The "China Travel with Chinese Films" campaign launched in February 2026 has boosted inbound tourism, according to the country's tourism authorities.
The campaign is designed to link hit cinema blockbusters like Ne Zha 2 and Creation of the Gods II with real-world tourism, offering global travelers themed itineraries to explore iconic filming sites, historic studio towns, and scenic natural wonders across China.
Zhangjiajie in central China's Hunan Province, a UNESCO World Heritage Site listed in 1992, has served as a backdrop for many films. The towering quartz-sandstone pillars of Zhangjiajie National Forest Park inspired the floating Hallelujah Mountains of Pandora in James Cameron's 2009 film Avatar.
In addition to majestic peaks and crystal-clear streams, the Tianmen Mountain scenic area in Zhangjiajie has drawn international crowds with a mix of sports events and folk culture performances.
Since July, the scenic area has received nearly 80,000 foreign tourists, an increase of 53 percent year on year.
In east China's Zhejiang Province, the Hengdian World Studios, a film and television shooting base reputed as China's Hollywood or Tourism and Performing Arts Capital, now offers visitors the chance to try on traditional Chinese costumes and step into live-action scenes, leading to a dramatic rise of foreign visitors this year.
Meanwhile, Dali, a famous scenic and historical city in southwest China's Yunnan Province, and the Gobi Desert in northwest China's Qinghai Province are also embracing a noticeable influx of European and Southeast Asian travelers seeking to explore their picturesque sceneries and colorful cultural heritage.
China has seen an international travel surge this summer, which is believed to be primarily driven by its expanded visa-free policies, advanced transportation network, and profound culture.
China Travel with Chinese Films campaign boosts inbound tourism
