'Black Myth: Wukong' sparks tourism surge in China

Chinese media reports that "Black Myth: Wukong" has created a tourism frenzy in Shanxi, a province that has never been a major tourist hotspot. Out of the 36 locations featured in the game, 27 are located in Shanxi, a northern province about 500 kilometers from Beijing.

According to the South Morning China Post, on the day the game was released on Aug. 20, Trip.com recorded a 10% increase in searches related to Shanxi compared to the previous day. Searches for real-life locations such as Datong and Shuozhou cities jumped by 20%, while ticket bookings for the Xiaoxitian Temple scenic area surged by 236% compared to the same period last year.

Data from the online travel platform Tuniu shows that the number of tourists visiting Shanxi in August increased by 50% compared to July, with hotel bookings doubling.

The main character in the game "Black Myth: Wukong". Photo courtesy of IGN

The Shanxi Tourism Authority has launched a promotional campaign titled "Traveling with Wukong in Shanxi", offering tourists the chance to visit real-life locations featured in the game, as reported by The Global Times.

The management of Xiaoxitian Temple has also announced plans to include game-related content on the temple's website.

On Weibo, discussions about Shanxi's preparedness for a surge in tourism have attracted attention, with millions engaging in conversations sparked by the game's release.

The Global Times notes that the game has ignited a cultural tourism wave across China. In Zhejiang, the Yunzhong Daji scenic area now allows players who complete chapter four to enter for free. Similarly, Lingyan Temple in Shandong Province is granting lifetime free admission to those who finish chapter three. Mount Huaguo, the birthplace of Sun Wukong, is also offering free visits to players who complete the game.

Inside Xiaoxitian Temple in Shanxi. Photo courtesy of Trip.com

"Black Myth: Wukong" is an action role-playing game based on the classic Chinese novel "Journey to the West" by Wu Cheng'en.

In the game, players control a character inspired by Sun Wukong, one of the most popular characters in Chinese literature, who battles enemies and can transform into monsters and insects.

The game was first revealed in 2020 and was initially scheduled for release in 2023, but was delayed until this year.