In Northeast China, a new travel trend is booming: movie tickets are starting to become travel vouchers for movie fans, encouraging them to visit iconic locations for recently released movies. This is an innovative way of tourism, especially in the northeastern province of Heilongjiang, where many low- and medium-budget films, especially those reflecting Chinese folk culture, have become a dazzling new star in the history of Chinese cinema in recent years.

One of the most popular movies of 2025 is “Take Off.” This charismatic and whimsical film tells the story of an eccentric man from the Northeast who has spent his life pursuing his dream of flying. Filmed entirely in Harbin, Heilongjiang Province, China, the film drives footfall to local tourist attractions such as the Dragon Pagoda, making it a must-visit. It can be seen that the combination of film and tourism has become a new trend and an effective tool to promote regional tourism development.

The rise of movie-themed tourism: a key growth driver for Heilongjiang’s economy

The growing popularity of film tourism has had a notable impact on the economy of Heilongjiang. With “Takeoff” highlighting Harbin and its iconic Dragon Tower, the film transforms this landmark into a tourist hotspot As tourists flock to the tower, tourism-related businesses in Harbin are experiencing a surge in demand. The economic benefits of this trend from hotels and restaurants to local shops and travel agencies are clear.

The surge in tourist numbers is part of a broader trend, with tourism growth in Heilongjiang encouraging movie fans to visit filming locations with special promotions that combine movies and travel experiences. The “Screen plus Scene” promotion at Dragon Tower is an excellent example of how cinema tourism can enhance the visitor experience while contributing to …… Audiences who contribute to local economic development who present their movie tickets “Take Off” receive discounted tickets to the tower, thus creating a direct connection between cultural engagement and tourism.

Expand the travel experience: from cinema seats to scenic streets

By using movie tickets as travel vouchers, the “Explore While Watching” model creates a unique travel experience. Tourists can enjoy not only …… cinematic narrative but also the opportunity to immerse yourself in …… Among the real-world locations where the story was filmed. This model is in line with the global tourism trend, i.e., …… Travelers are increasingly seeking immersive experiences that combine entertainment with cultural exploration.

The opportunity to experience Harbin’s iconic landmarks firsthand “Take Off” elevates the city’s tourism attraction and creates new avenues for visitors to participate in the city’s historical heritage and cultural assetsIn addition, these film-inspired tourism projects also contribute to the preservation of local traditions and the promotion of cultural tourism to support both tourism enterprises and community development.

Broader implications for sustainable tourism growth

Integrating film tourism and sustainable tourism growth into China’s tourism development strategy by leveraging film to encourage travel to regions like Harbin can attract more diverse and sustainable tourism foot traffic. The city’s growing popularity and tourist destinations enhance its ability to offer eco-friendly travel experiences that connect travelers with nature, culture, and history in a sustainable way.

This sustainable tourism model also helps to ensure that the influx of tourists contributes positively to the local economy and not overwhelmingly natural environment. The “Screen plus Scene” promotion demonstrates how film tourism can support the local economy while promoting …… The protection of cultural heritage and the promotion of environmental sustainability.

Build a long-term sustainable tourism brand

As film tourism continues to grow, Heilongjiang Province is positioned for sustainable tourism development by focusing on local culture, ecotourism, and authentic experiences in the region is creating a tourism brand that is both inclusive and inclusive Be environmentally responsible. The success of the Dragon Tower promotion campaign is likely to inspire more tourism-driven initiatives, including film-themed tours, local artisan markets, and eco-friendly experiences that reflect the region’s commitment to …… The commitment to sustainable growth.

Through smart marketing strategies and strategic partnerships, the “screen plus scene” concept can be transformed into a global model how tourism and cinema can integrate these resources to enhance the visitor experience, promote cultural heritage, and support local economies. This approach not only benefits tourism but also raises awareness about the region. The natural beauty and cultural richness make it a fascinating destination for international travelers.

A new era of film tourism in Northeast China

Harbin’s “take-off” tourism and related initiatives are just the beginning of the trend of Chinese film-themed tourism. From cinema to travel experiences, China is forging a path towards a new generation of sustainable tourism products that integrate entertainment, culture, and heritage.

Heilongjiang Province, rich in history, culture and natural beauty, is working to create a leading destination for movie-themed tourism, welcoming visitors from all over the world to experience authentic and immersive travel. This trend is not only conducive to the development of tourism, but also to the protection of local customs and the long-term sustainable development of China’s tourism industry.