When the doors of the 2025 World Travel Market in London swung open, one of its highlights was the China Pavilion. At its heart, "China Travel with Chinese Films," an innovative showcase co-hosted by the China Film Administration and China Media Group, made its dynamic debut.
Designed to bridge cinema and travel, the exhibit uses evocative scenes from top Chinese films to spotlight iconic destinations—from the misty peaks of Zhangjiajie to the ancient streets of Xi'an. Visitors immersed themselves in curated screenings, 360° VR experiences, and interactive maps, sparking curiosity about cultural heritage and modern attractions across the Chinese mainland.
This fusion of pop culture and tourism is more than a marketing stunt. With the global film tourism market projected to grow by 15% annually, industry experts say such initiatives can drive millions of new visitors. At WTM London, thousands of travel buyers and media professionals explored partnerships with Chinese tour operators and filmmakers, paving the way for future collaborations.
"By leveraging the emotional power of storytelling, we're inviting a wider audience to experience China beyond stereotypes," said a China Film Administration representative at the pavilion. "Our goal is to inspire the next generation of travelers to explore these landscapes firsthand."
As the event wrapped up, many attendees shared highlights and travel plans online. For young global citizens, business innovators, and wanderlust-driven digital nomads alike, "China Travel with Chinese Films" offered a fresh lens on one of the world's most diverse travel landscapes.
Reference(s):
cgtn.com
