China has launched a film-driven tourism campaign to boost holiday consumption during the National Day and Mid-Autumn Festival break, running from October 1 to 8, with service providers across the country rolling out themed activities, discounts, and cross-industry promotions.
This includes a national campaign titled "Travel Following Movies," which, alongside the Film Consumption Year initiative, encourages tourists to visit cities featured in films, promoting deeper integration between the film and tourism industries.
In Anshan City, northeast China's Liaoning Province, Qianshan National Park has set up an open-air film screening project that allows visitors to enjoy movies and performances for free.
As part of the regional campaign "Travel in Anshan Following Movies," the project also includes a specialties fair and snack vendors. So far, the open-air cinema has drawn more than 50,000 moviegoers.
Meanwhile, the China Film Administration, together with other departments, hosted a conference to promote film-themed scenic routes across several provincial-level regions, including Fujian, Jiangxi, and Henan, as well as iconic sites like the Oriental Movie Metropolis in Qingdao and Hengdian World Studios.
These locations serve as filming or storytelling backdrops for new holiday releases such as "The Volunteers: Peace at Last", "A Writer's Odyssey 2", and "Sound of Silence".
Additionally, regions such as Beijing, Zhejiang, and Henan are offering discounts at scenic spots and hotels for travelers who present select film tickets. In north China, the Inner Mongolia Autonomous Region has introduced mutual ticket recognition across cinemas, scenic areas, theaters, and football stadiums, creating a seamless experience for culture and sports lovers alike.
China launches film-driven tourism campaign to boost holiday consumption
A former television host from Taiwan, Zhai Xuan, has made a pivotal decision to leave mainstream broadcasting in order to create content that provides a better understanding of the Chinese mainland and cross-strait relations.
Zhai, a seasoned television host with over a decade of experience in Taiwan's media landscape, recently addressed an audience at an event in Beijing, where she revealed her complete transition into independent online media.
In her remarks, she articulated her aspiration to bridge what she perceives as a significant information gap between audiences on both sides of the Strait, highlighting her commitment to fostering a deeper understanding and connection through her new endeavors.
"I was really surprised by all the fake news. There were stories saying people on the mainland can't afford tea eggs or that they live in mud houses and in Taiwan, this was the main information many people received," said Zhai.
Zhai said she initially began producing online videos to challenge such perceptions while continuing her work as a television host.
In April 2025, she travelled to the mainland with her father to fulfill her late grandfather's wish to return to his hometown. The trip, which reunited family members separated since 1949, was recorded in a video series titled "Journey to Find Our Roots", drawing attention from viewers in both Taiwan and the mainland.
"Many people in Taiwan told me that after watching, they wanted to apply for a mainland travel permit immediately and go looking for their relatives. Some had long forgotten these things, but after seeing my story, they began thinking about their hometowns and family members they had never met and decided to search for their roots," Zhai shared her story at the event.
By mid-2025, Zhai said she began to feel increasing pressure amid rising political tensions and a tightening atmosphere around cross-Strait exchanges in Taiwan.
After more than 12 years in the industry, Zhai resigned from her position, believing it was the right thing to do.
"At that moment, I felt this was a major issue，not just for me, but for Chinese people on both sides of the Strait. If I backed down then, I wouldn’t be standing on the right side," said Zhai.
Since leaving television, Zhai has broadened her online programming to encompass a range of daily-life topics, including practical guidance on applying for a mainland travel permit and using commonly employed mobile applications, in addition to content that delves into historical memory and cultural connections across the Strait.
As the debate over cross-Strait relations continues in Taiwan, Zhai said she remains committed to her current path.
Former Taiwan TV host bridges cross-Strait divide via online media
