Dear You movie sparks interest in China heritage tours, say travel agencies

“Many have been inspired to visit their ancestral hometowns to connect with long lost relatives or see how the places have changed,” he said.

The agency said the hype has also spread beyond Chaoshan, with a 15 per cent increase in interest for travel to China in general. It plans to organise more tour packages to meet the demand. 

Another travel agency, EU Holidays, said enquiries for Chaoshan and other southern China cultural itineraries have risen by 15 to 20 per cent compared with the same period last year.

Riding on the movie’s nostalgic appeal, the company has introduced heritage and homecoming tours inspired by its themes.

Travellers can participate in Chaoshan cultural activities, opt for ancestral research or even arrange to meet up with their relatives still living in China.

EU Holidays director Alan Ang said the itineraries were designed to offer a more meaningful travel experience. 

Among the activities is one that invites visitors to write a letter to their grandmother, echoing a poignant element in the film.

“It’s not just about travelling. (The letter) can act as a reflection of your own self, deeper emotional bonding, also of course, as a keepsake for the tour.”

The agency is also exploring partnerships with clan associations in Singapore and local historians in China to ensure the heritage experiences are historically accurate and culturally authentic.

Industry players say the rising demand reflects a broader trend of holidaymakers seeking travel experiences that go beyond sightseeing.