During this year’s National Day holiday, the popularity of travel surged thanks to high-rated films and dramas such as “Blossoms,” “My Alataw,” and “The Story of Rose.” Recently aired shows like “The Grand Highway” and “City of Sunshine” have also sparked viewers’ interest in exploring the natural beauty and cultural richness depicted on screen. It seems that traveling to places featured in movies and shows has become a trendy consumer phenomenon, driving innovation in the travel market.
What makes a television show able to put a city on the map? What forces transform viewers into tourists and filming locations into must-visit destinations?
Traveling inspired by film and television reflects an increasing demand for cultural and emotional experiences. A great show can soothe the soul and relieve stress, while a journey can broaden horizons and enhance life experiences. This combination of physical and emotional exploration has ultimately led to a surge in consumer engagement driven by emotional value.
This trend of traveling alongside film and television is a product of the rise of experiential and scenario-based consumption. While traditional consumption focuses on practicality and value for money, scenario consumption emphasizes personalization and experience. In recent years, government policies have encouraged the development of scenario-based consumption to harness its potential for economic growth. The synergy between film and tourism is an effective way to create new consumer settings. Previous hits like “The Wind Rises in Luoyang” and “The Longest Day in Chang’an” launched immersive shows and performances that revitalized cities like Xi’an and Luoyang among young people. These instances prove that capitalizing on film trends to create new experiences can unleash consumer potential and sustain interest in cultural tourism.
Traveling to locations featured in films is more appealing than simply visiting scenic spots. Previously, tourists focused on mountain views, lakes, and landscapes, often drawn to promotional travel videos highlighting natural beauty. Today, seeking diverse life experiences has become a significant travel desire. Film works naturally foster emotional connections with audiences, resonating deeply and encouraging them to visit filming locations. Recent productions have focused on contemporary themes, with stories and visuals that resonate with viewers, adding depth and allure. A host of excellent works has infused tourism with passion, while travel experiences have further extended the cultural impact of these productions.
The success of a show in promoting a city often relies on proactive planning by local cultural and tourism departments. After the airing of “My Alataw,” the Alataw region’s cultural bureau collaborated with iQIYI to create a cultural IP, promoting the slogan “Read a good book, watch a great show, and visit a wonderful place,” effectively tapping into the multiplier effect of cultural synergy. Conversely, a city can also enhance a show’s appeal. For instance, Dali in Yunnan turned its scenic spots into filming sites for “Go Where the Wind Blows,” providing robust support for the shooting base and offering comprehensive services to the production team. Each city possesses unique cultural heritage and natural beauty, representing a treasure trove for artistic exploration. Deepening the integration of film and tourism requires cultural agencies to plan ahead and engage actively throughout the filmmaking process, promoting cross-industry collaboration between cultural and tourism resources.
Film and tourism not only represent a passionate two-way relationship but also need to sustain a “marathon” beyond the initial excitement, emphasizing the importance of solid tourism fundamentals. The empathy experienced on screen must translate to real-life consumer behavior, challenging a city’s foundational capabilities in both service and infrastructure. Cities must enhance service quality and efficiency, improve transportation, dining, and accommodation facilities, and continuously innovate their tourism offerings to provide unique experiences for visitors. In the long run, only by meticulously enhancing the cultural and tourism landscape can cities transform the temporary surge of interest from popular films into lasting appeal.
