If you think China’s tourism boom is all about pandas and the Great Wall, think again. The country’s rich culture, coupled with some savvy marketing and a surge in film-based travel, is sending foreigners flocking to China. With relaxed visa policies and iconic films like Ne Zha 2 leading the charge, China’s tourism scene is now more flourishing than ever.
China’s Cultural Charm: Ancient Meets Contemporary
You could spend weeks exploring China’s ancient treasures, like the Terracotta Army or the Great Wall, and still have only scratched the surface of the country’s cultural appeal. But let’s be real—while these historical wonders are amazing, the real draw for tourists is the seamless blend of tradition with the new, thanks to a growing focus on modern culture, especially through film. Ne Zha 2—an animated blockbuster rooted in Chinese mythology—has smashed records globally, sparking international curiosity about the country’s ancient stories and how they’re being told in a fresh, modern way.
Visa Policies Just Got a Whole Lot Cooler
Who needs an overly complicated visa process when you can just pop in for a spontaneous trip? In December 2024, China announced a significant relaxation of its visa-free transit policy, extending the permitted stay for eligible foreign travelers from the initial 72 hours and subsequent 144 hours to 240 hours, or 10 days. The designated ports and travel regions were also substantially expanded, enhancing flexibility for international visitors. With a 112% jump in visa-free foreign travel in 2024, it’s safe to say China’s tourism game just leveled up. Now you can stay longer to explore those Ne Zha-themed tourist hotspots!
Ne Zha 2: A Cultural Catalyst
The film’s success has led to a surge of interest in locations featured in the story.
Places like Chentangzhuang in north China’s Tianjin, linked to the mystical Chentang pass, are experiencing a tourist rush, proving that movies are now an essential part of the travel decision-making process.
Tianjin’s cultural and tourism sector has introduced several Ne Zha-themed experiential routes, resulting in a nearly 30 percent surge in visitor traffic.
In the Cuiping district of Yibin, in southwest China’s Sichuan Province, known for ancient temples honoring Nezha, newly launched attractions and themed events have drawn crowds, leading to a 34 percent increase in hotel booking.
In Xixia County, in north China’s Henan Province, the Nezha Temple attracts global visitors annually. Following the movie’s release, the local cultural and tourism department reported a year-on-year rise in visitor numbers at the county’s major scenic spots, accompanied by a 13.2 percent increase in overall revenue.
Even beyond the screen, Ne Zha 2 is giving the local economy a boost with themed events and merchandise flying off the shelves. Online sales of “Ne Zha 2” merchandise have surged, with sales reportedly exceeding 50 million yuan on Taobao, a leading e-commerce platform in China. If you’re not checking out the film-inspired souvenirs, you are not a real fan.
Where movies and tourism collide
In case you were wondering how China plans to keep this momentum going, the answer is a cinematic road trip. The China Travel with Chinese Films program takes advantage of the global love for Chinese films by offering themed travel routes that let tourists immerse themselves in both the landscapes and the movie magic. Talk about a two-for-one deal: witness iconic filming locations while soaking up China’s natural beauty. It’s like the ultimate fan experience, except you get to skip the long lines for the meet-and-greet.
