East China's Zhejiang Province has recently witnessed a surge in short-term cross-border tourist arrivals from various Asian countries to explore its cultural and natural charm, largely inspired by popular films and the convenient travel policy.

Since China implemented a visa-free policy for South Korean passport holders in November 2024, an increasing number of travelers from the country have chosen to visit the province. Activities like touring the beautiful West Lake, strolling through the quaint Hefang Street, and savoring mouth-watering Dongpo pork in Hangzhou City have become the latest trends among Korean tourists.
Additionally, many renowned films have been shot in Zhejiang, including the award-winning "Crouching Tiger, Hidden Dragon," the Chinese animated hit "White Snake," and even the globally popular game "Black Myth: Wukong." These new cultural attractions further entice visitors eager to experience the landscapes depicted in their favorite media.
"I really like Chinese movies and culture. I have many friends in Hangzhou, and I'm excited to explore the city with them," said a South Korean visitor.
"This time, I want to go to Yiwu City. It has a lot of interesting things, delicious food, and beautiful sights. I have several favorite Chinese films and I'm eager to visit the places featured in them," said another traveler.
In addition to South Korea, Japan, Thailand, and Malaysia have emerged as significant sources of tourists to Hangzhou, reflecting a clear trend towards short-distance cross-border travel among Asian nations.
"The inbound tourism market has shown remarkable vitality, influenced by the recent Spring Festival and the appeal of popular films. In the first two months of this year, airports in Hangzhou recorded a total of 780,900 inbound and outbound passengers, a year-on-year increase of 14.93 percent. Among these, 380,900 were inbound travelers, marking a growth of 15.27 percent," said Xiao Ping, deputy director of the customs inspection department at Hangzhou Xiaoshan International Airport.