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
China’s Macao Special Administrative Region (SAR) celebrated the Mid-Autumn Festival with various cultural events on Monday evening, immersing residents and tourists in a joyous and festive atmosphere.
A celebration event themed “Full Moon Reunion” was held at the Lou Lim Ioc Garden, a popular local park.
Dazzling decorative lights and activities like lantern riddle solving, Hanfu attire experiences, and fun games delighted all the participants.
“We come here every Mid-Autumn Festival as there are so many lanterns and all kinds of activities for us to participate. My kids can also experience traditional Chinese festival atmosphere, so we’re all happy to be here,” said local resident Chen.
Local authorities organized a concert in front of the Ruins of St. Paul’s, one of Macao’s major landmarks, adding a rich festive atmosphere to the city with classic festive songs.
“This is my first visit to Macao, and I happened to be here on the Mid-Autumn Festival and attend this concert in front of the Ruins of St. Paul’s, with many festive tunes on the program, leaving me with truly wonderful memories,” said Deng Wanting, a tourist from the Chinese mainland.
Macao celebrates Mid-Autumn Festival with various cultural events
