Chongqing - During the recent May Day holiday, museums across Chongqing welcomed a large number of visitors, with some even implementing crowd-control measures.
Outside the Chongqing China Three Gorges Museum, tourists are queuing in an orderly fashion to enter the museum. (Photo provided by the interviewee)
According to the Chongqing Municipal Commission of Culture and Tourism Development, the city’s museums and memorials organized 97 special exhibitions and 128 educational activities during the holiday, hosting approximately 1.458 million visitors—a 15.4% increase compared to the previous year.
While numbers are impressive, the more important question is: what stories do visitors take home? When museums are no longer just tourist stops but part of everyday cultural life, what are these institutions doing right?
Careful Management Ensures a Comfortable Visit
During the holiday, the Chongqing China Three Gorges Museum received nearly 149,000 visitors, with over 30,000 on its busiest day. To manage the large crowds, the museum not only ensured safety but also focused on visitor experience. Staff optimized exhibition routes, provided clear signage, monitored visitor numbers in real time, and implemented crowd-control measures when needed. Volunteers were also on hand to guide visitors through different sections, ensuring a comfortable and orderly visit.
Inside the Chongqing China Three Gorges Museum, professional guides are explaining the exhibition halls to visitors. (Photo provided by the interviewee)
The Baiheliang Underwater Museum adopted similar measures, receiving an average of about 4,500 visitors per day. By managing visitor flow reasonably, museums are ensuring every guest can visit comfortably. Many institutions are shifting from a "full reservation" model to a "flexible reservation + dynamic crowd control" system to balance accessibility with an in-depth experience.
Engaging Content and Interactive Activities
High visitor numbers alone are not enough; exhibitions and activities must be engaging. Museums in Chongqing are using diverse programs and creative displays to make cultural relics more understandable and interesting.
The Three Gorges Museum’s creative products, such as fridge magnets and themed mystery boxes, are popular with young visitors. Educational programs, including the “I Talk About Chinese Cultural Relics” competition, encourage children to share the stories behind historical objects, turning them into young cultural ambassadors. May Day-themed exhibitions and hands-on printmaking activities also attracted many participants, transforming the museum experience from passive learning to active engagement.
Chongqing Natural History Museum provides exploration-based exhibitions, science classes, 3D film screenings, and parent-child workshops, allowing families to learn scientific knowledge while enjoying their visit.
Museums Step Outside Their Walls
A good museum should not only attract tourists but also leave a lasting impression. The Dazu Rock Carvings Museum set up an open display area in a highway service area, screening historical footage of the carvings, arranging intangible cultural heritage performances, and offering cultural creative products and local specialty goods. During the holiday, the service area attracted 160,000 visitors and generated about 700,000 yuan in commercial revenue, becoming a new venue for cultural display.
The Three Gorges Cultural Relics and Scientific Protection Base, in conjunction with Chongqing Jiaotong University, conducted cultural practice activities. (Photo provided by the interviewee)
The Three Gorges Cultural Relics Protection Base and the Natural History Museum also extended their activities to communities and universities, hosting hands-on experiences and science popularization exhibitions to bring cultural resources to more residents. The Yongchuan Museum brought ICH photo exhibitions to townships, allowing rural residents to appreciate cultural heritage right at their doorstep.
Only when visiting a museum becomes as routine as going to a library, theater, or park can the institution be said to have truly upgraded.
The hype may fade, but cultural influence is on the rise. From flexible reservations and immersive exhibitions to community engagement, Chongqing's museums are adopting a more open approach, offering richer content and more thoughtful services, making "celebrating the holiday in a museum" a high-quality cultural experience for citizens and tourists alike.