Dunhuang cultural creative products are exhibited in Beijing. [Photo/IC]

Gansu Culture Tourism Group is deepening the integration of Dunhuang aesthetics with modern cultural tourism.

At its art and cultural creative products exhibition hall, visitors encounter a striking art wall inspired by the flying apsaras murals, where fluid lines and vibrant colors blend seamlessly with contemporary design.

The group has developed a comprehensive Visual Identity System that incorporates Dunhuang's artistic elements.

This system ensures consistent application of Dunhuang aesthetics across various touchpoints, from staff badges to scenic area signage, creating a cohesive brand experience.

International art initiatives are introducing Dunhuang's stories to global audiences. The Painting Dunhuang project invited Russian artists to recreate murals using oil painting techniques.

Meanwhile, Music Dunhuang has reconstructed ancient instruments from the murals and created symphonic works blending Eastern and Western musical traditions.

The exhibition hall offers immersive experiences through both displays and interactive elements. Visitors can appreciate artifacts, handle replica instruments, and explore digital reconstructions of murals. The venue attracts approximately 120,000 visitors annually.

These cultural projects have been successfully integrated into tourism operations through live performances and themed events, significantly boosting secondary consumer spending.

The group operates cultural creative stores that highlight numerous local cultural products. Its hospitality spaces have also been redesigned to incorporate Dunhuang elements throughout their decor.

Digital platforms including the "Moji" WeChat mini-program and live streaming channels help maintain visitor engagement during traditional off-peak seasons.

The group plans to continue promoting Dunhuang aesthetics while building a cultural-product-driven ecosystem in collaboration with local enterprises.