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On the morning of August 21, the topic #Tourists call on Shanxi to accept the overwhelming wealth# became a hot search on multiple platforms.

It is reported that "Black Myth: Wukong" was filmed at 36 scenic spots in China, with as many as 27 locations in Shanxi Province, such as Xiaoxitian, Jade Emperor Temple, Iron Buddha Temple, etc.

On the day the game was launched, tourism and travel in Shanxi soared, and Shanxi Expressway’s stock price soared to the daily limit yesterday. As of press time, Shanxi Expressway continued to rise by more than 4%. Shanxi Expressway is the only expressway capital operation platform in Shanxi Province, which invests in and operates more than 5,000 kilometers of expressways in Shanxi Province.

On social media, many tourists have shared their experiences of visiting real-life ancient buildings in the game.

On the Ctrip platform, from 0:00 to 12:00 on August 20, the search popularity of Shanxi Province increased by more than 10% compared with the previous day, and the search popularity of cities such as Datong and Shuozhou increased by 20% month-on-month.

In addition, this summer, the order volume of some temple-type scenic spots also showed a significant increase. For example, the ticket order volume of Shanxi Xiaoxitian increased by 236% year-on-year.

Fliggy's data also shows that on the day the game was launched, the popularity of Shanxi tourism doubled compared to the previous month. Among them, the popularity of game filming locations such as the Jade Emperor Temple, Chongfu Temple, Xiaoxitian Temple, Iron Buddha Temple, and Shuanglin Temple has soared, and netizens in Beijing, Zhejiang, Henan, Shaanxi, and Shanghai are most willing to "follow Wukong to travel in Shanxi."

Data shows that as of 2023, there are 28,027 ancient buildings in Shanxi Province, of which 495 are wooden structures from before the Yuan Dynasty, accounting for 85% of the national total. The only three remaining ancient buildings from the Tang Dynasty in the country are all in Shanxi, and the number of ancient buildings from the Ming and Qing dynasties is even larger.

As of 9:22 am on August 21, the search index for Taiyuan, Shanxi Province on Qunar platform increased by 10% compared with the previous week and 40% compared with the previous hour, and the popularity is still rising. The search volume for Shanxi in August increased by 1.2 times compared with July.

The top 10 most popular attractions in Shanxi are: Yungang Grottoes, Mount Wutai, Pingyao Ancient City, Yingxian Wooden Pagoda, Shanxi Jin Temple Museum, Hukou Waterfall, Yanmen Pass, Taiyuan Botanical Garden, Hanging Temple, and Qiao Family Courtyard.

Cai Muzi, a researcher at Qunar Big Data Research Institute, analyzed that Shanxi is a province with hidden treasures and ancient buildings. Among the 2,165 ancient buildings rated as national key cultural relics protection units, Shanxi has 421, ranking first in the country; among the ancient buildings in the third cultural relics census, Shanxi has 28,640, ranking first in the country. In recent years, more and more tourists have gone deep into Shanxi to explore scenic spots and historical sites and experience ancient civilization. For example, the Yingxian Wooden Pagoda, which has "gone viral" in recent years, has doubled its search popularity on the Qunar platform this year compared with the same period last year. It is believed that the explosion of the IP of "Black Myth: Wukong" is expected to further boost the popularity of Wukong in Shanxi.

Ctrip Research Institute believes that game IP can help open up a new situation for cultural tourism marketing. On the one hand, large-scale well-known game IPs have a wide audience and high dissemination, which helps to increase the popularity of the destination; on the other hand, game IP-related activities and festivals can attract tourists to visit during non-traditional tourist seasons and help balance the tourism flow throughout the year. Previously, many cultural tourism places have used online and offline game linkage to attract players to check in offline, driving the increase in local tourism popularity.

In fact, the local cultural and tourism departments are actively planning and taking advantage of the opportunity to spread the word. On August 10, Shanxi Cultural and Tourism officially released a promotional video for Black Myth to warm up the game and promote the local tourism industry. It also stated that the Wukong Tour in Shanxi event is being prepared.

On August 20, 2023, the Shanxi Provincial Department of Culture and Tourism released a promotional video of Shanxi's ancient buildings, which showed a comparison of scenes of ancient temples and pagodas in the actual filming locations of the game "Black Myth". As of August 19, 2024, the video has received 1.689 million views.

The latest news shows that Shanxi Tourism will release a Black Myth travel route. It is reported that offline, Shanxi Tourism will plan and launch the "Follow Wukong to Tour Shanxi" event from August 22 to 25. At that time, the "Follow Wukong to Tour Shanxi" theme route, offline clearance documents, theme peripherals, etc. will be released, and Shanxi Tourism will also invite bloggers and tourists from all over the Internet to explore and check in offline.