Late summer data already revealed that Chinese travelers are more eager than ever to head abroad and explore new destinations, but Chinese Golden Week 2024, celebrated from October 1st to 7th, was an exciting confirmation of how quickly this trend is growing.

Outbound tourism reached impressive new highs, even surpassing pre-pandemic levels in some overseas locations. While popular spots in Asia like Japan, South Korea, and Thailand held their ground as top choices, European favorites—including France, Italy, and the UK—also saw a significant influx of Chinese tourists. Perhaps most intriguing, however, is the shift in travel motivations: luxury shopping is gradually giving way to a desire for more immersive, unique, and adventurous experiences that allow a deeper connection to the local culture, showing how the emotional factor is taking on a leading role in the world of tourism as well.

We all know it: the way people travel has changed radically over the past few years. Today’s travelers are much more informed, with access to an incredible array of information that was unimaginable just a decade ago. But where does all this information come from? And if shopping is no longer the main reason for Chinese tourists to travel, what drives them now? The answer lies in what surrounds us daily: mass media.

Heading overseas to visit famous film and TV locations is nothing new, but for a growing number of Chinese tourists—especially younger generations—TV dramas, movies, and even video games are taking center stage in influencing their destination decisions. Films hold enormous sway in destination marketing: how a city or country appears on screen can shape the way viewers perceive it, often awakening a longing to step into its world and experience its atmosphere firsthand. This desire for experience fosters deep emotional connections for Chinese travelers venturing abroad. Recent research from Mafengwo highlights how pop culture has become a major force behind the rise in domestic tourism this year, with destinations like Xinjiang and Shanxi enjoying newfound appeal thanks to their depiction in popular media. This trend has shown similar promise for international travel, echoing the powerful influence pop culture had on outbound tourism just a few years ago. A 2018 study found that, after watching movies or TV dramas, South Korea ranked as the top destination Chinese tourists aspired to visit, closely followed by Thailand and the United States.

Digital media has also emerged as a significant driver in shaping destination choices for Chinese tourists. Xiaohongshu, for example, has gained enormous popularity, becoming a highly trusted resource for Chinese travelers seeking inspiration for their next adventures overseas.

"Meet Yourself" turns Dali into a tourism hotspot

Last year, the city of Dali in Yunnan province saw a massive wave of tourists flocking to its picturesque landscapes, all thanks to the phenomenal success of the TV drama Meet Yourself. The show’s appeal owes much to its idyllic rural scenery, which inspired audiences to visit the real-life locations and feel like part of their favorite series. This trend illustrates the power of TV dramas as impactful tools for local tourism authorities in China, bringing a destination’s unique charm and culture to life through captivating storytelling. The series’ popularity directly stimulated tourism in Yunnan, with visitor numbers spiking during the 2023 Spring Festival holiday.

The relationship between Chinese TV dramas and online communities further enhances this phenomenon, as enthusiastic fans share information about the series and its filming sites across social media. For these travelers, visiting a beloved TV drama location goes beyond a simple trip; it’s an opportunity to immerse themselves in a world they’ve only known virtually and to step away from everyday life, even if just for a while.

From "Lost in Thailand" to "Game of Thrones": How film locations inspire Chinese travelers

Hit movies have had a significant impact on international tourism as well, with the Chinese comedy Lost in Thailand providing a prime example. Released in 2012, this unexpected blockbuster showcased Thailand’s beautiful northern city of Chiang Mai. By early 2013, the film had earned over 1 billion RMB, causing a huge increase in Chinese visitors eager to see the movie’s iconic locations for themselves.

More recently, Game of Thrones—despite facing heavy censorship in China—has also motivated many Chinese tourists to visit filming locations, especially in Northern Ireland. Data from Ctrip shows that the series has boosted interest in destinations like Croatia, Northern Ireland, and Iceland among Chinese travelers. Ireland, in particular, has capitalized on its status as a Game of Thrones hub, turning its locations into must-visit spots for fans looking to experience the breathtaking landscapes they’ve seen on screen.

The Xiaohongshu effect

For Chinese travelers, Xiaohongshu has become the essential travel companion, shaping where to go and what to do through a rich collection of user-generated content (UGC). With over 200 million active users—many of them high-spending young adults—the app provides real, trusted recommendations that resonate far more than brand ads or influencers. Unlike Western travelers, who frequently rely on friends and family for travel tips, Chinese users look to Xiaohongshu as their go-to source for inspiration—especially when it comes to discovering hidden gems and unique experiences. This visually captivating platform is perfect for destinations aiming to boost their popularity: providing a direct route to connect with curious travelers and build brand awareness, it’s far simpler than WeChat’s more complex entry requirements.

Drawn by a love for pop culture, Chinese tourists are heading to destinations that echo the magic of their favorite films and TV shows. This wave offers DMOs a unique partnership opportunity with the entertainment world, bringing stunning landscapes and historic sites on the big screen. By highlighting local traditions and establishing a strong presence on Xiaohongshu, tourism marketers can connect with travelers in search of journeys that bring their beloved stories to life.