A new campaign designed to use the popularity of recent Chinese blockbusters to promote tourism across China was launched in Hong Kong and Macao on Saturday. Titled “China Travel with Chinese Films,” the initiative is organized by the China Film Administration and China Media Group (CMG).
The campaign aims to create themed travel routes inspired by popular Chinese films, encouraging international tourists to explore China’s natural beauty and cultural heritage. By doing so, it hopes to spark greater interest in Chinese culture and revitalize the country’s inbound tourism market.
The launch coincided with the release of “Ne Zha 2,” the top-grossing film during this year’s Chinese Spring Festival. The movie also set a record for the highest opening box office for an animated film in Hong Kong.
As part of the campaign, major travel companies, including China Travel Service (Hong Kong) Limited and Ctrip Group, set up booths at cinemas to promote destinations featured in “Ne Zha 2.” They introduced special travel packages and itineraries based on the film’s filming locations and settings, attracting significant attention from moviegoers and visitors.
Steven Choi, an American living in Hong Kong, praised the film for its impressive production quality and storytelling. He expressed a strong desire to visit the Chinese mainland after watching the movie.
In Macao, two foreign residents, Carlson and Danny, were equally captivated by the cultural elements in “Ne Zha 2.” Carlson said she was eager to visit the filming locations and try local cuisine, while Danny planned to explore the Sanxingdui Museum to learn more about China’s ancient history and bronze artifacts.
The campaign is set to expand to more countries and regions, capitalizing on the global appeal of Chinese films. This initiative is expected to boost both China’s film and tourism industries while serving as a cultural bridge to promote Chinese heritage worldwide.
Zhou Yuxi, head of Ctrip Group’s marketing department, highlighted the innovative “movie + tourism” model as a powerful tool to stimulate tourism demand. He added that high-quality Chinese films reflect the confidence of Chinese culture, attracting both domestic and international tourists to explore and appreciate it.
The “China Travel with Chinese Films” campaign is poised to become a vibrant platform for showcasing China’s cultural and natural wonders to the world.
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