NRTA Advances 'Micro-Drama Plus' Plan to Empower Tourism
A Sept 17 State Council Information Office briefing covered high-quality development of broadcasting and online audiovisual services during the 15th Five-Year Plan period. NRTA said online audiovisual users reached 1.099 billion by end-2025, with average daily viewing exceeding 200 minutes and industry market size surpassing RMB 1.2 trillion; micro-drama users exceed 800 million, with 2025 market size surpassing RMB 100 billion. The Micro-Drama Development Management Measures took effect Sept 1, alongside the 'Taihua' unified mark. NRTA is advancing the 'Micro-Drama Plus' action plan to empower tourism, sports and e-commerce, and plans about 100 quality TV and online dramas during the 15th…
Impact and considerations
The implementation of the micro-drama management measures and the 'Micro-Drama Plus' plan will shape how tourism destinations approach content marketing and traffic acquisition; film-location-driven travel order growth has become a measurable market phenomenon.
Key points
- Online audiovisual users reached 1.099 billion by end-2025, with average daily viewing exceeding 200 minutes.
- The online audiovisual industry market size surpassed RMB 1.2 trillion.
- Micro-drama users exceed 800 million, with 2025 market size surpassing RMB 100 billion.
- The Micro-Drama Development Management Measures took effect Sept 1, alongside the 'Taihua' unified mark.
- NRTA is advancing the 'Micro-Drama Plus' action plan to empower tourism, sports and e-commerce.
- About 100 quality TV and online dramas are planned during the 15th Five-Year Plan.
- 'Taiping Nian' boosted Wuyue cultural tourism routes, while 'Tree of Life' filming locations saw travel orders surge.
Sources and time
- Primary source
- 中国旅游新闻网
- Other sources
- 0
- First source publication
- 18 Sept 2026, 08:00
- Page published
- 18 Sept 2026, 22:06
- Last updated
- 18 Sept 2026, 08:00
- Original links
- China Tourism News：国新办发布会：推进“微短剧+”行动计划 赋能文旅等千行百业-中国旅游新闻网Document (opens in a new tab)Primary source · zh · Published 18 Sept 2026, 08:00