“People don’t just buy products – they buy the emotions that those products make them feel.”
This idea has been famously illustrated by Li Ziqi’s global success. Li Ziqi is a Chinese video blogger, entrepreneur, and internet celebrity from rural Pingwu County, Sichuan. She is famous for creating videos showcasing traditional Chinese food and handicraft preparation using basic ingredients and tools.
Her content doesn’t sell goods or experiences; it sells a dream, a feeling of peace, belonging, cultural beauty, and nostalgia.
People around the world follow her not because they want a specific item, but because the imagery and emotional narrative resonate deeply with something inside them.
WHY THIS MATTERS FOR TOURISM
This matters because tourism is emotion-driven. People don’t travel just simply to see a waterfall or stand on a hilltop – they travel to feel something:
– Wonder standing atop a scenic vista;
– Serenity walking through quiet ancient streets; Connection with culture, community, and history;
– Inspiration from landscapes and stories they have only seen in pictures or video.
When tourism marketing focuses narrowly on features – “visit Shere Hills,” “see Riyom Rocks” – it only appeals to the “rational mind.” But when it captures emotions – “feel the cool breeze that whispers Plateau stories into your soul” – it speaks directly to motivation, desire, and imagination.
Li Ziqi’s storytelling strategy is so powerful for tourism because it teaches this simple truth: tourism is not just about destinations, it is about the feelings those places evoke.
In the context of Plateau State:
A video of Kura Falls should do more than show water – it should capture the laughter of visitors, the peace of mist on your face, the childhood memory it evokes.
A story about Remeze or Nzem Berom Festival should make you feel the heartbeat, the colors, the unity, the ancestral echo – not just the schedule of events.
A tourism brand such as “Plateau, The Home of Peace and Tourism” or “Visit Plateau State to Experience Another Wonder of the World” is effective only when it evokes peace, adventure, and cultural warmth in your mind long before you set foot there.
When we market tourism by emotion, we transform visitors from passive observers into believers and ambassadors of a place. They don’t just visit; they remember, share, return, and bring others.
So yes – in tourism, we do more than sell locations.
We sell the emotions that make those locations unforgettable.
Well, that’s is what Suzhou–China did to me; it sold an unforgettable experience to me.
People have reached out to me asking what I went to China for. Well, I was at Suzhou University of Science and Technology for a training course organized by MOFCOM and CIDCA.
The training course on Digital Empowerment for High-Quality Development of the Cultural-Tourism Industry among many things, covered several key areas, each led by experienced instructors:
- Cultural Heritage Preservation and Smart Tourism – taught by Prof. Li Wei, focusing on balancing historic preservation with modern urban and digital development.
- Innovation and Creative Economy Development – taught by Dr. Zhang Min, exploring how technology, policy, and entrepreneurship clusters drive sustainable growth.
- Digital Museums and Cultural Products – led by Dr. Wang Rui, detailing VR, AR, and immersive storytelling for museums and cultural sites.
- Tourism Big Data and Visitor Management – taught by Prof. Chen Hao, demonstrating how real-time data can improve tourism planning, safety, and visitor experience.
- Branding, Marketing, and Storytelling – led by Dr. Liu Fang, explaining how digital storytelling and social media can promote culture and tourism globally.
- The Application of Digital Technology in Cultural Tourism Sites: Case Studies from Suzhou By Dr. Li Hongbao , which focused on practical applications of digital technology in cultural tourism sites, showing how smart systems, data, and tech-enabled visitor experiences can transform traditional attractions into modern, engaging destinations
These courses collectively showed me how a city like Suzhou leverages technology, heritage, and creativity to drive economic growth, attract tourists, and empower local communities.
I want to share some of the lessons I learned and how they can be applied in Nigeria, especially in Plateau State, which I believe has unmatched tourism potential.
PRESERVING CULTURE WHILE EMBRACING MODERNITY
Suzhou is remarkable because it preserves its ancient canals, gardens, and historic neighborhoods while embracing modern infrastructure and digital technology. This harmony of old and new ensures that heritage sites remain relevant, engaging, and economically valuable.
In Plateau State, this approach could transform our cultural and tourism sectors. Museums like National Museum Jos and MOTNA, as well as heritage sites such as our villages; its architecture and way of life, can be preserved while integrating digital experiences for visitors. Cultural festivals like Remeze, Nzem Berom, Pyem Day among others could be enhanced through interactive technologies, livestreams, and online engagement to reach audiences worldwide. Importantly, governance structures should be strengthened to coordinate tourism services, ensure safety, and manage visitors efficiently, drawing inspiration from Suzhou’s digital command platforms.
INNOVATION AS A DRIVER OF GROWTH
China’s innovation ecosystem works because technology, policy, and industry clusters are aligned. Innovation is purposeful, designed to address societal needs, create jobs, and sustain economic growth.
For Plateau State, this means investing in creative and tech hubs that link tourism, film, music, crafts, and fashion. Encouraging collaboration between public and private sectors can build entrepreneurial ecosystems that attract and empower young innovators, making the creative economy a cornerstone of state and national development.
DIGITAL CULTURAL HERITAGE AND MUSEUMS
In China, museums and cultural sites use VR, AR, and immersive experiences to bring history to life. Artifacts are not merely displayed; they are interactive, engaging, and globally accessible, creating deeper learning experiences.
In Plateau State, digitizing museum exhibits and offering virtual tours of cultural sites can enhance accessibility and visibility. Festivals and cultural performances can leverage immersive technologies to reach wider audiences. Interactive storytelling and digital content can attract tourists, researchers, and students, generating engagement and increasing revenue streams.
DEVELOPING AND MONETIZING DIGITAL CULTURAL PRODUCTS
Suzhou’s creative economy thrives on digital storytelling, design thinking, and monetization models, turning culture into profitable products.
For Plateau State, opportunities abound. Digital cultural products such as VR experiences, documentaries, and interactive storytelling of festivals and heritage can be developed. Platforms like WeJosRock and DelMedia among others can host film tourism, creative content, and cultural marketplaces to generate income. Local artists, filmmakers, and craftspeople can be empowered to produce content that showcases Plateau State globally, blending creativity with economic value.
SMART TOURISM AND VISITOR EXPERIENCE
Suzhou’s approach to tourism emphasizes smart ticketing, interactive guides, and digital storytelling, ensuring real-time data management for safety, convenience, and engagement.
Plateau State can adopt similar practices. Tourist sites such as Shere Hills, Rayfield Lake, and Kura Falls can implement smart ticketing systems and mobile apps. Digital storytelling that integrates local myths, history, and traditions can enhance the visitor experience. Moreover, data gathered from these systems can inform service improvements, event planning, and targeted tourism promotion.
BIG DATA FOR TOURISM MANAGEMENT
Tourism in Suzhou is optimized using big data platforms that monitor crowds, predict trends, and coordinate services efficiently.
A similar approach in Plateau State could revolutionize tourism management. A Plateau Tourism Big Data Platform could track visitor flows, improve safety, and assess economic impact. Predictive analytics could guide festival planning, peak-season management, and infrastructure deployment. Government frameworks should support these data-driven approaches to ensure efficient, sustainable tourism growth.
THE APPLICATION OF DIGITAL TECHNOLOGY IN CULTURAL TOURISM SITES: CASE STUDIES FROM SUZHOU
This shows how Suzhou uses digital technology to preserve cultural heritage, manage tourism efficiently, and create modern, immersive visitor experiences. Through tools like AR/VR, digital night tours, smart ticketing, drones, integrated management platforms, and AI-powered tourism services, Suzhou has transformed traditional cultural sites into vibrant, technology-enhanced destinations. These innovations improve visitor experience, protect heritage assets, support small tourism businesses, and boost economic returns.
The lessons from Suzhou show that digital technology does not replace culture – it amplifies it. Nigeria can significantly grow tourism by integrating digital tools into management, storytelling, heritage preservation, and marketing.
BRANDING PLATEAU STATE
Suzhou’s “Water-Rhyme Jiangnan” brand combines history, culture, nature, and modern life, demonstrating that branding goes beyond marketing; it shapes perception, builds loyalty, and drives investment.
Plateau State can establish its own brand, such as “Jos – Home of Rocks and Harmony Culture” or something else, emphasizing its peaceful, scenic, and culturally vibrant identity. Strategic campaigns should be organized to promote festivals, natural landscapes, and creative hubs using social media, video content, and PR channels. Integrating platforms like WeJosRock and other creators out there together with an official government set up tourism channels will ensure broad visibility and engagement.
DIGITAL MARKETING AND STORYTELLING
China’s use of social media, short-form videos, and interactive content highlights the power of digital storytelling. Cultural content creators, such as Li Ziqi, and games like Black Myth: Wukong, demonstrate how culture can drive tourism and economic impact globally.
In Plateau State, high-quality videos and digital stories of landscapes, festivals, crafts, and creative talent can reach domestic and international audiences via platforms like YouTube, TikTok, Instagram, and potential local apps. Combining digital entertainment, VR, and AR experiences with real-world destinations can attract tourists while creating immersive, shareable cultural experiences.
COLLABORATION AND KNOWLEDGE EXCHANGE
The Global Development Initiative emphasized South–South cooperation, capacity building, and partnerships for development.
Nigeria and Plateau State can collaborate with Chinese institutions for training, research, and digital innovation pilots. Adopting best practices can help develop smart tourism platforms, digital museums, and innovation ecosystems. Strengthening institutions, entrepreneurs, and creative industries will promote inclusive and sustainable growth in tourism and culture.
WHY PLATEAU STATE CAN LEAD
Plateau State is naturally blessed, with mountains, waterfalls, scenic landscapes, and a vibrant cultural scene. With strategic branding, digital innovation, and public–private partnerships, it can become a leading tourism and creative hub. Adventure tourism (hiking, rock climbing, zip-lining), eco-tourism (waterfalls, lakes, wildlife reserves), cultural tourism (museums, Nok heritage, festivals, film locations), and the creative economy (music, fashion, crafts, digital storytelling) all have immense potential. Investment opportunities include resorts, adventure parks, cultural villages, and agro-tourism experiences.
By digitally empowering the cultural and tourism sectors, Plateau State can attract tourists, create jobs, and position itself as a globally competitive destination.
FINAL THOUGHTS
My visit to Suzhou reaffirmed a powerful lesson: digital empowerment, storytelling, and innovation are anchors of modern economic growth and cultural preservation. The experience showed clearly that when a society invests in creativity and technology, it gains the ability to shape its own narrative–authentically and convincingly.
For Nigeria and Plateau State, the takeaway is direct and inspiring: we can tell our story well, and through that story, define our future. With technology, creative industries, and responsive governance, our heritage can become opportunity, our culture can become investment, and our landscapes can become global experiences.
During my time in China, I visited three cities across different regions:
i) Shanghai – China’s largest city and a global financial powerhouse. Its iconic Bund waterfront, lined with colonial-era architecture, reflects a striking blend of history and modernity.
ii) Hangzhou – the capital of Zhejiang Province, renowned for West Lake, Longjing tea culture, the ancient Grand Canal, Lingyin Temple, and its role as a major innovation and tech hub. Marco Polo once described it as “the finest city in the world.” Today, it is also a designated UNESCO Creative City.
ii) Suzhou – which I stayed most is a historic city famous for its canals, classical gardens, silk heritage, and ancient water towns. Suzhou’s delicate combination of refined garden design, waterways, and artisan culture highlights how heritage and everyday life can form a compelling tourist and cultural economy.
While exploring these regions, several sites and innovations left a lasting impression – from China’s extensive road network, impressive hotels, automation and robotics, to clean energy solutions and elegant vehicle design. The following locations in and around Suzhou were particularly unforgettable:
- The Humble Administrator’s Garden
- Tiger Hill Scenic Area
- Suzhou Museum West Branch
- Shajiabang Scenic Area
- Suzhou Tongli Ancient Town
- Wangshi Garden
- Tongcheng Travel
- Suzhou Imperial Brick Museum
Other notable highlights included:
Stories from The Forbidden City – the grand imperial palace where Ming and Qing Dynasty emperors once lived, representing the highest expression of official Chinese architecture.
What I saw, and was thrilled about at the Songcheng Performance Park, Hangzhou – a vibrant cultural and entertainment park showcasing China’s history through immersive storytelling and large-scale performances.
Travelling through these three remarkable Chinese cities showed me how culture, creativity, and technology can transform a nation. Each garden, museum, ancient town, sound and innovation hub offered a lesson in what is achievable when heritage is valued and modernization is pursued with intention.
As I returned home, I carry with me a renewed conviction that Nigeria and Plateau State possess the same potential. With the right focus, we too can turn our history, beauty, and talent into engines of growth and global attraction.
For my friends in the tourism industry, let’s continue this conversation!