As millions across the Chinese mainland embark on their eight-day National Day and Mid-Autumn Festival holidays, an unlikely source is reshaping travel itineraries: the silver screen. The sports drama Row to Win has transformed its filming locations in Fujian Province into cultural hotspots, blending cinematic allure with real-world exploration.
Shishi city and Wulin village, coastal gems featured prominently in the film, reported a 30% year-on-year surge in visitors during the holiday's first two days alone. Over 130,000 travelers flocked to experience the rugged coastlines and traditional village life depicted in the movie, according to Shishi's tourism authorities.
Local businesses have capitalized on the trend, offering rowing workshops and film-themed cultural fairs. 'Visitors want to taste the persimmons our characters ate and try rowing in the same waters,' explains Wulin homestay owner Lin Mei. The phenomenon reflects a growing preference for immersive, story-driven travel experiences across China's domestic tourism market.
Analysts note such film-induced tourism spikes are becoming key drivers for regional economies, particularly in lesser-known destinations. As travelers seek alternatives to crowded urban attractions, local governments are increasingly partnering with filmmakers to showcase regional heritage through entertainment.
