Long associated with the Red Army's journey during the Long March, Guizhou is home to many historic sites and stories that continue to draw visitors. The campaign is aimed at tapping into the province's busy summer travel season.

According to Guizhou's tourism authorities, out-of-province visitors who present a ticket stub for screenings of Crossing between June 26 and July 26 will be eligible for one free entry to a state-owned A-level scenic spot in the province.

During the film's release period, the Guizhou government is also working with major ticketing platforms to offer cinema vouchers worth 10 yuan ($1.47) and 15 yuan nationwide.