The Silver Screen’s Secret Weapon: How China’s Film Industry is Reshaping Tourism
There’s something undeniably magical about seeing a place on screen and feeling an irresistible urge to visit it. China, it seems, has cracked the code to this phenomenon, leveraging its film industry to breathe new life into its tourism sector. While the country’s box office numbers have struggled to match pre-pandemic highs, a quieter revolution is unfolding: film tourism. It’s a trend that’s not just boosting local economies but also redefining how we think about the relationship between cinema and culture.
The Rise of ‘Film-Plus’: When Movies Meet Travel
What’s fascinating about China’s approach is how deliberate it is. The government, alongside local tourism boards, has embraced what’s now called the “film-plus” strategy. Campaigns like “Taste Cuisine with Films” and “Shopping with Films” aren’t just catchy slogans—they’re part of a calculated effort to turn movie-goers into travelers. Take Pegasus 3, a Lunar New Year blockbuster that sent hotel bookings in Delingha soaring by 71%. Or Dear You, whose release doubled flights to Shantou, Chaozhou, and Jieyang. These aren’t just isolated incidents; they’re proof of a powerful synergy between film and tourism.
Personally, I think what makes this particularly fascinating is how it challenges the traditional view of movies as mere entertainment. Films are becoming catalysts for economic growth, cultural exchange, and even urban renewal. It’s not just about the story on screen anymore—it’s about the story behind the screen, the places and people that bring it to life.
Shanghai Film Festival’s Bold Move: A Cinematic Journey Through China
The Shanghai International Film Festival (SIFF) has taken this trend to the next level with its “Grand Landscape: A Cinematic Portrait of China” program. Showcasing 15 classics from 1960 onward, the festival isn’t just celebrating cinema—it’s inviting audiences to explore China’s diverse landscapes and cultures. From the snow-capped peaks of Heilongjiang in The Taking of Tiger Mountain to the lush vistas of Guangxi in Third Sister Liu, these films are more than entertainment; they’re travelogues.
Freda Fan, senior manager of programming at SIFF, puts it beautifully: “We were thinking of a way to present a brief history of Chinese cinema from a geography perspective.” What this really suggests is that films aren’t just windows into a story—they’re windows into a country’s soul. By curating this program, SIFF is encouraging viewers to see China not just as a destination but as a living, breathing tapestry of cultures and landscapes.
The Broader Implications: When Every Yuan Counts
Here’s a detail that I find especially interesting: according to the China Film Administration, every yuan spent at the domestic box office generates 15.77 yuan for related industries, with tourism being a major beneficiary. If you take a step back and think about it, this isn’t just about movies or travel—it’s about economic resilience. In a post-pandemic world where industries are still recovering, film tourism is emerging as a lifeline.
But what many people don’t realize is that this trend also has deeper cultural implications. By promoting film tourism, China is subtly reinforcing its cultural identity, both domestically and internationally. It’s a way of saying, “This is who we are, and this is where we come from.” In an era of globalization, that’s no small feat.
The Future of Film Tourism: A Global Phenomenon?
China’s success with film tourism raises a deeper question: could this model work elsewhere? From my perspective, the answer is a resounding yes. Hollywood has long capitalized on location-based tourism (think Lord of the Rings in New Zealand or Game of Thrones in Croatia), but China’s approach is more systematic, more intentional. It’s not just about capitalizing on a hit film—it’s about building an entire ecosystem around it.
One thing that immediately stands out is the potential for smaller, lesser-known destinations to gain visibility. Films have the power to turn obscure locations into must-visit spots, and that’s a game-changer for local economies. But it also comes with challenges. How do you balance increased tourism with sustainability? How do you ensure that the cultural integrity of these places isn’t lost in the rush?
Final Thoughts: The Power of Storytelling
As I reflect on China’s film tourism boom, what strikes me most is the power of storytelling. Films aren’t just products of culture—they’re drivers of it. They shape how we see the world, and in China’s case, they’re literally shaping where we go.
In my opinion, this trend is just the beginning. As technology evolves and audiences become more globally connected, the line between screen and reality will continue to blur. Film tourism isn’t just a trend—it’s a testament to the enduring magic of cinema. And if China’s success is any indication, it’s a magic that’s here to stay.
