In the context of modern tourism, which increasingly focuses on personalized experiences and cultural values, integrating elements of art and entertainment into tourism products is opening up a promising development direction. From performing arts, music, and cinema to e-sports, these creative combinations not only enrich travelers' journeys but also contribute to building unique destination brands, boosting economic growth, and spreading cultural identity. Let’s join Vanyee in exploring six hot trends in the development of “Culture and Tourism.”

1. Performing Arts + Tourism
In the “Domestic Tourism Enhancement Plan (2023–2025)” by the Ministry of Culture and Tourism, expanding the scope for tourism-performing arts integration has become a crucial focus. By innovating unique performing arts projects, the new model of “Performing Arts + Tourism” enriches the tourist experience while stimulating consumption across multiple sectors, such as dining, retail, hospitality, and transportation. This approach not only injects new vitality into local economies but also enhances city branding and cultural influence, driving the tourism industry toward high-quality development.

2. Music + Tourism
The concert market in 2023 witnessed explosive growth, with China's performance market projected to exceed 90 billion RMB. Cross-city concert attendance has become a prominent trend. The booming "concert economy" has spurred comprehensive development of supporting industries and deepened integration with tourism, online performances, and the nighttime economy, fostering a diverse ecosystem. The innovative model of “Music + Tourism” boosts city visibility and reputation, creating synergies between the cultural tourism industry and other sectors to achieve mutual benefits and drive economic prosperity.

Cre pic: Xiaohongshu

3. Film + Tourism
In 2023, the popularity of the TV drama “The Knockout” brought the city of Jiangmen into the spotlight, with themed foods like pork knuckle noodles becoming trendy. The deep integration of film IP with local culture revitalized cultural tourism and positioned Jiangmen as a national focal point. This successful case of “Film IP + City” demonstrates the transformative power of cultural innovation in tourism, paving new pathways for cities to create distinctive branding and attract tourists.

4. Reality Shows + Tourism
Travel-themed reality shows have gained significant traction in recent years, especially among young audiences. According to a report by MaFengWo and the China Tourism Academy, over a quarter of Chinese travelers are inspired by reality shows to explore the destinations featured in the programs. The emotional resonance and immersive atmosphere created by these shows encourage viewers to visit cities and attractions, achieving a win-win dynamic between the programs and the tourism industry.

5. Theater + Tourism
Theater is a shining gem of the cultural tourism industry, serving as a cultural ambassador for cities. By centering on theatrical culture, this model meets the growing demand for spiritual and cultural experiences while fostering innovation in theatrical arts. The synergy between theater and tourism enables vibrant cultural and economic co-development, creating vivid cultural landscapes that enrich communities and sustain local tourism growth.

The theater project "Legend of  Forest" by Vanyee

6. Esports + Tourism
The thriving esports industry has given rise to diverse cross-sector integration models encompassing fashion, gastronomy, and cultural tourism. With the increasing popularity of esports events, the “Esports + Tourism” model has emerged as a new trend. Hosting esports tournaments, conventions, and exhibitions attracts global enthusiasts, establishing a distinctive esports-themed event tourism experience.

In conclusion, the integration of culture, entertainment, and tourism not only offers fresh and enriching experiences for travelers but also serves as a driving force for economic growth, enhancing the image and cultural influence of localities. Trends such as "Performing Arts + Tourism," "Music + Tourism," and "Esports + Tourism" demonstrate tremendous potential when implemented effectively. In the future, innovation and deeper cross-sector integration promise to create sustainable development models that better meet the increasingly diverse demands of both residents and tourists, ushering in a new era for the cultural and tourism industries.