Dunhuang’s centuries-old artistic heritage is finding new ways to reach international audiences. Zhang Jing, Director of the Dunhuang Art Application and Extension Research Center, explains how research, education, performance and technology are helping bring this cultural legacy around the world.
Can you tell us about the Dunhuang Art Application and Extension Research Center? What is your main mission?
Founded in December 2023, the Dunhuang Art Application and Extension Research Center operates as an internal branch of Gansu Performing Arts Group Cultural Tourism Industry Development Co., Ltd. Rooted in the unique cultural resources of Dunhuang and supported by experienced Dunhuang art researchers and teaching staff from Gansu Performing Arts Group, the Center conducts applied research on ancient Dunhuang music, dance and related fields.
Its mission is to preserve, pass on and promote Dunhuang culture by training professional art talent, organising specialised study tours for primary and secondary school students, providing practical teaching for university students, and hosting cultural exchange and art exhibition events.
Since its inception, the Center has established partnerships with over 700 universities nationwide and developed 19 experiential study tour courses covering music, dance, fine arts and humanities, supported by a network of 140 experts. Its Ancient Sound of Dunhuang study tour base has received municipal-level certification and accreditation from the World Research Travel Organization (WRTO).
The Center also conducts research focused on the protection, preservation and development of Dunhuang culture, including the preservation and contemporary interpretation of Dunhuang art heritage, study-tour practices and the protection of intangible cultural heritage.
“Traveller preferences are shifting from passive sightseeing to immersive cultural engagement.”
As ITB Asia’s Official Cultural Heritage Partner this year, what is your strategy for the show?
Our participation at ITB Asia 2026 marks a strategic leap for our IP—transitioning from “product export” to “ecosystem export.” Last year, Gansu Performing Arts Group showcased “Ancient Sound of Dunhuang · Songs of a Golden Age” at ITB Asia and its concurrent International Study Tour Forum. Through live music and dance performances, alongside cultural resource matchmaking, we successfully made our debut on Asia-Pacific’s premier travel trade platform.
This year, we have brought the highlights from “Ancient Sound of Dunhuang · Songs of a Golden Age” directly to the exhibition’s core area. By reviving scenes from Dunhuang murals through live music and dance, we condense the immersive, cave-like experience of the Ancient Sound of Dunhuang—where culture is “visible, audible, and interactive”—into an international exhibition setting, allowing global tourism professionals to directly experience the compelling appeal of Dunhuang culture.
We are targeting key inbound source markets across Southeast Asia, South Asia, and the Middle East to connect with leading local travel agencies and study-tour institutions. ITB Asia brings together top global institutions in cultural-tourism, tech, experience design, and study-tour education. Through exchange and collaboration, we can integrate cutting-edge international concepts into our Research Center’s product road map, boosting our competitiveness on global markets.
Do you have any predictions for the future of cultural tourism?
Traveller preferences are shifting from passive sightseeing to immersive cultural engagement. Living, interactive cultural experiences are evolving from a “nice-to-have” into a standard destination requirement. This alignment plays directly into the core strengths of products like Ancient Sound of Dunhuang, which we will continue to build upon.
AI and immersive technologies are becoming deeply integrated into itinerary planning, live experiences, and overseas promotion. Lightweight digital content serves as a crucial vector for cultural IPs expanding abroad, effectively bypassing spatial and cost constraints.
Basement 2 / Stand E147
Goals for ITB Asia 2026
Zhang Jing clearly outlined Dunhuang Art Application and Extension Research Center’s main objectives for the show this year:
- Deepening presence in key Asia-Pacific inbound tourism markets
- Accelerating the overseas commercial expansion of the “Ancient Sound of Dunhuang” IP
- Expanding the international study-tour market
