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In 2021, the Dayong Town complex officially opened amidst high expectations of becoming a new highlight attracting tourists to Zhangjiajie. With a massive investment, investors hoped that it would contribute to diversifying tourism products, creating a unique destination that would attract not only domestic but also international tourists.
Located in the heart of Zhangjiajie, one of China's most popular tourist destinations, the Dayong Town complex is a jewel in the making, expected to become a new icon and completely transform the city's landscape.
Located on Jiefang Road, the tourist complex, with a total investment of over 2.2 billion yuan (300 million USD), includes an ancient town designed to evoke the atmosphere of ancient China for visitors.
Meticulously designed to recreate the ancient beauty of China, Dayong Town is like a vibrant ink painting in the heart of a modern city. The bright red tiled roofs, the majestic city walls, and the winding cobblestone streets all give visitors the feeling of being transported to a historical film. In particular, the elaborately decorated pavilions and temples, with their exquisite carvings and murals depicting historical stories, promise visitors a profound cultural experience.
In just three years, Dayong Town has transformed from a promising dream into a harsh reality. The complex, once envisioned as the jewel of Zhangjiajie, has become a symbol of waste and inefficient investment.
Three years after opening, Dayong Town became a prime example of waste and excess, with abandoned buildings designed to resemble ancient structures.
The massive architectural structures, meticulously designed to recreate ancient China, now lie desolate and deserted. According to Sixth Tone, the project has lost over 500 million yuan and sold fewer 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 costly lesson in tourism planning and investment.
Normally, this place looks like a "ghost town." The main square is empty, with only a few scattered vendors, the shops along the street are all closed, and the red lanterns hanging at the east gate are tattered and faded.
Instead of making money, the amusement park has suffered losses of over 500 million yuan (over 70 million USD) since opening.
Dayong's failure was so disastrous that even high-ranking Chinese officials took notice. The Dayong project, developed by the Zhangjiajie Tourism Group, was completed in 2021. The resort began trial operations on June 21, 2021, but a month later, Zhangjiajie was placed under lockdown for the next 18 months to control Covid-19, causing a drastic drop in tourist numbers.
However, according to experts, the blend of classical and modern architectural styles is not attractive enough to tourists despite its prime central location. Furthermore, the area faces intense competition from other tourist destinations such as the Wulingyuan Scenic Area – the filming location for Hollywood's Avatar.
While the area is devoid of tourists, businesses operating there have collectively refused to pay rent. Many shops don't even bother to open for business. Today, Danyong Town is considered by locals as a free public park. Instead of a tourist attraction, many people bring their children and pets there for walks every day.
