The Evolution of ‘Set-Jetting’: From Screen to Destination
The concept of “set-jetting”—traveling to locations featured in films—is evolving from a niche hobby into a strategic economic driver. The recent “Follow the Movies to Travel” initiative for the 2026 May Day holiday illustrates a shift toward deep integration between the cinema and tourism sectors.
Rather than simply visiting a city, travelers are now seeking “cinematic footprints.” For instance, the film Blood-Soaked Kunniu Mountain utilizes real-life battle sites in Shiqian, Guizhou, effectively turning historical geography into an immersive educational experience for tourists.
This trend suggests a future where movies serve as high-definition brochures for regional tourism, pushing travelers beyond primary hubs and into lesser-known districts like the battlefields of Guizhou or the oases of Xinjiang.
Seamless Integration: The Future of Theme-Based Transit
The next frontier in cultural tourism is the removal of friction between the viewing experience and the travel experience. We are seeing a transition toward “bundled” entertainment ecosystems where transportation becomes part of the narrative.
The introduction of movie-themed flights and high-speed rail lines marks a significant step in this direction. By collaborating with China Railway and various airlines, the “Follow the Movies to Travel” campaign transforms a standard commute into a thematic journey.
Future trends indicate that this will expand into “integrated itineraries” involving catering and hospitality. When a traveler books a themed flight to a city like Guangzhou to explore the urban vibes seen in the film The Tooth, the experience is no longer just about the destination, but a curated journey that mirrors the film’s atmosphere.
For more on how integrated travel is changing, explore our guide on sustainable tourism trends or visit the National Film Administration for official industry updates.
Transforming Local Landscapes into Cultural Landmarks
Cinematic tourism has the power to redefine the “brand” of a city or region. By highlighting specific local textures—such as the “city smoke and fire” of Guangzhou’s Wuyang Recent City or the melodies of the Twelve Muqam in Xinjiang—films create emotional anchors for potential visitors.
The film Wan Tong Shu, for example, showcases Xinjiang’s diverse landscapes, from the Gobi Desert to the Silk Road ancient cities. This transforms the region from a general destination into a specific cultural quest for the viewer.
As this trend grows, cities like Chengdu, Yibin, Chongqing and Xiamen are likely to further integrate their local catering and hospitality industries with movie-driven narratives to increase the average spend per tourist.
Diversifying the Cinematic Experience
The diversity of the 2026 May Day lineup—ranging from revolutionary history and suspense to animation and documentaries—shows that “movie tourism” is not limited to one demographic.
- Educational Tourism: Documentaries like Moon Landing (Part 1), focusing on the Chang’e 6 mission, drive interest in aerospace history and the spirit of scientific exploration.
- Urban Exploration: Suspense films like Cold War 1994 revitalize interest in the specific historical atmospheres of cities like Hong Kong.
- Family Leisure: Animations such as Eggman Movie: Speed Hero attract family demographics to theme parks and related merchandise hubs.
This diversification ensures that the “Movie + Tourism” model is evergreen, appealing to history buffs, thrill-seekers, and families alike.
Frequently Asked Questions
What is the “Follow the Movies to Travel” initiative?
We see a融媒体 (converged media) activity launched by CCTV News and the National Film Administration to promote tourism by linking movie filming locations and stories with travel routes.
Which regions are highlighted in the 2026 movie-tourism routes?
Key regions include Beijing, Shanghai, Guangdong (specifically Guangzhou), Guizhou (Shiqian), and Xinjiang.
How can travelers participate in these themed journeys?
Through specialized movie-themed flights and high-speed rail lines, as well as promotional activities like movie ticket draws and travel discounts offered in collaboration with airlines and China Railway.
Which movie location is on your bucket list for the next holiday? Let us know in the comments below or subscribe to our newsletter for more travel insights!
