Summary of the Key Points
The recently popular Chinese drama "Early Spring Clear Sky" has not only become the first Chinese series to break into the top three of Netflix's global weekly charts but has also directly led to a 149% increase in travel searches related to Harbin. This has in turn made hotels and filming locations in Beijing's CBD popular among drama fans. This is not an isolated case. From "My Altay" boosting tourism in Xinjiang, to "Flowering Blossoms" increasing the popularity of the Peace Hotel in Shanghai, and to "White Lotus Resort" tripling the bookings for the Four Seasons Hotel used in the show, following dramas to real-life locations has become a new trend in cultural and tourism consumption. However, the popularity of a single drama only lasts for a short period of 4-6 weeks. The question of turning casual online searches into actual hotel bookings and ticket sales is no longer about luck; it has evolved into a systematic competition involving offering packages or even investing heavily to secure filming rights.
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1. Why don't drama fans just buy merch now, but instead travel long distances to visit the filming locations?
In the past, fans of dramas would at most buy a poster or a keychain. Nowadays, they are willing to fly to the restaurants featured in the show to eat or stay in the same hotels. The essence of this change is that fans' desire to engage with the drama has shifted: from watching someone else's story to wanting to be part of it. For example, in "Early Spring Clear Sky," the main characters negotiate an important deal in a hotel in Beijing's CBD and resolve a long-standing issue in an old Russian-style restaurant in Harbin. These places are more than just cold walls and tables; they are "emotional containers" that hold the characters' feelings and memories. Sitting in the same seats where they sat allows fans to experience the drama's themes, such as the excitement of workplace struggles or the comfort of returning to one's hometown, which is much more satisfying than watching the same scenes ten times. In other words, the money fans spend is not just for food and lodging; it's a ticket to enter the world of the drama.
2. Not every filming location can become popular; only those that capture the essence of the story do so
Many dramas have been shot in lesser-known locations with little impact. The reason is that these places were merely used as backdrop without any meaningful connection to the plot. Only locations that are deeply integrated with the characters and story can make viewers remember them and want to visit. For instance, the hotel in "White Lotus Resort" is a central conflict point in the drama, where wealthy guests act pretentiously and engage in dramatic conflicts, making it unforgettable for viewers. The Peace Hotel in "Flowering Blossoms" symbolizes the old Shanghai district, perfectly fitting the character of Ah Bao. In "Early Spring Clear Sky," the skyscrapers and luxury hotels in Beijing reflect the tense workplace atmosphere, while the historic buildings and Russian-style restaurants in Harbin evoke a warm sense of nostalgia. Changing these elements would disrupt the entire narrative. Viewers remember not just the location but the specific scenes that took place there.
3. Film and television traffic is not a passive source of income; you only have about one and a half months to convert it into business
Many places have experienced this before: when a drama becomes popular, they welcome tourists, but by the time they prepare activities and promote the locations, the hype has faded, and they make little profit. There's a harsh industry rule: the popularity of a drama usually lasts for 4-6 weeks, or at most one and a half months. After that, viewers move on to new shows, and the locations are forgotten. The reason "Early Spring Clear Sky" significantly increased travel searches in Harbin is that the local cultural and tourism authorities responded quickly. On the day the drama premiered, they released guides to the filming locations, and viewers could immediately book flights and hotels, turning their temporary interest into actual travel plans. Waiting until half a month after the drama aired to launch promotions would be too late.
4. There are three levels of leveraging film and television traffic for business
The approach to using drama popularity for tourism has evolved into three distinct categories, with each level offering higher profits:
- Entry Level: Simply modifying existing products with a touch of drama elements (e.g., adding postcards or drinks from the show) can attract traffic with minimal effort. This is the least costly way to benefit from the drama's popularity.
- Advanced Level: Collaborating with the IP to create immersive experiences. For example, the Four Seasons Hotel and "White Lotus Resort" collaborated on a 20-day private flight tour to the resorts featured in the drama, offering exclusive meals and experiences designed by the show's team, significantly increasing profits.
- Master Level: Investing heavily to secure filming rights and create long-term benefits. For instance, the Thai Tourism Authority reduced the filming costs for the third season of "White Lotus Resort" by millions of dollars, resulting in a 88% increase in search volumes for Koh Samui and a 44% rise in hotel bookings. This strategy has been adopted by many destinations around the world, with a return on investment of 2.8 dollars for every dollar invested.