Jiuzhaigou tourism set for fresh boost in wake of new variety show

More people are expected to show eagerness to visit the Jiuzhaigou scenic area in southwest China’s Sichuan Province following the broadcast of the new variety show Natural High. 

The show featured a group of guests completing travel shoots within the scenic area where local white yaks roam free. After the episode aired, related content spread across social media, with many netizens visiting the same spots shown in the program to take photos.

Created in conjunction with Chengdu Tianfu Kuanzhai Culture Communication, the project explores a model that combines the format of a variety show with local cultural tourism, extending beyond on-location filming to offline cultural tourism experiences.

In recent years, industry analysts have noted an increasing trend among local cultural and tourism departments and enterprises to partner with variety shows and drama productions to attract visitors through program exposure – a trend known as "following film and TV to travel." Unlike traditional promotional videos, variety shows present destinations’ natural landscapes and local culture in a more relatable and lighthearted way, making it easier to inspire young people to travel.

During this year's National Day holiday, a carnival was held in Yibin, Sichuan Province as part of the project. It combined interactive activities, games and local food, with creative offerings such as Sichuan peppercorn-and-mint chocolate and flaming chili chocolate.