In a fascinating twist of cultural evolution, a new trend is emerging in Zhejiang, China, where the concept of “Travel with Micro-Dramas” is capturing the imagination of locals and tourists alike.
To illustrate this phenomenon, let’s look at Wuyi County in Jinhua City, which has produced the critically acclaimed micro-drama “Let Me Take You to a Good Place.” This production not only secured a spot in the first batch of recommended works under the National Radio and Television Administration’s “Travel with Micro-Dramas” initiative but also amplified the IP value of its local tourist attractions following its popularity.
Statistics show that from January to August 2024, Wuyi County received over 5.1 million visitors, marking a 13.1% increase year-on-year, with overnight stays reaching 1.93 million, up by 18.92%. Notably, tourist sites featured in the production, such as Yuyuan Ancient Village and Huatiandi, saw significant growth during the recent National Day holiday, with Huatiandi alone welcoming 300,000 visitors and generating impressive revenue of 25 million yuan. This clearly demonstrates the substantial potential micro-dramas have in promoting cultural tourism and enhancing the visibility of travel destinations.
What makes Zhejiang’s micro-dramas particularly compelling? Over the past few years, this emerging form of online visual entertainment has rapidly gained popularity, offering audiences rich entertainment experiences while actively driving cultural dissemination and industry growth.
So, how can micro-dramas further support the development of tourism? In response to national plans, Zhejiang Province has effectively utilized its strengths in integrating cultural and tourism initiatives. The province launched an excellent work selection competition specifically aimed at micro-dramas this year.
Thanks to the “Travel with Micro-Dramas” initiative, the quantity and quality of micro-dramas produced in Zhejiang have significantly increased, resulting in standout titles like “Love in the Tea Garden,” “Youth in Flight,” and “1818 Editorial Office.”
As of now, the National Radio and Television Administration has recommended a total of 114 micro-dramas as part of its initiative, with Zhejiang leading the way with 23 entries, the highest of any province in the country. The province’s competition recently attracted 120 submissions from around the country, showcasing a variety of themes related to Zhejiang’s cultural and tourism resources.
A recent awards ceremony held in Yuhang, Hangzhou, highlighted the creativity and impact of these works, presenting 25 awards including a first prize to “Youth in Flight,” shot in Ruian, Wenzhou. The drama touches on significant social realities while portraying the inspiring stories of young entrepreneurs returning to revitalize their hometowns.
In addition to the top honors, works such as “The Spring Breeze Never Changes” and “The Bone Whistles of Hemudu” achieved second place, while several others received third place and merit awards.
Now, more than ever, tourists influenced by these productions are visiting various attractions, and the notion of falling in love with a city through a micro-drama is becoming a fashionable trend among young travelers.
With the rising popularity of micro-dramas, Zhejiang’s scenic spots are breaking out into the mainstream. Between January and September this year, tourist sites associated with these productions welcomed nearly 87.5 million visitors, reflecting a substantial year-on-year growth of 9.05%.
As officials from the Zhejiang Province Cultural, Radio, Television, and Tourism Department suggest, the synergy of “micro-dramas plus tourism” is paving a new path for cultural tourism development. This reflects a fresh opportunity for creativity in the age of digitalization, where a deeper integration of culture and tourism can yield more diverse and appealing travel products and experiences.
