The Silver Screen’s Secret Weapon: How China’s Film Industry is Reshaping Tourism
There’s something undeniably magical about the way a movie can transport you to another place. But in China, that magic isn’t just confined to the cinema screen—it’s spilling out into the streets, the mountains, and the bustling cities. The phenomenon of film tourism is booming, and it’s not just a quirky trend; it’s a strategic, government-backed movement that’s breathing new life into the country’s economy. What makes this particularly fascinating is how it’s transforming the way we think about the relationship between art and commerce.
The Rise of ‘Film-Plus’: When Cinema Meets Tourism
China’s film industry has been grappling with post-pandemic challenges, struggling to match its pre-2020 box office glory. But here’s where it gets interesting: instead of solely relying on ticket sales, the industry is leveraging its cultural influence to boost tourism. Take the recent success of Pegasus 3, a Lunar New Year hit that sent hotel bookings in Delingha, Qinghai province, soaring by 71%. Or Dear You, a family drama that doubled flights to Shantou, Chaozhou, and Jieyang. These aren’t just isolated incidents—they’re part of a larger strategy called “film-plus,” a government-led initiative that includes campaigns like “Taste Cuisine with Films” and “Shopping with Films.”
Personally, I think this is a brilliant example of how art can become a catalyst for economic growth. What many people don’t realize is that film tourism isn’t just about attracting visitors to shooting locations; it’s about creating a deeper connection between audiences and the places they see on screen. It’s a win-win: filmmakers get a broader impact, and local economies thrive.
Shanghai Film Festival’s Cinematic Map of China
The Shanghai International Film Festival (SIFF) is taking this trend to the next level with its “Grand Landscape: A Cinematic Portrait of China” program. Featuring 15 Chinese classics from 1960 to the present, the program highlights the country’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, it’s a visual feast that doubles as a travel brochure.
Freda Fan, senior manager of programming at SIFF, explains that the goal is to showcase China’s cinematic heritage while inspiring travel. “We’re presenting a brief history of Chinese cinema from a geography perspective,” she says. What this really suggests is that film can be a powerful tool for cultural preservation and promotion. By revisiting classics, the festival isn’t just celebrating the past—it’s inviting audiences to experience it firsthand.
The Broader Implications: Film as a Cultural Ambassador
If you take a step back and think about it, film tourism is more than just a marketing gimmick. It’s a reflection of how deeply cinema is embedded in our collective imagination. When a movie resonates with audiences, it doesn’t just entertain—it inspires. It makes people want to walk the same streets, breathe the same air, and feel the same emotions as the characters on screen.
A detail that I find especially interesting is how this trend is being amplified by state-run media. The China Film Administration recently reported that every yuan earned at the box office generates 15.77 yuan for related industries, with tourism being a major beneficiary. This raises a deeper question: could film tourism become a model for other countries looking to revive their economies post-pandemic?
The Future of Film Tourism: What’s Next?
In my opinion, the potential of film tourism is only just beginning to be tapped. As streaming platforms continue to globalize content, we could see this trend spreading far beyond China’s borders. Imagine Squid Game fans flocking to South Korea or Outlander enthusiasts exploring Scotland’s Highlands. The possibilities are endless.
But there’s also a risk. Over-commercialization could dilute the authenticity of these experiences. One thing that immediately stands out is the need for balance—between promoting tourism and preserving the cultural integrity of these locations. After all, the charm of film tourism lies in its ability to make the fictional feel real, not the other way around.
Final Thoughts: The Power of Storytelling
What this trend ultimately reveals is the enduring power of storytelling. Films don’t just entertain; they inspire, educate, and connect. From my perspective, film tourism is a testament to the idea that art and commerce aren’t mutually exclusive—they can, and should, coexist.
As I reflect on the Shanghai Film Festival’s “Grand Landscape” program, I’m reminded of how cinema can be a bridge between the past and the present, between the screen and the street. It’s not just about watching a movie; it’s about living it. And in a world that’s increasingly digital, that’s a pretty remarkable thing.
So, the next time you watch a film, ask yourself: where could this story take me? Because in China, at least, the answer is clear—anywhere you want to go.
