日经亚洲报道华为联合陕西国资推出文旅大模型「博观」用于西安旅游内容生成与推广，披露增量经济数据仅约200万元商品销售额

GUANGZHOU -- Chinese company Huawei Technologies has developed a large language model trained on regional history, used for generating tourism content and attracting visitors.
BoGuan was created by Huawei in partnership with a state-owned company in Shaanxi province, using a team of around 100 people. The model was trained on data such as artifacts, historical sites and intangible cultural heritage in and around Xi'an, an ancient city in the northwestern province. This let the model gain a deep knowledge of history and generate text and images with historical accuracy.
A version with text generation was completed in 2025, then updated this year to a multimodal model that can create images.
One use of BoGuan involves merchandise featuring images of the Six Steeds of Zhao Mausoleum, stone reliefs of a Tang dynasty emperor's horses.
The horses have been a popular motif, but now BoGuan-made goods such as collectors cards and digital content based on the horse reliefs are selling well. Such merchandise reportedly has generated 2 million yuan ($299,000) in sales since the Lunar New Year holidays.
The area surrounding Xi'an is home to historical tourist destinations, which often have been used as locations for films and dramas. But opportunities were limited for the local economy to benefit.
BoGuan can be used to draft scripts and create characters historically accurate for short dramas, which are popular in China. It also can generate images of users taking a stroll in ancient Xi'an and create promotional videos for tourist sites.
The model can develop a travel companion app for recommending scenic views, restaurants and other tourist spots. Itineraries are easy to make, with 4 million people using a BoGuan-powered artificial intelligence guide through March.
Using Xi'an as a model case, Huawei plans to expand its tourism support initiative elsewhere. Organizations and companies in places such as the Xinjiang Uyghur Autonomous Region and Guizhou province have expressed interest, according to the partner in Shaanxi.