LONDON – China's cultural and tourism sectors took center stage at the 2025 World Travel Market in London this week through an innovative fusion of cinema and destination marketing. The debut of "China Travel with Chinese Films" – a collaborative project by the China Film Administration and China Media Group – drew global attention to lesser-known heritage sites and modern attractions through immersive storytelling.
Screen Magic Meets Scenic Wonders
The China Pavilion featured interactive VR experiences recreating iconic film locations, from the misty peaks of Huangshan Mountain to Shanghai's neon-lit Bund. Visitors explored digital replicas of UNESCO sites featured in historical dramas and sampled regional cuisines showcased in popular culinary documentaries.
Economic Synergy in Focus
Industry analysts noted the initiative's potential to boost post-pandemic tourism recovery, with 78% of surveyed travel agencies expressing interest in new film-themed tour packages. "This creates dual opportunities," said Mei Lin, a cultural economist. "It drives tourism while giving international audiences deeper context about China's regional diversity."
Diaspora Engagement Through Cinema
Special screenings of diaspora-focused films like Moonlight in Canton attracted overseas Chinese visitors, with organizers noting strong interest in genealogy tourism programs. The pavilion's augmented reality family tree feature allowed users to virtually "visit" ancestral villages depicted in cinematic narratives.
