发现乌镇Discovering the Charm of Wuzhen

晏如

乌镇，一个位于浙江省桐乡市的江南水乡小镇，近年来成为旅游热门景点。论开发时间，乌镇晚于同类型的西塘、周庄等古镇，那么究竟是什么让它一跃成为人们心仪的旅游打卡地呢？答案应该在于其创新的发展模式，这种模式能够给游客带来沉浸式的体验感。

Wuzhen， a water town situated in Tongxiang City， ZhejiangProvince， has emerged as a popular tourist destination in recentyears， despite being a late mover in the tourist industry comparedto other similar ancient towns like Xitang and Zhouzhuang. Whatexactly has contributed to its popularity？ The answer lies in itsinnovative development model that offers tourists an immersiveexperience.

乌镇分为东、南、西、北栅（zhà），“栅”是乌镇方言，意为“大街”。乌镇的景区建造是从东栅景区开始的，由乌镇本地人陈向宏担任总设计师。他遵循“以旧修旧、修旧如故”的原则，对东栅景区的自然环境和历史遗迹等文化环境进行整体规划，尽可能保留古镇原来的风貌。修缮后的东栅景区一经开放，就受到广大游客的喜爱，成为“一日观光型”古镇的模范样本。

Wuzhen is divided into four sections： East Zha， South Zha，West Zha， and North Zha （with “zha” meaning “avenue” in localWuzhen dialect）. Chen Xianghong， a native resident， served asthe chief designer for the towns rennovation and development，beginning with the transformation of East Zha. Mr. Chen deviseda comprehensive blueprint for the restoration and enhancementof both natural and cultural environments， including historicalsites， abiding by the principles of “using used materials inrenovations and preserving the original charm of the ancienttown.” The revitalized East Zha rapidly gained popularity uponopening to the public， establishing itself as a model ancient townideal for a one-day trip.

在改造西栅景区时，陈向宏另辟新径，希望不仅能把游客吸引过来，还能将游客“留下来”。于是，西栅景区的改造遵循“观光＋体验”的思路，打造出集传统作坊、民宿酒店、商务会馆、休闲娱乐为一体的复合型景区，实现了“多元业态经营”。在改造的过程中，政府让居民先整体搬迁，待建筑和街道修缮整治完毕后，再返迁回来。部分居民应聘成为景区员工，在这里生活，也在这里工作。

Chen adopted an innovative approach to the developmentof West Zha， aiming for tourists to not only visit but also staylonger. Embracing the concept of “sightseeing + experience，”he and his team transformed West Zha into a tourist complexfeaturing a variety of business models. Here， visitors can immersethemselves in traditional workshops， stay in upscale hotels orguesthouses， work in business conference facilities， and engage inleisure entertainment activities. Local residents were temporarilyrelocated during the development and resettled in West Zha once the renovation of the streets and buildings wascompleted. Some have been employed to work withinthe tourist area， both living and working there now.

西栅景区虽然没有类似东栅景区的茅盾、木心等名人的故居，却有木心美术馆、乌镇大剧院等艺术场馆。在水乡柔情中，这两座具有现代风格的建筑融入了古典的诗意氛围里。戏剧、美术等艺术成为西栅景区的文化内核，在这里，一切不仅可观，还可玩、可触、可互动。在举办乌镇戏剧节时，来自世界各地的知名演员们甚至还会走出剧院，在乌镇蜿蜒的小巷里与游客们亲密互动。

While East Zha boasts residences of famousliterary figures such as Mao Dun and Mu Xin， WestZha is home to art venues such as the Muxin ArtMuseum and the Wuzhen Grand Theater — twomodern-style buildings that seamlessly blend intothe classical， poetic ambiance of the water town.Drama and arts form the cultural core of West Zha.Here， visitors are encouraged to observe， explore， andengage with the cultural items on offer. During theWuzhen Theater Festival， renowned performers fromaround the world will even step out of the theater andinto the winding alleys to interact with tourists.

古镇由景区实施整体改造、统一管理，因此，贴心的服务体现在每一个细枝末节处。在这里，所有商铺都由景区进行招商和运营，每隔几步就有一个直饮水机，每一个公共卫生间都配有“第三卫生间”和母婴室，整个景区实现了Wi-Fi全覆盖。在提供现代化便利的同时，专家们也极力还原水乡真实的生态面貌。在乌镇，除了“修旧如故”的房屋，还有这样一群人，他们或是卖菜的小商贩，或是坐在自家门口与人“侃大山”的叔叔伯伯，又或是经营饭店的小老板……这样的古镇充满了浓郁的生活气息，方便游人体验老时光的生活。

Renovation and management of the Wuzhentourist site are devised comprehensively andconsistently， all aimed at providing visitors with themost comfortable experience possible. Every aspectof the ancient town reflects its thoughtful design： allshops are carefully selected and operated under theauthority of the tourist site management， drinkingfountains are placed at reasonable intervals， andbaby care rooms and family restrooms are availablewithin each public restroom. Furthermore， Wi-Ficoverage spans the entire scenic area. In additionto its modern conveniences， the town shines with anostalgic， traditional charm. Thanks to the diligentefforts of the renovation designers， Wuzhen not onlypreserves its ancient-style buildings but also maintainsthe authentic lifestyle of its residents. Visitors willencounter vegetable vendors along the streets， friendlylocals engaging in conversations with passersby fromtheir doorsteps， and welcoming diner owners. Overall，the revitalized town provides tourists with a wonderfulopportunity to immerse themselves in the vibrantambiance of old-time life.

张伯伯是乌镇的居民，从前一直以捕鱼为生，乌镇景区开放后，熟悉水性的他应聘当上了摇船工，日复一日在河道中迎送一批批游客。每次划船路过岸边老胡的字画摊，张伯伯总要挥手打招呼。老胡和张伯伯是多年的老友，他写得一手好书法，如今就在自家老宅门口支了一张桌子，为游客在空白扇面上题字、画画。老胡字画摊的后面开着一家民宿，店员小丽和英俊是刚来乌镇不久的“浙漂”，他们被分配到这里经营民宿。

After the opening of the scenic area， UncleZhang， a former fisherman， was employed as aboatman， ferrying tourists along the river everyday. Each time he rows past Uncle Hus calligraphyand painting stall on the riverbank， he would waveand greet his long-time friend. Uncle Hu， famousfor his calligraphy， set up a table in front of his oldhouse， where he writes and paints on folding fans fortourists. Behind Uncle Hus stall stands a guesthouseoperated by Xiaoli and Yingjun， both newcomersto Wuzhen who were tasked with managing theaccommodations.

还原乌镇的老建筑，让游客在与乌镇人的互动中感受真实的生活百态；以茅盾、木心等当地知名文学家和艺术家的生平为脉络，打造独属于当地的文化IP ；通过乌镇戏剧节等文艺活动，带领游客从剧院来到小巷，高雅艺术也能走进人们的日常。

By restoring the historic buildings of Wuzhenand fostering interpersonal connections， touristsare offered a complete immersion into local life. Theintroduction and promotion of esteemed local writersand artists like Mao Dun and Mu Xin establish adistinctive cultural identity of Wuzhen. Additionally，cultural events such as the Wuzhen Theater Festivalbring high art directly into peoples everyday lives.

乌镇创新了文旅模式，游客可以与街上的“商贩”互动，可以与戏剧中的演员互动，甚至可以换上汉服或旗袍，加入这场沉浸式的“角色扮演”。乌镇不再是一座普普通通的水乡古镇，而是变成了一座文化古镇，随处都有新奇体验。游客可以走一走茅盾笔下的“子夜路”，到“林家铺子”逛逛，感受木心《从前慢》中“卖豆浆的小店冒着热气”。

With its innovative mode of cultural tourism，Wuzhen enables the tourists to interact withvendors along the streets as well as art performers;visitors can also change into Hanfu or Qipao for arole-playing experience. Once a humble water town，Wuzhen has transformed itself into an ancient townwith a unique culture， providing visitors with fresh，entertaining experiences at every corner. Here，visitors can stroll down the “Ziye Road” and explorethe “Lin Family Shop，” both featured in Mao Dunsnovels. They can also feel firsthand the “steamy airfrom the soy-milk stand” that Mu Xin describedin his poem “Congqian Man” （“It Was Slow in thePast”）.

乌镇，为中国人打造出一个梦境中的江南水乡，在江浙沪快节奏的都市丛林中为人们保留了一片惬意的世外桃源。

Wuzhen， a picturesque and tranquil water townin southern China， will always be an ideal havenwhere people can escape the hustle and bustle of fastpacedurban life in the Yangtze River Delta.