China's 'Film-Plus' Drives Tourism Boom as Box Office Recovers

As China’s vast film industry navigates its post-pandemic recovery, a striking new trend has emerged as a significant economic catalyst: film tourism. Beyond the box office, a concerted effort to connect cinematic narratives with their real-world backdrops is transforming movie-watching into travel inspiration, funneling visitors to once-obscure locations and injecting much-needed vitality into the broader domestic economy.

Quick summary

• A government-backed 'film-plus' strategy is actively transforming film locations into popular tourist destinations across China.
• Recent box office hits like 'Pegasus 3' and 'Dear You' have directly led to substantial increases in hotel bookings and flights to their respective filming cities.
• The Shanghai International Film Festival (SIFF) is leveraging this trend with its 'Grand Landscape' program, showcasing classic Chinese films and their iconic scenic sites.
• Official reports suggest that every yuan earned at the domestic box office generates 15.77 yuan for related industries, with tourism being a primary beneficiary.

Why it matters

The rise of film tourism in China signals a crucial shift in how cultural products can stimulate economic growth far beyond their immediate industry. For local communities, particularly those in less-trafficked regions, a movie's success can translate into a dramatic influx of visitors, boosting hospitality, local commerce, and infrastructure development. For the film industry, it provides a powerful new narrative for its broader value, demonstrating a tangible impact on national economic recovery and job creation. Moreover, this trend fosters a deeper connection between audiences and the stories they consume, encouraging cultural exploration and appreciation of China's diverse geography and heritage. It offers a sustainable model for leveraging entertainment for socio-economic benefit, inspiring similar strategies in other regions grappling with economic revitalization.

Background

Before the pandemic, the Chinese film market was rapidly expanding, frequently breaking box office records. However, the subsequent global health crisis and its lingering effects presented significant challenges, leading to a period of struggle for the industry to regain its previous momentum. In response, both national and local authorities, along with the film industry itself, began to champion a strategic initiative dubbed 'film-plus.' This push sought to broaden the economic impact of cinema beyond ticket sales, explicitly targeting tourism as a major avenue for recouping losses and stimulating growth. Early campaigns, such as the China Film Administration's 'Taste Cuisine with Films' and 'Shopping with Films,' laid the groundwork for integrating cinematic experiences with other consumer activities. The current surge in film tourism represents the fruition of these efforts, demonstrating a pivot towards a more diversified and integrated approach to cultural economic development, moving beyond pure box office revenue to a more holistic engagement with the wider economy.

Qnews24h insight

China's strategic embrace of 'film-plus' is more than a simple marketing gimmick; it reveals a calculated government-led effort to harness soft power for tangible economic outcomes. By leveraging the emotional resonance of popular films, authorities are effectively converting passive viewership into active tourism, guiding internal migration flows to specific regions. This approach not only aids economic recovery in a post-pandemic landscape but also serves as a subtle yet powerful tool for cultural cohesion, promoting awareness of China's diverse landscapes and regional identities among its populace. The reported 1:15.77 economic multiplier underscores a robust, intentional strategy to re-position the film industry not merely as an entertainment provider but as a central engine for domestic consumption and regional development, creating a powerful feedback loop where cultural success directly translates into economic prosperity.

From Silver Screen to Scenic Route: The 'Film-Plus' Phenomenon

The transformation is palpable. The Lunar New Year box office hit, Pegasus 3, for instance, turned northwestern Qinghai province into a hot spot for travelers. Data from travel platform Qunar revealed a staggering 71 percent year-over-year increase in hotel bookings in Delingha, one of the film's shooting locations, during the February holiday period. Similarly, the family drama Dear You, a recent box office sensation, catalyzed a rush to eastern Guangdong province, with flights to its featured cities — Shantou, Chaozhou, and Jieyang — reportedly doubling since the film’s late-April release.

This surge isn't coincidental. It's the result of a deliberate, coordinated effort by national and local tourism authorities, alongside the Chinese film industry, under the umbrella of 'film-plus.' This initiative goes beyond merely acknowledging film locations; it actively promotes them through targeted campaigns designed to integrate cinema with other facets of life, such as food and shopping.

Shanghai International Film Festival Joins the Trend

Even prestigious cultural events are adapting. The Shanghai International Film Festival (SIFF) is prominently featuring this trend with its 'Grand Landscape: A Cinematic Portrait of China' program. This curated selection comprises 15 Chinese classics, some dating back to 1960, specifically chosen for their portrayal of China's most famous scenic sites. Freda Fan, senior manager of programming and screening at the SIFF's organizing body, explains that film tourism has been a significant trend over the past five years.

Fan cites several examples where films have propelled locations to fame. Last year, Ne Zha 2 put Yibin in Sichuan on the map, while the Creation of the Gods series boosted the popularity of heritage sites in Henan. Closer to home, Shanghai itself saw its everyday life — its unique longtang (alleyways), quaint cafés, and bustling grocery stores — become popular 'City Walk' destinations for young people, thanks to films like B for Busy and Her Story.

Showcasing China's Diverse Heritage Through Film

SIFF's 'Grand Landscape' program aims to encourage this exploration. While promoting Shanghai’s cinematic landmarks, it also nudges audiences to consider broader travel horizons. The classic 1960s musical Third Sister Liu, for example, captivated audiences with the stunning vistas of southern China’s Guangxi region. More recently, Tsui Hark’s 2014 action blockbuster, The Taking of Tiger Mountain, showcased the dramatic, snow-capped peaks of northeast China’s Heilongjiang province.

“Basically, we were thinking of a way to present a brief history of Chinese cinema from a geography perspective, showcasing both the internal richness of Chinese cinema, cultural diversity and the intergenerational legacy of Chinese filmmakers,” Fan elaborated. The selection prioritized films of high artistic merit that also represent the country’s distinct regions and cultures, from the Tibetan mountains to Hainan Island, and from the Yellow River in the north to the Yangtze in the south. Many of these are classics, resonating across generations.

Economic Impact: A Multiplier Effect

The ripple effect of this cinematic interest on the broader economy has not gone unnoticed by China's state-run media, which has extensively covered the phenomenon. They have closely tracked the fortunes of films like Dear You and their profound impact on eastern Guangdong province, alongside charting the knock-on effects that the world's second-largest film market has on local economies.

A recent report from the China Film Administration underscored this economic prowess, claiming that every yuan collected at the domestic box office generates a remarkable 15.77 yuan for 'related industries' nationwide. Tourism stands out as a primary beneficiary of this multiplier effect, demonstrating the significant economic leverage that a successful film can wield.

While Fan acknowledges that 15 films might be too few to fully capture China's vast cultural and geographical diversity, she views the 'Grand Landscape' section as a crucial 'little attempt to show the beauty and touching stories of the land by revisiting Chinese classics.' It’s a testament to the enduring power of storytelling, not just to entertain, but to inspire travel and economic vitality.

Sources

• How the Shanghai Fest Is Tapping Into China's Film Tourism Boom - hollywoodreporter.com

FAQ

What is the 'film-plus' strategy in China?

The 'film-plus' strategy is a government-led initiative in China that aims to extend the economic impact of the film industry beyond box office revenues. It encourages the integration of cinema with other sectors, particularly tourism, by promoting film shooting locations as popular travel destinations and linking films to local cuisine, shopping, and cultural experiences.

Which recent films have boosted tourism in China?

Several recent Chinese films have significantly boosted tourism. 'Pegasus 3' led to a 71% increase in hotel bookings in Delingha, Qinghai province. 'Dear You' caused flights to its filming cities (Shantou, Chaozhou, Jieyang) to double. Other examples include 'Ne Zha 2' boosting tourism in Yibin, Sichuan, and the 'Creation of the Gods' series making heritage sites in Henan popular.

How is the Shanghai International Film Festival contributing to film tourism?

The Shanghai International Film Festival (SIFF) is contributing through its 'Grand Landscape: A Cinematic Portrait of China' program. This program features 15 classic Chinese films chosen for their depiction of the country's famous scenic sites. It aims to encourage visitors and locals to explore film-related attractions and expand their travel horizons by showcasing China's diverse geography and cultural heritage as seen through cinema.

What is the economic impact of film tourism in China?

According to a report by the China Film Administration, every yuan collected at the domestic box office generates 15.77 yuan for 'related industries' across the country. Tourism is identified as a main beneficiary of this significant multiplier effect, indicating a substantial economic contribution from the film-plus strategy to local economies.