering places. The booming stone-carving industry is the best proof of Dazu District’s considerable efforts to spread the culture value of Dazu Rock Carvings and explore its economic value.

Looking ahead, how can Dazu Rock Carvings be vitalized in developing Chongqing’s culture-tourism integration?

Qin Dingbo, Deputy Director of Chongqing Municipal Commission of Culture and Tourism Development, gave his suggestions such as designing an impressive logo, producing a moving theme song, or filming a new promotional video. “Exposure and impressiveness are key to attracting visitors,” he said.

“Word of mouth is the best advertisement ever," he went on. According to Qin Dingbo, Chongqing is promoting Dazu Rock Carvings in the international market and facilitating the world-class name card to serve the times and the city better.

Source: Shangyou News