The cultural tourism event Market Days With Movies has kicked off on the grasslands of Ordos in Inner Mongolia.  

Combining free public outdoor film screenings with grassland markets, the event is attracting visitors through a blend of cultural experiences and shopping to boost rural tourism.

The opening ceremony featured folk performances showcasing local grassland culture, drawing crowds of visitors. 

Centered on film culture, the event hosts six themed market zones: film experience, local farm produce, fun grassland sports, intangible cultural heritage, lifestyle aesthetics and cashmere art. It offers visitors an immersive grassland getaway.

On the autumn grasslands, visitors can wander through film-themed corridors and enjoy classic movies at free public outdoor screenings. At the market, guests can scan QR codes for movie coupons offering 20 yuan ($3) off when spending more than 30 yuan ($4.5). The coupons are valid at cinemas across Inner Mongolia.

For the harvest season, a local produce market serves roast lamb, traditional stews and other regional dishes, alongside high-quality farm goods from Inner Mongolia. Visitors can taste local food and join in with light activities like games of tug-of-war.

Other zones showcase traditional handicrafts, original artworks and creative cashmere products – high-quality cashmere wool is a signature local product of Ordos. Hands-on workshops and art sessions help visitors explore local industries.

This new model combines folk performances and outdoor film screenings with farmers' markets and product promotions to attract more visitors and encourage them to extend their stays and increase their spending on tourism. It also provides a platform for farmers and craftspeople to showcase their local produce to a wider audience.

Many visitors were immersed in the harvest vibe. Some picked up local goods while wandering around the stalls. "I'm delighted by this rich cultural showcase. The fresh fruits and vegetables remind me of autumn harvests when I was young. I've bought Mongolian milk tea, homemade pickles and lots of produce. I wish I'd brought a trolley. I'll tell my friends and bring my family tomorrow. It's fun for both kids and elders," said visitor Wang Meirong.

Another visitor Zhang Yanxia praised the creative concept. "It's fantastic. The idea of Market Days With Movies is really innovative. The farm products here are good and affordable. I will recommend this fair to my colleagues."

Farm vendor Miao Yanqiang brought home-grown watermelons, jujubes, apples, pomegranates, pumpkins, sweet potatoes and peaches to the market, and business has been brisk. "Jujubes sold the best. Nearly all my stock is gone," he said. "My shop usually makes around 150 yuan ($22.3) a day, but I hit 1,500 yuan ($223) here today – ten times more. I hope more events like this can be held. They really help farmers increase their income."