No longer deserted after spring break like every year, the blockbuster "Na Tra 2" is turning destinations associated with the Na Tra legend into tourist hotspots.
Since the box office hit of "Nezha 2" in China, the number of visitors to the scenic area of Chuipingshan in Yibin, Sichuan Province in the southwest of the country, has increased sharply. According to local reports, the tourist attraction of Nezha Palace, built in 1991 and inspired by mythological stories, has seen a surge in visitors.
"Normally, the number of visitors to scenic spots will decrease after spring break, but since February 1, the number of visitors has not decreased, but even increased," said a representative of the scenic spot.
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.
Last week, February 6, searches for Nezha-related destinations such as Yibin and Jiangyou in Sichuan surged. According to data from travel platform Fliggy, searches for Yibin increased by 225%, while Jiangyou increased by 453%.
The success of the film has also boosted tourism in Xixiang, Henan Province. Attractions such as the Na Zha Ancestral Temple and the Chen Tang Pass - the legendary home of Na Zha - are increasingly attracting visitors, according to Zhang Kai, deputy director of the Xixiang Cultural Tourism Development Center.
The number of tourists at major tourist attractions in the county increased compared to the previous year, while hotel bookings have nearly doubled since the film was released. Xixiang County recorded an 18% increase in visitors and a 13.2% increase in total tourism revenue, boosting the development of related industries such as catering and accommodation.
Xixiang has cooperated with seven major scenic spots in the county to launch a promotion program, offering free admission tickets and special travel experiences to visitors who own tickets to see the movie Na Zha.
Other localities are also actively implementing a series of cultural tourism activities related to the film. The Na Zha statue on Jiaozi Avenue in Chengdu, Sichuan, has become a famous tourist spot, attracting many visitors to take pictures, according to people living near this area.
"In the evening, when the Chengdu Twin Pagoda screens show images of Nezha and Ao Bing, the scene of tourists taking photos below is really spectacular," said Zhang, 27, who lives in Chengdu. She added that the city has become "Nezha City" as many houses have been decorated with images of the characters from the film.
The tourism boom reflects China’s growing interest in culture and the advancement of its film production team. Professor Zhang Lingyun, editor-in-chief of Tourism Tribune, said promoting tourism through film is a new trend. It depends on the quality of production and box office success.
"This form of cultural tourism enhances the tourist experience through film products, different from the traditional culinary or sightseeing tourism model," he said.
"Na Tra 2" was released on the first day of the Lunar New Year, reaching the 10 billion NDT mark (more than 1.3 billion USD), which was called a historic moment for Chinese cinema by the Chinese media. "Na Tra 2" also set records such as the highest-grossing film in a single market, surpassing the record of "Star Wars: The Force Awakens" in the US market; the first non-Hollywood film to gross over a billion dollars; the only Asian film in the list of the 20 highest-grossing films of all time.
Both animated parts were directed by Sui Cao, conveying the message of breaking down prejudices, who we are is determined by ourselves, not by all the surrounding concepts. Part two is rated beyond the imagination of viewers about the legend of Na Tra causing chaos in the ocean.
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