The silver screen is fueling a new travel trend across China’s northeast, where movie tickets are now doubling as tourism vouchers, enticing moviegoers to explore iconic locations featured in recent films.
This January, a wave of mid- and low-budget movies swept Chinese theaters, many rooted in the rich folk culture of northeast China. Among them, the comedy "Take Off," which tells the whimsical yet touching story of an eccentric northeastern man who spends his life pursuing the dream of flying, has been well-received by audiences.
Filmed entirely in Harbin, Heilongjiang Province, "Take Off" has turned the city's landmark Long Ta (Dragon Tower) into a must-visit "check-in spot" for fans.
"Seeing Dragon Tower in person is even more breathtaking than I imagined. The protagonist's passion for flight and commitment to his dream depicted in the movie felt even more real to me after arriving at the Dragon Tower," said one visitor.
Capitalizing on the film's popularity, the Dragon Tower Scenic Area has launched a "Screen plus Scene" promotion, offering discounted admission to visitors who present a ticket stub from "Take Off." The journey from cinema seat to city street is now just a ticket stub away.
"We're now welcoming hundreds of visitors daily with ticket stubs, and the number keeps growing," said Rong Xing, deputy general manager of the Dragon Tower Scenic Area.
The campaign's reach is expanding beyond Dragon Tower. Across Heilongjiang, cultural and tourism businesses are planning similar promotions, offering discounts at scenic spots and even restaurants for moviegoers, creating a dynamic "watch plus explore plus spend" economic loop.
"We'll continue to roll out activities under the 'China Travel with Chinese Movies' campaign, sharing the beauty of Heilongjiang with the world," said Wu Qiang, Secretary-General of the Heilongjiang Film Distribution and Screening Association.
Film tie-in promotions spark tourism boom in China’s Heilongjiang
