Leveraging Chinese Pop Culture Tourism: How TV Dramas and Celebrity Locations Can Boost European Destinations

Introduction: The Influence of Pop Culture on Tourism

Chinese travelers are deeply influenced by pop culture, particularly TV dramas and celebrity hotspots. Destinations that feature prominently in popular media or are endorsed by Chinese stars quickly become must-visit locations for fans. Hidden gems where stars take pictures or where TV dramas are filmed often enjoy increased visibility, especially when these moments are shared on platforms like Xiaohongshu or Weibo. For European destinations, tapping into this trend offers a significant opportunity to attract Chinese tourists.

Iconic European Destinations Made Famous by Chinese Pop Culture

Here are five European destinations that have become iconic due to Chinese TV dramas or celebrity endorsements:

• Hallstatt, Austria
  TV Drama: Starry Night, Starry Sea 2
  Significance: This picturesque lakeside village became a sensation after appearing in the popular drama. Its fairytale-like charm captivated fans and turned it into a favorite for Chinese tourists.
• Zermatt, Switzerland
  TV Drama: Meteor Garden (2018 reboot)
  Significance: This ski resort and village featured prominently in episodes of Meteor Garden, attracting fans of the wildly popular series to experience its winter wonderland.
• Santorini, Greece
  TV Drama: You Are My Sunshine
  Significance: The iconic white-washed buildings and blue domes of Santorini became a romantic destination for Chinese fans after appearing in this popular drama.
• Prague, Czech Republic
  Celebrity Endorsement: Various stars, including Yang Mi and Kris Wu, have shared photos of themselves in Prague.
  Significance: Prague’s cobblestone streets and historic architecture have drawn attention through celebrity social media posts, boosting its reputation as a cultural gem.
• Valensole, France
  TV Drama: The Untamed (scenic inspiration)
  Significance: The lavender fields of Valensole have captured the imagination of Chinese tourists, thanks to their connection to romantic and scenic imagery featured in Chinese dramas.

The Power of Pop Culture for Tourism

The destinations above highlight the power of TV dramas and celebrity influence in driving tourism. Locations tied to Chinese pop culture often see a surge in visitors eager to experience these iconic settings firsthand. By leveraging this interest, destinations can attract younger travelers, foster cultural connections, and create long-term benefits for the local economy.

How to Become a Pop Culture Destination

For destinations that are not yet tied to Chinese pop culture, strategic actions can help position them as attractive locations for TV dramas, influencers, or fans:

• Create Instagram/Xiaohongshu-Friendly Photo Frames
  Install themed photo spots highlighting the destination’s unique charm. Frames could feature cultural symbols or references to potential themes for dramas. Include hashtags like #HiddenGem or #DramaDestination in Mandarin and English. QR codes on-site can lead visitors to a dedicated landing page in Mandarin with itineraries and local tips.
• Develop Landing Pages in Mandarin
  Build Mandarin-language landing pages to promote the destination’s potential for filming and influencer content. Create specific pages targeting actors, influencers, producers, and managers. Include logistics information, examples of scenic or cinematic spots, and incentives for filming or promoting the destination.
• Collaborate with Chinese Influencers and Content Creators
  Partner with influencers active on platforms like Xiaohongshu and WeChat. Sponsor visits where they showcase the destination’s hidden gems and cinematic appeal. Offer packages that combine visits to potential filming locations with unique experiences tailored to fans of Chinese pop culture.
• Attract TV Drama Productions
  Reach out to Chinese production companies and propose the destination as a filming location. Offer logistical support, financial incentives, or access to cultural experts to make the process smoother. Highlight unique features of the location that could serve as distinctive backdrops for stories, such as historical landmarks, natural beauty, or modern architecture.
• Host Themed Tours or Events
  Organize events that celebrate Chinese pop culture, such as film festivals or meet-and-greets with influencers or actors who have visited the area. Offer walking tours that showcase the destination’s most Instagrammable spots, linking them to cinematic themes or celebrity connections.
• Invest in Social Media Campaigns
  Run campaigns on Xiaohongshu, WeChat, and Weibo, targeting Chinese travelers with stories of why the destination could be their next favorite filming location. Showcase aspirational imagery of the location, incorporating storytelling elements that resonate with Chinese audiences.

Conclusion: Turning Inspiration into Action

Chinese tourists are deeply influenced by the media they consume, and destinations that embrace this trend can significantly enhance their appeal. For destinations not yet tied to pop culture, becoming the next hotspot for Chinese travelers requires a strategic blend of creativity, cultural understanding, and digital engagement.

From creating Xiaohongshu-friendly photo frames to attracting production teams with tailored incentives, the opportunities are vast. By aligning with the preferences of Chinese tourists, any destination can transform into a must-visit location, leveraging the powerful combination of TV dramas, celebrities, and social media to drive tourism success.