Why ‘Experience’ Trumps ‘Preservation’ in Heritage Tourism, According to Thomas Hoon

In a recent LinkedIn post, Thomas Hoon discusses the viral success of the Xian’gao Sinkhole Library in Wuyuan, China, and draws broader lessons for heritage tourism. While many were quick to assume the striking architecture was AI-generated, Hoon clarifies that the library is a real, recently opened structure that has captured the public’s imagination.

“The Xian’gao Sinkhole Library is tucked inside a natural pit ringed by raw rock walls. Carved spiral staircase. Warm light. Bubbles drifting through the air. Netizens started calling it the real life Hogwarts.”

A Real-World ‘Hogwarts’ and its Viral Appeal

Hoon shares that the library, located in the Wuyuan county of Jiangxi province, has become a major draw, attracting nearly two hundred thousand visits in its first twenty days. He highlights that this immense popularity is not accidental, but rather a result of a deliberate strategy employed in the Xian’gao ancient city restoration project.

The Strategy: Preserving the Past, Engineering the Experience

The core principle of the restoration project, as outlined by Hoon, is to maintain the integrity of ancient buildings while introducing a modern element designed to entice visitors. This approach contrasts sharply with a more common, less successful model seen in heritage towns across Asia.

As Thomas Hoon points out, the prevailing approach often involves simply protecting old structures and expecting tourists to arrive. “Most heritage towns across Asia protect the buildings and wait for tourists. The tourists do not come. Old walls alone do not pull a crowd.”

Hoon argues that the Xian’gao project succeeded by reversing this logic. “This county did the opposite. It guarded the past and engineered a reason to visit it.” This dual focus on historical authenticity and the creation of a compelling visitor experience is, in Hoon’s view, the key to its viral success.

Preservation vs. Experience: The Differentiating Factor

Thomas Hoon emphasizes a critical distinction that he believes is often overlooked in heritage site management. He posits that while preservation is essential for maintaining the physical existence of historical sites, it is the ‘experience’ that ultimately brings people in.

“Preservation keeps the walls standing. Experience is what fills the seats.”

This insight is central to Hoon’s analysis, as he suggests that sites failing to offer a unique and engaging experience risk remaining empty, regardless of their historical significance. The Xian’gao Sinkhole Library, by integrating its historical setting with a novel and visually stunning design, has created precisely the kind of experience that modern travelers seek.

Broader Implications for Tourism

According to Hoon, the success of Xian’gao serves as a powerful case study. “The places that understand the difference are the ones going viral this summer.” This suggests that a forward-thinking approach, one that balances the reverence for history with the creation of memorable activities and attractions, is crucial for the vitality of heritage tourism in the contemporary era.

Hoon’s analysis underscores the need for heritage destinations to innovate and actively create reasons for people to visit, rather than passively relying on their historical value alone. The Xian’gao Sinkhole Library stands as a testament to this effective strategy.