The release of the Chinese animated film Nezha 2 has led to a significant increase in tourism, particularly in areas linked to mythological stories and landmarks featured in the film.
One prominent example is the Cuiping Mountain Scenic Area in Yibin City, located in Sichuan Province. The area’s Nezha Palace, built in 1991 and inspired by the Nezha myth, has seen a notable rise in visitors since the movie’s release.
“Typically, tourist numbers drop after the Spring Festival holiday, but since February 1, the flow of visitors has actually increased and continues to rise,” said a spokesperson for the scenic area.
From February 1 to 15, Nezha Palace welcomed approximately 65,000 tourists, nearly three times as many as during the same period last year. The highest daily attendance reached 8,000, with an average of about 4,000 visitors each day.
Data from the travel platform Fliggy reveals a surge in searches for destinations associated with Nezha. Between January 31 and February 6, searches for Yibin and Jiangyou, both in Sichuan, surged by 225% and 453%, respectively.
Zhang Kai, deputy director of the Xixia Cultural Tourism Development Service Center in Henan Province, noted that the film’s success has had a similar impact on tourism in his region. Attractions like the Nezha Ancestral Temple and the Chentangguan Ruins, Nezha’s birthplace, have seen increasing popularity.
Hotel bookings in Xixia have nearly doubled, and overall tourism numbers have grown by 18%. Zhang said revenue in the county has risen by 13.2%, benefiting industries such as dining and lodging.
To further capitalize on the film’s success, Xixia County has partnered with seven local attractions to offer free entry for visitors who present Nezha 2 movie tickets.
In other regions, tourism authorities have also created cultural projects tied to the film. The Nezha statue along Jiaozi Avenue in Chengdu, Sichuan, for instance, has become a popular spot for photo opportunities.
“At night, the screens on the Chengdu Twin Towers at Tianfu International Financial Center light up with images of Nezha and Ao Bing, creating a stunning visual display for visitors below,” said Zhang, a local resident. “It feels like Chengdu has become a ‘Nezha city.’ I love seeing the characters from Nezha 2 come to life.”
Tourism expert Professor Zhang Lingyun commented that this rise in tourism reflects China’s growing cultural confidence and the advancements in domestic film production and technology.
“Using movies to boost tourism is a new trend that depends on the quality of the production, audience reception, and box office performance,” Zhang explained. “This model of integrating culture and tourism creates a unique experience for tourists through innovative film content and immersive activities.”
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