China's film authorities launched a movie-themed tourism campaign at the China National Film Museum in Beijing on Feb. 17, riding the momentum of the country's recent box office success to attract foreign tourists.

The "China Travel with Chinese Films" campaign is launched at the China National Film Museum in Beijing, Feb. 17, 2025. [Photo courtesy of China Movie Channel]

The "China Travel with Chinese Films" campaign aims to leverage growing international interest in Chinese cinema following a record-breaking Spring Festival movie season. Supported by the country's expanded transit visa-free policy, the initiative promotes filming locations and cultural sites featured in popular Chinese movies, officials said at the launch event.

The campaign, sponsored by the China Film Administration and China Media Group and organized by CGTN and the China Movie Channel Program Center, will promote a "film plus tourism" concept, encouraging international audiences to discover China through cinema while boosting tourism spending.

The initiative will also nurture collaboration between the film and tourism industries by creating themed travel routes connecting filming locations with cultural heritage sites.

During the 2025 Spring Festival season, six blockbusters generated 9.51 billion yuan ($1.32 billion) in ticket sales and drew 187 million viewers in seven days, according to box office tracker Maoyan Pro. The booming film market has sparked a growing interest in movie-related tourism centered on filming locations and cultural elements among domestic and international visitors.

Ne Zha and Ao Bing performers dance during the "China Travel with Chinese Films" campaign launch at the China National Film Museum in Beijing, Feb. 17, 2025. [Photo courtesy of China Movie Channel]

Among the blockbusters, the animated sensation "Ne Zha 2" has led the race and has continued its record-breaking run beyond the holiday season. So far, the film has grossed over 12.4 billion yuan, making it the highest-grossing Chinese film and animated feature of all time, surpassing both domestic and global box office records.

Thus, "Ne Zha" has become the campaign's promotional ambassador. A performer dressed as the animated character received a certificate onstage before joining another character, Ao Bing, for a dance performance inviting global audiences to explore China. The film's influence has spread beyond theaters, sparking nationwide interest. Regions are competing to claim Ne Zha's "hometown" status to boost local tourism, while related merchandise has sold out quickly.

"'Ne Zha 2' is a visually spectacular comedy that tells a Chinese story, innovates traditional Chinese culture and continues the legacy of Eastern aesthetics," said Wang Jing, the film's executive producer. "With strong support from Chinese audiences, it aims to deliver a powerful voice of Chinese culture in the new era to global viewers."

Another Chinese New Year release making international inroads is "Detective Chinatown 1900," which has grossed more than 3.2 billion yuan ($446 million) in China and opened in nearly 20 overseas territories, including North America, the United Kingdom and Malaysia.

"Chinatowns have long served as windows for Chinese cultural exchange," said producer Fan Xia, noting how the film showcases historic landmarks across these communities. "The 'Detective Chinatown' series, which tells their stories, has also demonstrated remarkable vitality in the field of cultural exchanges."

Representatives of Spring Festival films present their films' achievements and tourist destinations during the "China Travel with Chinese Films" campaign launch at the China National Film Museum in Beijing, Feb. 17, 2025. [Photo courtesy of China Movie Channel]

During the event, actor Anastasia Shestakova also invited international visitors to tour the film's shooting locations in China, including a Native American village constructed in Xingtai, Hebei province, and a full-scale replica of various locations in 1900s San Francisco in Laoling, Shandong province. The 200,000-square-meter San Francisco set, built in just seven months at Laoling Film Studio, opened to the public during the Spring Festival, allowing moviegoers to explore the landmarks they saw on screen.

Actor Nashi, who plays the female general Deng Chanyu in "Creation of the Gods II: Demon Force," a film set in ancient China's Shang dynasty, passionately shared insights about period artifacts preserved in museums across Henan and Shaanxi provinces.

Besides the cities and attractions featured in the films, film studios and shooting locations have become popular cultural tourism spots. Representatives from China Movie Metropolis, Wuxi Studios, Western Film Group and Hengdian World Studios presented their production facilities advantages, industry policies and tourism offerings.

Representatives of film studios present their production resources, facilities and tourism offerings during the "China Travel with Chinese Films" campaign launch at the China National Film Museum in Beijing, Feb. 17, 2025. [Photo courtesy of China Movie Channel]

Several foreign cultural ambassadors and travel bloggers shared their China travel plans inspired by Spring Festival films at the event. Tourism and financial sector representatives offered promotional deals, while China Media Group announced its international bureaus would partner with Chinese filmmakers to expand the "China Travel with Chinese Films" campaign, attracting more overseas audiences.

This Chinese New Year, the first since the Spring Festival was added to UNESCO's Representative List of Intangible Cultural Heritage, has triggered increased overseas interest in traveling to China.

Ma Yiliang, chief statistician at the China Tourism Academy, said the successful holiday films drove both domestic and international tourists to cities like Xiangyang and Yibin. Local products, including Hubei's lotus root starch, saw sharp sales increases.

"This wave of cultural tourism has not only enhanced brand recognition for local destinations but also generated significant economic benefits," he said.

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