Movie Landscapes Drive Holiday Tourism Trends

Cinema's growing intersection with travel is reshaping holiday experiences in China, where iconic film landscapes are emerging as prominent tourist destinations. The upcoming Spring Festival marks not just family reunions but an impressive surge in cinematic tourism, as the '2026 Film Economy Promotion Year' prompts audiences to immerse themselves in settings from their favorite films.

The phenomenon, often dubbed 'set-jetting,' underscores a shift in consumer behavior, where film enthusiasts look beyond merely watching their preferred movies to physically engaging with the locations they are depicted in. Sun Yanbin, an associate professor at Beijing Film Academy, notes that various activities like film-themed fairs and culinary promotions have extended movie consumption, integrating it into broader holiday festivities.

An example is the family film 'Panda Plan: The Magical Tribe,' which characterizes Wengding Village in Yunnan Province. Its cinematic allure showcases its stunning surroundings, successfully attracting a wave of visitors eager to experience the site's natural beauty and rich cultural history first-hand.

Local authorities have recognized this trend and developed immersive cultural tourism plans around successful films. For example, during the Spring Festival, tourists have the chance to engage in traditional Wa drum festivals, artisanal crafts, and culinary experiences that connect directly with cinematic storytelling.

In a contrasting narrative, 'Blades of the Guardians' transforms Xinjiang's distinctive Yardang landscapes into a hub for adventure-seekers drawn by its action-packed scenes. Cinematic promotions such as free access to scenic spots with a movie ticket have positioned the area as a vibrant destination during the holiday season.

The film 'Pegasus 3' also capitalizes on its scenic appeal, showcasing the breathtaking terrains of Sichuan Province. This film has inspired many to partake in road trips along its depicted routes, incentivized by discounts at local attractions, eateries, and fuel stations.

Urban tourism is similarly thriving from cinematic storytelling. In Shenzhen, the film 'Scare Out' utilizes the city's modern skyline as a backdrop, compelling visitors to explore designated 'movie city walk' routes that bring filming locations to life. Ticket holders benefit from discounts across local amenities, enriching their travel experience.

Chongqing’s animated feature 'Boonie Bears: The Hidden Protector' resonates deeply with families, drawing them into local culture through festive events inspired by the city’s landmarks. These attractions foster deeper connections between audiences and the places they see on screen.

The rise of places like Hengdian World Studios shows the multifaceted nature of the film economy, providing interactive experiences that educate visitors on filmmaking processes and innovations. Such endeavors further bridge the gap between film and tourism, creating a new wave of interest.

Zuo Heng, from the China Film Archive, emphasizes how advancements in technology, particularly AI and animation, allow filmmakers to create expansive worlds that break free from physical confines. This evolution in cinematic storytelling is set to reshape both cultural and tourism landscapes across China.

As the Spring Festival approaches, the interplay between blockbuster films and vibrant travel plans materializes, paving the way for film locations to become significant drivers of tourism spending throughout the country.