Revolutionary Initiative Begins in Beijing to Combine Film and Travel

A New Era of Entertainment: Film Meets Travel in Beijing

Beijing has recently ignited a new flame in the cultural landscape with the launch of a pioneering initiative that intertwines film and travel. This groundbreaking campaign, named "Traveling in China with Chinese Films," aims to leverage the growing popularity of Chinese cinema, especially the newly released blockbuster, Ne Zha II, which has set global box office records.

As of February 17, 2025, Ne Zha II has surpassed a staggering 12 billion yuan (approximately 1.66 billion USD), making it one of the highest-grossing films of all time, edging past iconic titles such as The Lion King. This achievement highlights the shifting dynamics of the film industry, showcasing the prowess of non-Hollywood films on the international stage. Furthermore, this blockbuster is the sole non-Hollywood film joining the ranks of cinematic giants like Avatar, Titanic, and Star Wars: The Force Awakens.

The film's success has sparked enthusiasm globally, particularly after its premiere in North America, where it rapidly secured a spot among the top five films during its opening weekend. American animator Sheila Sofian, who viewed the film in Los Angeles, expressed her astonishment at the film’s artistic achievements, praising its intricate storytelling, exceptional sound design, and compelling music that kept her at the edge of her seat throughout.

In light of this cinematic triumph, the initiative at the China National Film Museum serves to bridge the gap between film audiences and tourism in China. The campaign is spearheaded by the China Film Administration in collaboration with the China Media Group (CMG) and CGTN, aiming to bolster the “film + tourism” model. This involves a mix of showcasing Chinese films, participation in international film festivals, and hosting screenings of these films to entice foreign audiences to explore China through the lens of its cinematic narratives.

The campaign seeks to create thematic travel routes that offer immersive experiences, blending cinematic culture with China's rich natural and cultural landscapes. It focuses on highlighting the synergy between the film and tourism industries by significantly enhancing consumer engagement through various media resources.

Jiang Qiudi, head of CMG's European office, emphasized that the initiative will leverage CMG's global network of foreign correspondents along with partnerships with countless international media outlets and social platforms. By expanding the campaign's reach and influence, CMG intends to strengthen its collaboration with international film organizations and conduct flagship events showcasing remarkable Chinese films. These steps aim to further amplify the global presence of Chinese cinema.

The initiative’s launch event was graced by representatives from various sectors, including CMG, the film bureau of the Central Committee of the Communist Party of China, major Chinese film production companies, distribution firms, studios, travel agencies, and the Silk Road International Film Festival. As China embraces this unprecedented fusion of cinema and travel, it sets the stage for greater cultural exchange and understanding on a global scale, enticing international visitors to not just watch the stories of Chinese filmmakers but also to explore the vibrant landscapes that inspired these films.

With the wave of excitement surrounding Ne Zha II and the launch of this innovative initiative, China is poised to attract a significant influx of international visitors eager to discover the magic of its cinematic universe while experiencing the rich tapestry of its culture firsthand.