“Daytime sightseeing, nighttime departure” remains a common shortcoming for many tourist attractions. As the tourism industry evolves, the traditional “check-in-and-leave” model no longer meets visitor expectations. How can we extend tourist stays and enhance engagement and interest in attractions? The nighttime economy is emerging as a solution to this challenge.

Historically, China''''s night economy traces its origins to the Han Dynasty. By the mid-to-late Tang Dynasty, night markets were bustling with officials, scholars, and merchants, as described in poetry: “A thousand lanterns illuminate the night sky, while red-sleeved guests crowd the high towers.” During the Song Dynasty, night markets evolved beyond fixed commercial districts to include mobile stalls. They expanded from food and traditional entertainment to encompass cultural performances and leisure tourism. It is evident that the night tourism economy is a product of the integration between commodity economy and traditional customs and culture, characterized by entertainment and leisure. From a modern perspective, when the time-honored night market economy is placed within a tourism context, its traditional customs and culture satisfy people''''s desire for a different lifestyle, while its commodity economy carries vast potential for consumer imagination.

This article analyzes the case of Utrecht Botanic Garden—a long-term partner of “Tianyu Culture”—to elucidate how “Tianyu” leverages the garden''''s setting to create a night tourism space brimming with viral moments.

I. Setting and Light—The Unique Backdrop of Night

Humans inevitably sleep, making the prime viewing window for nighttime attractions typically from dusk until just before midnight. Peak visitor traffic occurs between 7:00 PM and 9:00 PM. Tianyu Culture strategically targets this golden nighttime period. Using Utrecht Botanic Garden as its exhibition backdrop, the lighting installations are meticulously designed to harmonize with the botanical setting. For instance, animal-themed light displays are featured, including immersive deep-sea creature scenes. Traditionally, botanical gardens close at nightfall. Yet Tianyu Culture has infused flexibility into the nocturnal garden, seamlessly integrating light installations within its natural setting. It''''s easy to imagine the botanical garden''''s inherent mystique under the night sky. With the light installations in place, human silhouettes cast shadows around the grounds, while animal figures appear and disappear among the trees and rocks—a scene both real and surreal. The stillness of night, the illusion of lights, the concealment of plants—who says night must be quiet? Step out to explore the mystery—snap! This perfectly hits the sweet spot of visitor desire.

Set Design: Holistic Integration, Crafting Cultural Context

In the ordinary daytime botanical garden, visitors remain immersed in the real world of everyday bustle. “Tianyu” collaborated with Utrecht Botanic Garden to sketch an extraordinary alternate realm, divided into distinct zones with thematic displays. Tailoring to Utrecht Botanic Garden''''s location and character, the “Tianyu” team centered their light installations around Asian fauna. Each zone recreates distinct animal habitats—from tropical rainforests to deep-sea creatures. Strolling through feels like journeying through a bizarre yet fascinating otherworld. Even familiar animals take on an air of mystery under the atmospheric lighting. The integration of natural landscapes with animals ensures that every decorative element and light display achieves a cohesive, holistic unity. Notably, Tianyu also incorporated folk performances within the botanical grounds. This tripartite approach creates not merely an amusement space but a cultural context, immersing visitors in an atmosphere entirely distinct from the garden''''s everyday experience.

Light: Striking the Strings of Night

By day, visitors explore the garden under bright sunlight amidst bustling crowds. But at night, as daylight fades, the fences and ditches that defined the daytime landscape seem to vanish. Animal light installations come to life, appearing to approach visitors gently, drawing people closer to both plants and creatures. Walking along paths, lights are placed among the trees, enhanced by artistic forms like paper cutouts to create aesthetic beauty. Additionally, some areas appear faintly visible, complemented by the unpredictable hiding spots of animals, creating an air of mystery. The use of light, combined with the natural darkness, allows imagination to become a unique element of each person''''s experience within the interplay of light and shadow.

A compelling backdrop ferments compelling narratives, temporarily transporting visitors to another world. “Tianyu” leverages Utrecht Botanic Garden as its setting, making animal light installations the focal attraction. As the nighttime magician, light—whether bright or dim—harmonizes with the natural environment, sparking imagination and profoundly enhancing the experience. Through visual elements and soundscapes hidden within the natural setting, combined with lighting installations, the experience heightens participants'''' senses, amplifies their imagination, and creates a wondrous immersive journey.

II. The Play of Emotions—Nighttime Product Experience Combinations

A well-designed nighttime tourism product must approach visitor experience and interaction with the mindset of a theme park, delivering layered engagement. Tianyu exemplifies this approach. By pairing areas that evoke intense emotions (such as tension, excitement, and thrill) with those that induce calmer states (like relaxation and tranquility), and varying the depth of engagement, the experience creates a balanced emotional rhythm. This combination ensures visitors experience both peaks of excitement and moments of soothing respite.

Key Experience Points of “Tianyu” Utrecht Botanic Garden Light Show: Balancing Relaxation and Intensity

1. Relaxation-Focused Experiences

Stroll through diverse zones under sunset or starlit skies, observing colorful flora and fauna while immersing in a soothing light and shadow ambiance. Traditional Chinese folk performances and handicraft exhibitions are signature features of the “Tianyu” light show. Under the night sky, lights, flora and fauna, folk performances, and uniquely crafted handicrafts—all unified by a cohesive theme—create an immersive experience. Beer and soft drinks are available, allowing visitors to unwind with a drink and casual conversation after an exhilarating journey.

2. Thrilling Interactive Experiences

Leveraging the botanical garden setting and nighttime ambiance of Utrecht Botanic Garden, “Tianyu” creates a deeply immersive sense of adventure through its lantern designs (featuring animals that complement the botanical theme) and zone planning (tailored for all ages). Interactive elements like DIY activities suitable for families or children further enhance the experience.

Leveraging the darkness and quiet of night, the experience uses technology and cultural elements to balance visitors'''' calm relaxation with heightened excitement, creating lasting memories.

III. Relaxation and Leisure: The Core Nighttime Appeal

Visiting a garden is a lifestyle experience that transcends daytime haste, extending into nighttime immersion. Human physiology and circadian rhythms dictate that after a day of exploration, nighttime centers on relaxation and leisure. “Tianyu” deeply understands this principle, meticulously designing Utrecht Botanic Garden''''s pathways and amenities to fulfill this need.

The signature “light installations” feature animal-themed designs that harmonize with the botanical garden''''s flora. These installations are strategically placed among the trees, along waterways, and behind rocks, fully leveraging the garden''''s natural topography for display. All key attractions within the botanical garden are accessible on foot. Accompanying folk performances invite visitors to linger and watch, with each show lasting under an hour. This alternating rhythm of engagement and relaxation requires minimal physical exertion, prioritizing leisure and entertainment.

How to encourage visitors to slow down, linger, and return remains a question demanding deep consideration. Beyond showcasing Chinese lanterns and traditional cultural elements, “Tianyu” seamlessly integrates local cultural motifs throughout its design. This approach sparks novelty while also resonating through the innovative reinterpretation of familiar elements. In summary, elevating the quality of nighttime offerings requires leveraging the unique characteristics of nighttime lighting and tranquility. Designing experiential combinations that capture the psychology of evening leisure and entertainment, creating memorable moments, and emphasizing thematic coherence are crucial. It is foreseeable that “night,” this evocative word brimming with stories, holds even greater potential in the future. “Tianyu” will continue to strive to create a uniquely delightful nighttime destination.