On April 18, 2024, the “China Film Consumption Year” officially kicked off in Beijing, co-hosted by the China Film Administration and China Media Group. As a key component of the series of events, the “Traveling China Through Movies” film-themed tourist train project was also launched. On April 19, the maiden journey of the “Yichun Train” departed from Harbin Station, marking a new chapter in the innovative integration of film and tourism.
The “Yichun Train” carried over 100 tourists from countries including Singapore and Malaysia on an immersive cultural journey combining film and tourism. Jointly organized by China Railway Harbin Group Co., Ltd., the Film Channel Integrated Media Center, 1905.com, and Yichun Tourism Development Group, the train exemplifies the collaborative efforts of the China Film Administration and China State Railway Group to promote cross-sector integration of “film + tourism.”
The “Traveling China Through Movies” initiative aims to leverage the cultural appeal and consumption-driving power of film to create new tourism consumption experiences and enhance the public’s sense of satisfaction and happiness in travel. By integrating cinematic elements into the train environment and travel experience, the project enriches railway culture while promoting local cultural and tourism resources, creating a new type of appealing travel product.
Aboard the “Yichun Train,” passengers not only enjoy the scenic northern landscapes but also engage in a range of film-centered cultural activities. Special zones have been set up on the train for movie screenings, classic soundtracks, and cultural product displays, showcasing outstanding films such as Snow Leopard and Her Friends and The Empress of the Liao Dynasty, both set against the backdrop of northeastern China’s natural and cultural heritage. Classic film soundtracks themed around the region also play throughout the journey, immersing passengers in a rich cinematic atmosphere.
Train interiors are decorated with themed posters and introductions to films shot in northeastern China, allowing travelers to experience the charm of Chinese cinema as they enjoy the view. Additionally, the train hosts activities such as film discussions, movie trivia, and cultural workshops to enhance interactivity and enjoyment, offering international visitors deeper insights into Northeast China’s culture during the journey.
This innovative format has received enthusiastic responses from travelers at home and abroad. Many tourists from Southeast Asia described the journey as an unprecedented travel experience—an opportunity to appreciate the vast landscapes of China while resonating emotionally with the stories portrayed on screen. They called it the most “City” (modern and immersive) way to travel.
In addition to the “Yichun Train,” another representative of the “film + tourism” model, the “Traveling with Movies” Panda Train, departed from Chengdu on April 13. This train route includes stops in Lincang, Jianshui, and Mengzi in Yunnan Province, featuring film locations from movies such as Candle in the Tomb: The Worm Valley and Taste of Rice Flower. The journey also includes film soundtrack appreciation, interactive games, and classic movie screenings, creating a unique audiovisual travel experience. The Panda Train pays special attention to the elderly market, screening nostalgic films such as Five Golden Flowers and Ashima, which highlight Yunnan’s cultural charm and evoke fond memories.
The launch of both the “Traveling with Movies” and “Traveling China Through Movies” tourist trains signifies deeper integration between film and cultural tourism while breathing new life into regional tourism industries. A representative from the Lincang Municipal Bureau of Culture and Tourism noted that the exposure brought by the film train has offered Lincang an unprecedented promotional opportunity. This novel integration of culture and tourism is expected to inspire more travelers to step into real-life film settings, further supporting cultural communication and tourism-driven economic growth.
In 2024, Chinese cinema is entering everyday life in increasingly diverse ways. As the global “China fever” continues to rise, more international audiences are discovering and connecting with China through films. The launch of these film-themed tourist trains represents a dual endeavor in cultural export and tourism innovation. It showcases the new achievements of China’s railway and cultural tourism integration and uses the power of film to bridge cultures and foster people-to-people exchanges.
Looking ahead, the China Film Administration and the railway sector plan to develop more themed trains tailored to market demand, such as tours for seniors, red tourism (revolution-themed), and educational trips. Film is no longer confined to the screen—it is becoming a tangible journey, linking past and future, connecting China with the world, and telling the dynamic stories of a new era through the rhythm of a moving train.
