In 2021, the Dayong Town complex officially opened amid expectations that it would become a new highlight attracting tourists to Zhangjiajie. With a "huge" investment capital, investors expected that this place would contribute to diversifying tourism products, creating a new destination, attracting not only domestic tourists but also international tourists.
Located in the heart of Zhangjiajie, one of China's most famous tourist destinations, the Dayong Town complex is like a precious gem, expected to become a new symbol, completely changing the face of the city.
The tourist area, located on Jiefang Road, has a total investment of more than 2.2 billion yuan (300 million USD), and includes an ancient town area to remind visitors of ancient China.
Meticulously designed to recreate the ancient beauty of ancient China, Dayong Town is like a vivid ink painting in the heart of a modern city. The bright red tiled roof houses, majestic city walls, and winding cobblestone streets all give visitors the feeling of being lost in an ancient film. In particular, the pavilions and temples are elaborately decorated with exquisite carvings and murals telling historical stories, promising to bring visitors profound cultural experiences.
In just three years, Dayong Town has gone from a promising dream to a harsh reality. The complex, which was supposed to be the crown jewel of Zhangjiajie, has become a symbol of waste and ineffective investment.
Three years after opening, Dayong Town has become a symbol of waste and excess, with abandoned fake ancient buildings.
The massive structures, meticulously designed to recreate ancient China, now lie desolate and deserted. According to Sixth Tone, the project has lost more than 500 million yuan and sold less than 2,300 tickets in the first half of 2024, equivalent to less than 20 tickets per day. The failure of Dayong Town is not only an economic loss but also a valuable lesson in tourism planning and investment.
Normally, this place looks like a “ghost town”. The main square is empty, with only a few vendors around, the shops along the street are all closed and silent, the red lanterns hanging at the east gate are tattered and faded.
Instead of making money, the amusement park has suffered losses of more than 500 million yuan (more than 70 million USD) since opening.
The Dayong failure was so disastrous that it even caught the attention of senior Chinese officials. The Dayong project was developed by Zhangjiajie Tourism Group, and construction was completed in 2021. The resort began trial operations on June 21, 2021, and a month later, Zhangjiajie was locked down for the next 18 months to control Covid-19, causing a severe drop in tourist numbers.
However, according to experts, the architectural style, which blends ancient and modern, is not attractive enough for tourists despite its prime central location. In addition, this place also faces great competition from other tourist attractions such as the scenic area of Wulingyuan - the filming location of the Hollywood movie Avatar.
While there are no tourists, businesses operating in the area have also refused to pay rent. Many shops do not even bother to open for business. Today, Danyong Town is considered by locals as a public park with no entrance fee. Instead of a tourist spot, many people take their children and pets for a walk every day.
