Yibin Launches "Travel with Movies" Campaign to Boost Cultural Tourism Integration

Yibin, a city in Sichuan Province, kicked off the "Travel with Movies" themed promotional campaign on April 24, coinciding with the official release of the 2026 May Day holiday film lineup. The campaign, featuring light shows at multiple urban landmarks, has drawn crowds of local residents and tourists, blending movie elements with the city’s night scenery to create a vibrant atmosphere.

At Yibin’s Water Curtain Square, a large water curtain screen has been looping trailers of the May Day holiday films, while core landmarks including Hejiangmen and Sanjiang Eye have been lit up with thematic lights. Large screens on urban buildings scroll slogans such as "Travel with Movies" and "See You at the Cinema on May Day", seamlessly integrating film culture into the city’s nightscape, as reported by China Central Television.

"I’m visiting from another city, and Yibin’s night view has truly amazed me," said Ms. Wang, a tourist. "Seeing the themed lights at so many landmarks about ‘traveling with movies’ makes me think this combination of film and tourism is wonderful. During the May Day holiday, I plan to take my family to the cinema first and then experience the magnificent scenery of China through the movies."

As an emerging model of cultural and tourism integration in China, the "film + tourism" format has been widely promoted across the country in recent years, driving the development of related industries, according to Guangming Net. Yibin, known for its unique ecological and cultural resources such as Shunan Bamboo Sea and Xingwen Stone Forest, is seizing this opportunity to showcase its charm.

It is understood that the "Travel with Movies" campaign in Yibin will last until the end of the May Day holiday. During the campaign, local authorities will launch a variety of cultural and tourism linkage activities based on the city’s distinctive culture, allowing tourists to enjoy the charm of light and shadow while exploring the city’s natural scenery and experiencing its daily life.

Yibin has long been exploring the integration of film and tourism, and this campaign is another important step to enhance the city’s cultural soft power and tourism appeal, People’s Network Sichuan Channel noted. By linking film culture with urban landscapes, the city aims to attract more visitors and promote the high-quality development of its cultural and tourism industry.