BEIJING - Standing in front of a huge interactive screen, 10-year-old Chen Tengxu was eagerly waiting to see where mythical animals from Chinese fairy tales might pop up.

When nine fantastic beasts ran to Chen and his classmates one by one from the snow mountain, the desert and deep sea, their excited whispers turned into exhilarated cheers. The 10 primary school students rushed to "catch" the beasts by touching the screen, igniting the animal icons whenever they succeeded.

This immersive experience is provided by Beijing Kingsmo Co Ltd. at the thematic exhibition on culture and tourism services at the 2024 China International Fair for Trade in Services (CIFTIS), which runs from Sept 12 to 16.

Themed "Global Services, Shared Prosperity," this year's CIFTIS has attracted 85 countries and international organizations and over 450 Fortune Global 500 and leading enterprises.

The interactive game featuring guardian beasts on the ridge of the Forbidden City's iconic Hall of Supreme Harmony is supported by various digital technologies, including naked-eye 3D display and artificial intelligence generated content (AIGC).

Once the children had finished their exploration, a digital scroll was unfurled on the screen, bearing the nine mythical beasts and relevant descriptions. The background color of the scroll was coordinated with the colors of the clothes Chen and his classmates were wearing.

"I had lots of fun just now, and I will cherish the group photo we took in front of the scroll, as it represents a memory tailored by the AIGC for us," said Chen, adding that he learned a lot about traditional Chinese architecture and legends, and was now more interested in them.

"Digital technology can help traditional culture adapt to the favor of the young people and reach a wider audience in a faster speed," said Ali Yang, founder and CEO of the company, adding that the wider application of digital technology mirrors consumption upgrading in the cultural and tourism industry.

Propelled by digital technology, emerging businesses such as virtual travel, digital culture exhibitions and online performances are developing rapidly, nurturing new growth points for the cultural and tourism industry, said Dong Weiwei, a researcher at the Tianjin Academy of Social Sciences.

Besides imparting new knowledge, smart tech can also make sports events more attractive. At the booth of Beijing Videa Information Technology Co Ltd, visitors flocked to play sport games via an augmented reality interactive sports game screen.

The company also showcased a smart fitness trail, which can tell users how far they have walked and how many calories they have burnt in a park, as well as how they rank among other visitors.

"While encouraging visitors to take more physical exercise, both of the products we've brought to the CIFTIS can provide big data analysis for the operators of parks, helping them design more targeted activities," said Wei Bixue, new-media operations manager at the company.

Digital technology also makes traveling cosier. Shanghai Hi-Dolphin Robot Technology Co Ltd brought a robotic coffee kiosk to the fair, which can sell freshly made coffee, milk tea and chocolate drinks, with different sugar content and temperatures. The kiosk can be set up at scenic spots, business streets and hotels, operating 24 hours a day.

As the market grows, relevant business entities are mushrooming. In the eight months of 2024, about 18,300 enterprises related to digital culture and tourism have been newly registered, according to Qichacha, a platform offering information on companies in China.

The country has been laying emphasis on making enterprises in the tourism sector more digitally savvy. In May, China's Ministry of Culture and Tourism issued an action plan, encouraging cultural venues, leisure blocks and theme parks to use digital technology to cultivate new consumption scenarios.

"The digitalization of cultural tourism has become a new trend," said Ma Yiliang, chief statistician of the China Tourism Academy, adding that, as inbound travel becomes more popular, smart tech can provide the growing number of foreign tourists with greater convenience and more immersive journeys in China.