After the huge success of the animated film "Na Zha 2" at the Chinese box office, an unexpected tourist destination has become "famous", that is Thuy Binh Son scenic area in Nghi Tan, Sichuan province. "Normally, the number of visitors to scenic areas will decrease after the Spring Festival, but since February 1, the number of visitors has not decreased, but even increased," said a representative of the scenic area.
The peak number of visitors in a day at Na Tra Palace reached about 8,000 people during the Tet holiday, while the average number of daily visitors was about 4,000. From February 1 to February 15, Na Tra Palace welcomed a total of 65,000 visitors, nearly three times more than the same period last year.
The combination of traditional culture, modern technology and the film's strong viral effect has created a remarkable phenomenon.
As of February 6, searches for Nezha-related destinations such as Yibin and Jiangyou in Sichuan have surged. According to data from travel platform Fliggy, searches for Yibin increased by 225%, while Jiangyou increased by 453%.
“I visited Beijing, Shanghai, Xiamen and Xi’an after watching Ne Zha 2. I thought the history of the animation was very interesting and wanted to go there to explore it. This is a good way to promote tourism and spread Chinese culture and history. Obviously, everyone knows this movie,” Bohan, a Spanish tourist, told CCTV News.
The movie Na Tra 2: Ma Dong Noi Hai has entered the top 10 highest-grossing movies globally, reaching a revenue of nearly 1.7 billion USD worldwide.
Besides Sichuan, Xixiang County, Henan Province is also a locality that has benefited from the "Na Zha 2" fever. This place owns many destinations related to the legend such as the Na Zha ancestral temple and the Tran Duong pass, the hometown of this legendary character. According to Mr. Truong Khai, Deputy Director of the Xixiang Cultural Tourism Development Center, the number of tourists visiting the above locations has increased sharply.
Compared to the same period last year, the number of tourists to Tay Hiep district increased by 18%. The number of hotel bookings also nearly doubled after the movie was released. In addition, tourism revenue in the area recorded an increase of 13.2%, leading to the development of the food and accommodation service industries. In order to further promote tourism, Tay Hiep authorities have cooperated with seven major tourist destinations in the district to launch a promotion program. Accordingly, tourists with tickets to see the movie "Na Tra 2" will receive free entrance tickets and free travel experiences at some tourist attractions.
"Na Tra: Ma Dong Noi Hai" is successful because it pleases both young and adult audiences with its profound content and beautiful effects.
Not only in Henan and Sichuan, many other localities in China are also taking advantage of the film's appeal to develop tourism. In Chengdu, Sichuan province, the statue of Na Zha on Jiaozi Avenue has become a popular tourist attraction. According to local residents, this place is always crowded with visitors taking pictures, especially at night. Every time the screen of the Chengdu Twin Towers at Tianfu International Finance Center lights up with images of Na Zha and Ao Bing from the film, a series of tourists gather below to capture this special moment.
The success of the film boosted China's tourism industry.
Experts say that the wave of tourism "following" "Na Tra 2" is not just a temporary phenomenon, but also reflects China's growing confidence in its domestic culture. According to Professor Truong Linh Van, Editor-in-Chief of Tourism Magazine, combining cinema with tourism is becoming a new trend, full of potential.
The success of this tourism model depends on many factors, in which the quality of film production, audience reception and box office revenue play an important role. "Na Tra 2" has fully met these criteria, creating an unprecedented tourism "fever".
Along with the explosion of the film, factors related to Guiyang city in Guizhou province have also fueled the tourism market here.
Professor Truong Linh Van emphasized that, unlike traditional tourism based on cuisine or landscape, the film-based cultural tourism model offers a richer experience through creative products and immersive activities. Tourists do not simply admire the landscape, but also "live" in the world of their favorite movies, transform into characters and experience emotional stories.
"Na Tra 2" has created a "domino effect", leading to the development of many other service industries such as restaurants, hotels, souvenir shops... This shows the great potential of cultural tourism in promoting the local economy.
The success of "Na Tra 2" is also a testament to China's growing international presence. The film not only attracts domestic audiences, but also spreads to many countries around the world, contributing to promoting Chinese culture and image.
In the future, China can continue to exploit the potential of cultural tourism, creating unique and attractive tourism products to attract tourists from all over the world. Combining cinema with tourism not only brings economic benefits, but also contributes to raising public awareness of the country's culture, history and traditions.
"Na Tra 2" has opened a new direction for China's tourism industry, while affirming the country's position as a "cultural power" in the world.
