The Chinese animated blockbuster "Ne Zha 2" has sparked a tourism frenzy across China, as fans flock to locations linked to Ne Zha's legend and other elements of the story.
As a sequel to the 2019 animated adventure "Ne Zha", the film draws inspiration from the Ming Dynasty (1368-1644) mythological tale "The Investiture of the Gods" and has shattered multiple records since its premiere on Jan 29.
With its record-breaking success, it is now the highest-grossing animated film of all time globally and the seventh highest-grossing film ever.
Sichuan Province in southwest China has launched three themed tourist routes, "Follow Ne Zha to Explore Sichuan."
Key attractions across the province, including Ne Zha Palace at the Cuiping Mountain scenic area in Yibin City, as well as Ne Zha General's Platform and Ne Zha Temple on Qianyuan Mountain in Jiangyou City, have experienced a surge in visitors in recent days.
"Over 1,000 tourists visit daily, many drawn by the movie. The tourism boom has definitely increased our income," said Mu Zhibin, a resident of Qianyuan Mountain Village in Jiangyou.
Two Boundary Beasts of Ne Zha's master, Taiyi Zhenren, have captured the hearts of many fans with their adorably clumsy and humorously goofy nature. Many of them have flocked to the Sanxingdui Museum in Guanghan City, Sichuan, to catch a glimpse of their 'original prototype.'
"The film has many Sichuan elements, such as Taiyi Zhenren's accent and the Boundary Beasts. So, we came to Sanxingdui to take pictures and look for the inspiration behind the Boundary Beasts," said Yang Yunnan, a tourist from southwest China's Yunnan Province.
Meanwhile, Harbin Polarland in northeast China's Heilongjiang Province is offering discounted tickets for as low as 30 percent of the original price to visitors who present "Ne Zha 2" movie stubs, effectively converting the film's box office success into tourism growth.
"The park has a rich variety of animals, especially the adorable penguins. I'll recommend this trip to my friends when I get back home," said Guan Zimo, a visitor.
Since the program was launched, daily visitor numbers at Polarland have surged by 51 percent, and pre-sale tickets for March are also selling rapidly, according to Cui Meiyan, marketing director of the park.
"This marks our first partnership with a film. We will continue exploring this innovative way of integrating culture and tourism, providing visitors with even better products and services," Cui said.
According to data from Qunar, a leading online travel agency in China, online searches for Ne Zha 2-related attractions surged by over 40 percent in February.
In the scenic areas of Jiangyou and Yibin, more than 60 percent of hotel bookings were made by tourists from other provinces.
Meanwhile, Xixia County in central China's Henan Province and Guzhen County in east China's Anhui Province, along with other locations that have hosted Ne Zha-themed cultural activities, have seen online searches surge by over 30 percent compared to levels before "Ne Zha 2" was released.
"Ne Zha 2" ignites tourism boom as fans explore sites tied to its legendary tale
