Recently, the domestic film "Ne Zha: The Magic Child Roars in the Sea" (hereinafter referred to as "Ne Zha 2") has topped the global box office in a single market and continues to be popular. In the cinema, the audience's enthusiasm for watching movies is high, and the cinema is constantly screening movies; Outside the cinema, cities with high levels of "zha content" such as Yibin and Jiangyou in Sichuan have also been promoted to popular tourist destinations. In recent years, the popular trend of "film and television+cultural tourism" has emerged frequently: "Crazy Storm" has made Jiangmen, Guangdong famous, "My Altay" has sparked a tourism boom in Xinjiang, and "Go to a Windy Place" has increased the search volume of Fengyangyi Village in Dali by 50 times... During this year's Spring Festival, films such as "Ne Zha 2", "Tang Dynasty Detective 1900" and "Fengshen", along with related tourist destinations, once again added a flame to the linkage between film and tourism from "hot screening" to "hot travel". On February 8th, Mr. Li, a resident of Chengdu, specifically came to Jiaozi Avenue to check in on the Nezha sculpture after watching "Nezha 2". The light rain outside did not affect the enthusiasm of tourists who also came to queue up to check in. Finding the same scenes, experiencing the same plot, and tasting the same food in film and television works offline has become an important way for film and tourism collaboration in recent years. The integration of the film and television industry chain and the tourism industry chain is increasingly stimulating strong development momentum. In 2023, one week after the popular drama "Go to a Windy Place" premiered, the search volume for tourism in Yunnan skyrocketed. The main filming location, Fengyangyi Village, saw a 50 fold increase in search volume, and the number of tourists visiting Fengyangyi Tea Horse Ancient Road increased nearly 10 times. In 2024, the TV series' My Altay 'became popular, and nearly 900000 visitors flooded into Altay during the subsequent May Day holiday, driving a year-on-year increase of over 57% in local tourism revenue. This year is no exception. The top stream of the Spring Festival season, Nezha 2, has once again upgraded the "film and television+cultural tourism" mode, presenting a trend of multiple blooming points. According to data from Tongcheng Travel, after the movie was released, the search volume for "Nezha" related tourism increased by more than 5 times year-on-year. Cuiping District in Yibin, Sichuan Province, saw a year-on-year increase of over 34% in hotel bookings during the Spring Festival period, thanks to themed attractions such as Nezha Palace, Nezha Cultural Experience Hall, and Nezha Happy World; In Hexi District, Tianjin, driven by the dual IP of Chentangzhuang and Nezha Town, hotel bookings have increased by over 60% year-on-year... Industry insiders say that thanks to the popularity of high-quality film and television works, the popularity of "film and television+cultural tourism" is no longer limited to linkage with one city and one scenery, but is becoming more integrated and performative across the entire region. From popular cities to niche attractions, from inland culture to border scenery, film and television IPs are reconstructing the cultural and tourism landscape from point to area. In order to retain the traffic of "following movies to check in at popular attractions", places and scenic spots that smell the opportunity of "film and television+cultural tourism" have been vigorously innovating consumer formats, such as film and television theme parks and film and television tourism towns, accelerating the emergence of the cultural tourism market. The architectural details are exquisite, and the interactive design feels like being in a movie world At the filming location of the movie "Detective Tang 1900" in Leling Film and Television City, Shandong, tourist Xiao Qi from Binzhou, Shandong, spent the whole day experiencing the details of the film and television city and praised it repeatedly. According to Xu Tianrui, the manager of the marketing center of Leling Film and Television City, the film and television city will open a "Chinatown themed park" for a limited time during the Spring Festival. In 7 days, the park has received 150000 visitors, and the surrounding commercial districts and scenic spots have attracted nearly 700000 visitors, with a year-on-year surge in tourist numbers. By replicating the scenes of San Francisco's Chinatown in a 1:1 ratio, tourists can not only check in at the same movie slot, but also participate in the live action RPG drama tour 'San Francisco's Great Joy' and interact with hundreds of NPCs to unlock the plot Xu Tianrui told reporters. 400 kilometers away, in front of the rammed earth wall of the Youli City ruins in Tangyin County, Anyang City, Henan Province, a staff member playing the role of Jiang Ziya fishing in the Wei River was immediately surrounded by tourists asking for divination symbols as soon as they threw out a bamboo pole. Taking advantage of the hot screening of the "Fengshen" film series, the scenic area has launched an immersive tourism product called "Fengshen Universe", featuring a variety of performing arts activities and NPC interactive experiences. The combination of movie popularity and Zhouyi culture has attracted a large number of tourists and brought us strong popularity, "said Ji Lan, deputy director of the Youli Zhouyi Museum. Following movies to check in at popular attractions is not just about taking photos as a souvenir, tourists are more enthusiastic about interactive and experiential travel Professor Yin Jie from the School of Tourism at Huaqiao University stated that the emergence of innovative formats reflects a new trend in consumer travel preferences, and people hope to participate in activities related to movies to gain a deeper experience. Exploring the potential of film and tourism linkage: "The potential of 'film and television+cultural tourism' is great." Yin Jie believes that the audience of film and television is extremely broad, covering people of different ages, genders, regions, and cultural backgrounds. The film and tourism industries can leverage platforms such as international film festivals and tourism exhibitions to jointly promote movies and tourist attractions, and expand market boundaries. The surging passenger flow has also put forward higher requirements for the reception capacity of tourism service companies. The person in charge of a tourism service company in Sichuan told reporters that they are continuously improving and optimizing related supporting facilities and services, strengthening the training of tourism service personnel, and leveraging the drainage effect of film and television dramas to enhance tourist satisfaction. The linkage between film and tourism ignites a new engine for upgrading the cultural and tourism industry. How can this "fire" be better ignited? In this regard, Yin Jie analyzed that cultural and tourism development needs to break through the single dependence on film and television popularity, and instead deeply cultivate local cultural connotations. To avoid superficial development such as scene replication, create distinctive products with cultural memory carriers, and build a sustainable IP transformation ecosystem. We not only need to break through the circle with the help of film and television traffic, but also need to deeply explore cultural genes and achieve the symbiosis of film and tourism, "said Yin Jie. Industry insiders believe that the integration of film and cultural tourism is a systematic project that requires refined operational strategies and long-term development vision. At the film and television level, it is necessary to further explore and endow relevant scenes with profound cultural connotations and symbolic meanings; In terms of culture and tourism, it is necessary to ensure the completeness of supporting facilities at scenic spots, enhance cultural identity and tourists' sense of gain. (New Society)