Marc Zuckerberg stated toward the end of 2021 that Facebook will become Meta, and the notion of metaverse spread like wildfire in China. This notion found a strong resonance at Zhangjiajie, the famous picturesque area in Hunan famed for the landscapes in the 3D film Avatar. The Zhangjiajie Metaverse Research Center was established, attracting attention to this world-renowned place and putting it at the forefront of tourist innovation.