Chinese cinemas boost holiday tourism with immersive film-themed events

Chinese cinemas have capitalized on the surging popularity of the May Day holiday film craze by rolling out a series of immersive cultural tourism activities, drawing moviegoers and tourists alike into expanded cinematic experience.

The China Film Archive Jiangnan Center in Suzhou City, east China's Jiangsu Province, has emerged as a standout destination during the holiday break, offering a multi-dimensional experience that blends film screenings, educational programs, and interactive activities -- all designed to broaden the horizons of traditional cinema.

Throughout the five-day holiday, which runs from May 1 to 5, the center curated several classic film screening programs, featuring critically acclaimed domestic and international movies, restored classic and art-house films. The diverse lineup catered to film fans of all ages.

"Movies have had a significant impact on me, allowing me to see different cultures and the world from a different perspective," said Xu Kexin, a tourist.

Beyond indoor viewing experience, the center has also organized open-air public screenings, integrating the events with the local "Su Super League," grassroots tournament Jiangsu Football City League (JSCL). This creative combination brings together cinema and sports culture, offering visitors a fresh and varied leisure experience.

The center has also focused on youth education and science outreach, launching a series of educational programs. Led by professional guides, students explored the history of film development while learning about movie production and image preservation. They also had the chance to get up close with vintage projection equipment and discover behind-the-scenes stories, immersing themselves in film culture.

"Touching these old projectors feels like traveling back in time. It's truly amazing," said Wang Yihan, a student.

To provide a better experience for the visitors, the center tapped into the "ticket stub economy," rolling out holiday spending incentives. Moviegoers who bought tickets could participate in lucky draws to win a variety of cultural and creative gifts.

"During this year's May Day holiday, we have about six screenings scheduled each day. What makes this holiday different from usual days is that we have many visitors coming from across the country specifically to enjoy the unique atmosphere of watching classic old films," said Li Wenjin, an employee of the center.

Chinese cinemas boost holiday tourism with immersive film-themed events

Many regions across China are using their natural surroundings to give visitors a wide range of experiences during the five-day May Day holiday that ends on Tuesday.

Ordos in north China's Inner Mongolia Autonomous Region has transformed its desert landscape into a tourism magnet, offering off-road racing, grassland cultural experiences, and immersive entertainment.

Over 500 off-road vehicles and more than 2,000 drivers from across the country gathered from Saturday to Monday in the Kubuqi Desert in Hangjin Banner of Ordos for an intense desert racing competition.

Drawing crowds of spectators, drivers use the momentum from the sand dune peaks to perform high-difficulty maneuvers, such as drifting and jumping, as they navigate their routes.

"The desert features small dunes and complex terrain. It's a great training opportunity for every driver. The desert is challenging, but offers a lot of fun," said a race driver.

Water sports, lakeside camping, and eco-tours are catching on in eastern and central Chinese cities, driving a new wave of holiday tourism.

In Suqian City, east China's Jiangsu Province, tourists have flocked to the Zhuhai Leisure Sports Town over the holiday, with the water sports zone emerging as a popular destination for young people.

"There are so many activities here, like kayaking, go-karts, and camping. I just tried the water bike - it was really exciting and great fun," said Zou Yutong, a tourist.

In central China's Henan Province, the Danjiang Scenic Area in Xichuan County is known as the headwaters of the South-to-North Water Diversion Middle Route Project. Its unique ecological resources have captivated visitors from across the country.

Local data shows that Xichuan received 624,000 tourists in the first three days of the May Day holiday, bringing in more than 300 million yuan in tourism revenue.

Diverse tourism experiences draw visitors during May Day Holiday