Set-Jetting Surge: Chinese TV Dramas Ignite Historic Tourism Boom

The tranquil ruins of Luoyang’s ancient palaces now echo with modern footsteps as visitors recreate scenes from hit historical dramas. This summer, China’s “set-jetting” phenomenon – travelers flocking to locations featured in popular shows – has transformed cultural sites into viral tourism hotspots, blending entertainment with immersive heritage experiences.

Historic Backdrops Drive Modern Tourism
China’s film-induced tourism wave intensified as The Litchi Road (2024), adapted from Ma Boyong’s novel, sent travelers tracing the 8,000-kilometer Tang Dynasty lychee transport route from Guangdong to Xi’an. Chen Yingwu, a tourist from Hunan, exemplifies this trend: “The series inspired our Guangzhou trip. Though we missed peak lychee season, tasting fruit at its origin felt profoundly connected to history.” Provincial tourism boards report visitor spikes exceeding 40% at key filming sites since the show’s premiere, according to China Daily’s July data.

Simultaneously, Luoyang in Henan province leveraged In the Name of Blossom – a Tang-era romance sequel – by launching palace carnivals where costumed performers interact with visitors. “We’re expanding themed activities this summer to deepen the Tang cultural immersion,” a city official confirmed. These initiatives mirror successes in Dali (featured in Meet Yourself) and Xinjiang’s Altay (To the Wonder), where 2023 visitor numbers surged by 60% post-broadcast.

Sustaining the Screen-Travel Synergy
While instant tourism booms are welcome, experts emphasize converting fleeting interest into lasting appeal. Zhang Jinshan, Beijing Union University tourism researcher, notes: “TV series provide unmatched emotional resonance. Viewers don’t just see landscapes – they feel stories unfolding there.” However, he cautions destinations must enhance infrastructure and diversify experiences beyond photo ops.

Travel platforms like Tuniu verify this demand spike. Vice President Qi Chunguang observes: “One compelling scene or image can ignite travel desires overnight. Our Litchi Road-themed tours sold out within 72 hours of the finale.” Industry analysts recommend:

• Augmented reality integrations at ruins for interactive storytelling
• Local artisan workshops teaching Tang-era crafts like peony cultivation
• Seasonal festivals aligning with filming timelines to maintain engagement

Beyond the Hype: Cultural Preservation Meets Commerce
The set-jetting wave underscores television’s power as cultural ambassador. When Flourished Peony (the prequel to Blossom) aired in January, Luoyang partnered with historians to ensure set designs accurately reflected Tang architecture and costumes – a detail enthusiasts appreciate. “These shows make history tangible,” explains Chen while exploring Guangzhou’s lychee markets. “You taste what imperial couriers raced against time to deliver.”

As screen-inspired travelers walk the cobblestones of ancient capitals and savor heritage foods, they’re not just chasing fictional narratives—they’re rediscovering living history. Local economies benefit, but the true victory lies in revitalizing cultural pride. For your next journey, let China’s stories guide your itinerary: visit tourism boards of Henan, Guangdong, and Yunnan to plan your own set-jetting adventure before peak seasons end.

Must Know

Q: What exactly is “set-jetting”?
A: Set-jetting refers to traveling to destinations featured in films or TV shows. In China, recent historical dramas like The Litchi Road have driven significant tourism to cultural sites, with visitors seeking immersive connections to the stories.

Q: Which locations saw the biggest tourism increases?
A: Luoyang (Henan), Guangzhou (Guangdong), and Dali (Yunnan) reported over 40% visitor growth after being featured in In the Name of Blossom, The Litchi Road, and Meet Yourself respectively, per China Daily.

Q: How are cities capitalizing on this trend?
A: Destinations like Luoyang launched interactive carnivals with costumed performers and Tang Dynasty-themed activities. Tourism boards now collaborate with production teams early to maximize exposure.

Q: Does set-jetting benefit local communities?
A: Yes. Beyond hotel and restaurant revenue, it creates jobs for cultural performers, artisans, and tour guides. Xinjiang’s Altay region saw homestay bookings triple after To the Wonder aired.

Q: When is the best time for a set-jetting trip?
A: Visit during filming anniversaries or when locations host themed festivals (e.g., Luoyang’s peony blooms in April-May). Avoid holiday peaks for better immersion.

Q: Can this trend preserve cultural heritage?
A: Experts believe so. Increased tourism funding often supports restoration. Zhang Jinshan notes, “When visitors emotionally engage with history, they become conservation advocates.”