Published on
August 26, 2025
Nestled amid towering peaks and rich heritage, Lushan prepares to host the Sixth Lushan International Romance Film Week, leveraging the literature and cinematographic charm of the locale to further energise its tourism. Slated for September fifth to eleventh, the festival is designed as a multidimensional odyssey, inviting guests to traverse both the incandescent realm of sentimental storytelling and the majestic contours of the Chinese skyline. This eighth iteration pairs the region’s stupendous panoramas with a carefully curated programme of international romance films, threading the landscape’s storied past with the luminous art of cinema an art to which Lushan has for decades served both as backdrop and muse. Throughout the festival, screenings, workshops, and guided heritage trails will together render Lushan not merely a stop on the travel map, but a living tableau of love, legend, and legend’s lens.
A Groundbreaking Tourism and Film Fusion
The Lushan International Romance Film Week has become an iconic event in China, celebrating the connection between film and tourism. Launched in 2020, the festival has integrated the scenic allure of Lushan with cinematic storytelling, offering an innovative business model known as movie and tourism integration. This approach aims to promote regional tourism by leveraging the world-class cultural heritage of Lushan, one of China’s most renowned destinations for romantic films. The festival has now evolved into a major platform, attracting visitors from all over China and beyond, drawn by both the cinematic allure and the natural wonders of the area.
The Fall in Love with Films theme for this year’s festival is a continuation of previous editions, focusing on the timeless romance that the landscape of Lushan inspires. With picturesque views of towering mountains and cascading waterfalls, Lushan offers the perfect backdrop for a cinematic celebration of love. The integration of film into the region’s tourism industry is not just an artistic endeavour but an economic one, as it brings significant opportunities for local businesses, hotels, and the tourism sector.
Lushan’s Cultural Heritage and Cinematic Appeal
Lushan’s appeal is built on its natural landscape and rich cultural history, both of which are showcased through the festival. The town is celebrated for its romantic aura, which has inspired filmmakers to create iconic love stories, including the well-known film Romance on Lushan Mountain. This film, along with others featured during the festival, gives visitors a chance to experience Lushan’s romantic appeal firsthand, as they walk in the footsteps of cinematic lovers. By transforming the region into a living set for film, Lushan brings its cultural and natural heritage to life, making it a prime location for both movie enthusiasts and tourism lovers alike.
The event serves as an essential catalyst for the local tourism industry, drawing attention to Lushan’s untouched beauty and its reputation as a hub of romantic culture. Over the years, it has helped solidify the town’s status as a prominent destination for both domestic and international visitors. The festival has grown to include not only classic film screenings but also immersive cultural tourism experiences that highlight the region’s vibrant history and natural surroundings.
Film Week Activities and Tourism Expansion
This year, the Lushan International Romance Film Week will feature three major activities designed to further blend cinema with tourism. These include an all-encompassing immersive film-tourism experience, where visitors can explore the landscapes seen in iconic films, and high-level exchanges between filmmakers and the tourism industry. These activities will allow attendees to experience the deep connection between Lushan’s natural beauty and its cinematic history.
One of the event’s key highlights will be the New Century Top Ten Love Films Recommendation event, supported by the Chinese Film Critics Society, which will highlight films that have made an impact on China’s love film genre. Additionally, the 2024 Annual Love Film Main Creative Honors will be presented during the event, further elevating Lushan’s cultural significance.
The festival’s focus on tourism will be reinforced through local industry collaborations, helping to boost Lushan’s economy while cementing its place on the map as a top-tier romantic film destination. The partnership between national media and local industries will help ensure the long-term sustainability and visibility of the festival, strengthening its role in the wider tourism sector.
Digital Expansion and Broader Reach
This year’s event will be extensively covered on China Media Group’s Mobile, a national new media platform. The platform will offer richer content formats and communication channels, including live streams, vlogs, and trending social media discussions, which will help showcase Lushan’s romantic charm to a global audience. This digital approach is designed to reach a broader international audience, allowing tourists to experience Lushan’s scenic beauty from afar and encouraging them to plan a visit to the festival in future years.
By leveraging the power of new media, the event organisers aim to create a global buzz around Lushan’s attractions, ensuring that the festival resonates emotionally with viewers and potential tourists. The integration of these digital platforms reflects the growing trend of using online channels to promote tourism and connect with a wider demographic.
Lushan’s Continued Growth as a Premier Tourism Destination
With the commencement of the sixth Lushan International Romance Film Week approaching, the anticipated enduring influence on Lushan’s tourism landscape becomes increasingly evident. The distinctive melding of film artistry with the region’s dramatic scenery furnishes an experience whose charm lingers long after the credits roll, drawing attendees to form lasting attachments to both the narratives on screen and the enveloping setting. By persisting in inventive programming and maintaining a deliberate synthesis of cultural expression, natural heritage, and hospitality, Lushan is on a trajectory to reaffirm its stature as one of China’s preeminent and culturally resonant destinations.
