As of May 25，after the release of the film 《A Letter to Grandma》，it sparked widespread public attention to Chaoshan culture，and ticket bookings for routes from Jieyang Chaoshan International Airport to Hong Kong and Southeast Asia increased by 128% month-on-month，while online search popularity for Shantou and Chaozhou doubled。The niche sectors worthy of attention in this phenomenon include cultural and tourism destination operations，regional air transportation，cross-border travel services，and content-driven marketing service providers——because it reveals that cultural IP already has measurable visitor-flow conversion capability and route-guiding effectiveness。

Event Overview

According to public information，as of May 25，driven by the film 《A Letter to Grandma》，ticket bookings from Jieyang Chaoshan International Airport to Hong Kong and Southeast Asia increased by 128% month-on-month；during the same period，tourism-related search popularity for Shantou and Chaozhou on mainstream platforms doubled compared with before。The data reflects short-term market response results，without disclosing the specific starting statistical period，platform sources，or whether seasonal factors were excluded。

Which Niche Sectors Are Affected

Regional Cultural and Tourism Destination Operators

The popularity of cultural IP content is directly related to visitors’ willingness to travel，with impacts reflected in local reception capacity scheduling，short-distance transport connection arrangements，and intangible cultural heritage experience route design。The current impact is concentrated on actual visitor-flow fluctuations and changes in booking rhythms among scenic areas，homestays，restaurants，and handicraft merchants in the three Chaoshan cities（Shantou，Chaozhou，Jieyang）。

Regional Airlines and Airline Distribution Channels

As the core regional airport，Jieyang Chaoshan International Airport’s increase in route bookings reflects changes in actual capacity demand。The impacts are mainly reflected in：higher seat occupancy rates on short-haul international routes to Hong Kong/Southeast Asia，greater pressure to adjust connecting itinerary product combinations，and higher requirements for flexible responsiveness in flight frequency。

Cross-Border Travel Service Enterprises（including OTAs，local destination agencies，and visa application agents）

The doubling of search popularity means that potential users are entering the information-gathering stage，with impacts reflected in：increased inquiries for independent travel products from Chaoshan to Hong Kong and Macao/Southeast Asia，earlier demand for multilingual guide services，and higher requirements for response timeliness in visa document pre-review and itinerary customization。

What Key Points Relevant Enterprises or Practitioners Should Monitor，and How to Respond Now

Monitor Subsequent Official Statements or Policy Changes

Pay attention to whether the Department of Culture and Tourism of Guangdong Province，the Jieyang Municipal Government，and the culture and tourism bureaus of the three Chaoshan cities introduce supporting measures for “film and television+cultural tourism” collaboration，such as joint promotion plans，temporary traffic relief schemes，or notices on allocating intangible cultural heritage exhibition and performance resources。

Monitor Changes in Key Markets and Business Links

Focus on real-time changes in ticketing structures for high-frequency，low-threshold destinations on routes to Hong Kong and Southeast Asia（such as Hong Kong，China，Bangkok，Singapore）；simultaneously monitor whether the exposure weight of the “departing from Jieyang Airport” tag in OTA platform search results increases。

Distinguish Content Popularity Signals from Actual Business Implementation Rhythms

The current data reflects an increase in booking behavior，which does not equal an immediate peak in visitor flow；enterprises need to combine historical data from the same period to assess real carrying-capacity pressure，avoid prematurely expanding manpower/inventory investment，and are advised to use 7–14 days as an observation window to verify trend sustainability。

Prepare Supply Chain Response Contingency Plans in Advance

For non-standard service categories such as homestays，chartered vehicles，and Chaozhou opera experiences，it is recommended to establish a rapid-response collaboration mechanism with local suppliers；aviation distribution channels can pre-configure explanation pages for flexible refund and change policies on short-haul international routes to reduce user decision-making friction。

Editorial Viewpoint / Industry Observation

Observably, this case is better understood as an early-stage signal of quantifiable cultural IP spillover into transport demand — not yet a structural shift in regional tourism procurement logic. Analysis shows that while content-driven interest is measurable at the booking stage, its translation into sustained visitor spend and repeat visitation remains unconfirmed. From an industry perspective, what matters most now is whether overseas channel partners begin referencing such film-triggered search spikes when evaluating China’s tier-2/3 city tourism product portfolios for 2025 onward.

Conclusion：This event is not an isolated cultural consumption phenomenon，but the first public-data-level verification that the transmission chain of “cultural IP—search popularity—flight ticket booking—route implementation” is observable。At present，it is more appropriate to understand it as the preliminary manifestation of a new type of cultural and tourism value assessment indicator，rather than the full rollout of a mature business model。The industry needs to view short-term fluctuations rationally，and shift attention toward the development of IP collaboration mechanisms and the improvement of cross-link data attribution capabilities。

Information source note：
The main data comes from public market monitoring information as of May 25，with no specific publishing organization indicated；the term “cultural IP-driven destination marketing” in the article is quoted from the original news text and is an industry terminology reference。Key conversion indicators such as subsequent box office performance，actual visitor arrival rate，and length of stay still require continuous observation。