游客在健民叶开泰中医药文化园选购中药茶饮。刘康摄
9月24日，记者来到位于武汉市汉阳区的健民叶开泰中医药文化园，这座占地近5万平方米的中医药文化的园区，正以“非遗+文旅”的创新模式，让老字号焕发新活力。
On September24,reporters visited the Jianmin Yekaitai Traditional Chinese Medicine(TCM)Cultural Park in Hanyang District,Wuhan.Covering nearly50,000square meters,this park is reviving a time-honored brand through an innovative model of“Intangible Cultural Heritage(ICH)+Tourism.”
“中国四大药号”之一的叶开泰，自明崇祯十年（1637年）以来，传承从未中断。2018年，复刻传统“前店后厂”模式的文化园对外开放。
As one of the“Four Great Traditional Chinese Pharmacies,”Yekaitai has carried on an unbroken legacy since1637,during the Ming Dynasty.In2018,the cultural park opened to the public,reviving the traditional“storefront in the front,workshop in the back”model.
国医馆、中医药文化博物馆、非遗技艺传承基地与现代化智能制造车间的结合，让这里不仅得以全方位展示中医药历史成就与叶开泰百年传承的非遗技艺，更成为武汉首家3A级中医药文化旅游景区。
Combining a TCM clinic,a TCM cultural museum,an ICH heritage base,and modern smart manufacturing workshops,the park not only comprehensively showcases the achievements of TCM and the centuries-old craftsmanship of Yekaitai,but has also become Wuhan’s first3A-level TCM cultural tourism attraction.
健民叶开泰中医药文化园。（无人机照片）张畅摄
走进园区，既能在博物馆里闻中药、认药材，感受中医药的博大精深；也能品尝黑芝麻黄精拿铁、黑芝麻丸、纯梨膏等药食同源产品，让养生味道融入日常；还能跟着非遗代表性项目传承人学做中药香囊、练习八段锦、太极拳等功法，沉浸式体验传统养生的智慧。
Inside the park,visitors can smell and identify medicinal herbs in the museum,experiencing the profound wisdom of TCM.They can also taste health products rooted in the“medicine-food homology”tradition,such as black sesame polygonatum latte,black sesame pills,and pure pear syrup—bringing wellness into daily life.Moreover,they can join ICH inheritors to make herbal sachets,practiceBaduanjin(Eight-Section Brocade),or Tai Chi,gaining immersive experience of traditional wellness wisdom.
“我们以‘让中医药回归为生活方式’的宗旨，打造多维度体验项目，让游客在吃喝玩学中感受中医药魅力。”健民叶开泰国医投资（湖北）有限公司总经理陈蒙蒙介绍，园区每周定期开展的“小小中医师”研学活动，成为许多家长带孩子感受传统文化的热门选择。
“Our goal is to‘bring TCM back as a lifestyle,’”said Chen Mengmeng,General Manager of Jianmin Yekaitai TCM Investment(Hubei)Co.,Ltd.“We create multi-dimensional experiences that let visitors feel the charm of TCM while eating,drinking,playing,and learning.”The park’s weekly“Little TCM Doctor”educational program has become a popular choice for parents seeking to introduce their children to traditional culture.
叶开泰的融合之举并非个例。作为国家历史文化名城，武汉目前拥有19项国家级、92项省级、196项市级非遗代表性项目，非遗与文旅的双向赋能，让古老技艺有了新舞台，让现代旅游有了深底蕴。
Yekaitai’s integration of heritage and tourism is not unique.As a National Historic and Cultural City,Wuhan is home to19national-level,92provincial-level,and196municipal-level ICH items.The mutual empowerment of ICH and tourism provides new stages for ancient skills and deepens the cultural value of modern tourism.
汇聚老通城豆皮、蔡林记热干面等非遗美食的江岸区吉庆民俗街，让“过早”（武汉方言，吃早饭）习俗这一市级非遗代表性项目在升腾的热气里鲜活起来；
In Jiang’an District,Jiqing Folk Culture Street brings together ICH delicacies such as Laotongcheng Bean Sheets and Cailinji Hot Dry Noodles,vividly reviving the city-level ICH tradition of“Guozao”(eating breakfast)in steaming morning markets.
汉阳区晴川阁里，武汉大禹治水传说和武汉杖头木偶戏两项国家级非遗代表性项目为背景创作的实景木偶剧彰显地域特色；
At Qingchuan Pavilion in Hanyang District,a live puppet show based on two national-level ICH items—the Legend of Yu the Great Controlling the Floods and Wuhan Rod Puppet Theater—highlights the region’s unique cultural identity.
在黄陂区木兰文化生态旅游区，国家级非遗代表性项目木兰传说“圈粉”年轻人；
In Huangpi District’s Mulan Cultural Ecological Tourism Zone,the national-level ICH“Legend of Mulan”continues to win the hearts of young audiences.
以面塑、剪纸等为代表的手工体验项目遍布各大商圈、景区，让非遗可感、可触……
Handicraft experiences such as dough figurines and paper-cutting are widely available in shopping districts and scenic areas,making ICH tangible and interactive.
今年，武汉市文旅局推出10条“跟着非遗游武汉”主题旅游线路，整合全市非遗资源，从历史街区到旅游景区，再到非遗场馆，让游客沉浸式感受武汉的非遗魅力。
This year,the Wuhan Municipal Bureau of Culture and Tourism launched ten themed travel routes titled“Travel Wuhan with Intangible Cultural Heritage.”These routes integrate ICH resources across the city—from historic neighborhoods to scenic spots to ICH venues—allowing visitors to immerse themselves in the city’s cultural richness.
“非遗与文旅的融合，让更多热爱中医药的人群走进园区，感受中医药的博大精深。”谈及未来规划，陈蒙蒙表示，围绕中医中药主业，园区将开发更多轻养生产品，并结合国学元素推出多样化活动，让中医药更贴近现代生活。“
The integration of ICH and tourism has attracted more TCM enthusiasts to the park,where they can appreciate the depth of TCM,”said Chen Mengmeng.Looking ahead,she added,the park will develop more wellness products and design diverse activities incorporating traditional Chinese culture,making TCM more accessible to modern lifestyles.
中南财经政法大学旅游研究院院长邓爱民认为，“非遗+文旅”的融合发展为非遗提供了更加具象化的实践空间，旅游景区、旅游线路和旅游活动则为非遗实践提供了重要的平台、机会和场景。武汉已形成景区展演、工坊体验、研学教育的立体场景，未来可加强数字化与科技应用，丰富文旅产品的新形态。（完）
Deng Aimin,Dean of the Tourism Research Institute at Zhongnan University of Economics and Law,believes that the integration of“ICH+Tourism”provides more concrete spaces for the practice of ICH.Tourism attractions,routes,and activities offer important platforms,opportunities,and scenarios for its continuation.Wuhan has already developed a multi-layered model of scenic performances,workshop experiences,and educational programs.In the future,more digitalization and technological applications can enrich the new forms of cultural tourism products.(End)
游客在健民叶开泰中医药文化园体验八段锦。刘康摄
