A smart lens on the past

Petra now uses digital twin technology, 3D scanning and data analytics to monitor risks and anticipate challenges. During the "Petra by Night" experience, light projections on the Treasury bring the Nabataean civilization back to life without physically altering the ancient facade. The rock remains the star, he adds. The technology is simply the stagehand.

But even the most sophisticated technology cannot save a project that lacks emotional authenticity, according to Zhao Chongyi, executive director of Puy du Fou Asia.

Puy du Fou, the legendary French historical spectacle company, entered China several years ago.

"Many Chinese travelers have extraordinarily rich experience in appreciating cultural events," Zhao says.

"They have seen world-class performances and exhibitions around the globe. They can tell whether something is truly excellent, sincere, deep and worth their time."

Simply importing an international concept or relying on visual spectacle is no guarantee of success in China, she adds. What does work is authenticity.

"The core of cultural narrative is not grandeur, but sincerity," she says. "The best use of technology isn't to draw attention to itself. It helps people enter the story naturally, believe it, and feel the emotion."