Why Film Tourism is Thriving Right Now

In today’s competitive travel market, destinations are under increasing pressure to stand out. Film tourism—leveraging the pull of iconic movies and TV shows to attract visitors—is rapidly emerging as a powerful tool for tourism boards, film commissions, and travel organisations. No longer a niche interest, it has grown into a dynamic sector, offering unique opportunities to position destinations as global must-visit locations.

Film and TV have an unparalleled ability to inspire wanderlust, forging emotional connections with audiences across the world. When a destination becomes the backdrop for a beloved movie or series, it transforms from a location into a cultural icon. New Zealand’s rebranding as Middle-earth after The Lord of the Rings is perhaps the most famous example, but other destinations, such as Dubrovnik (Game of Thrones) and Skellig Michael (Star Wars), have seen remarkable surges in tourism driven by their on-screen roles.

What makes film tourism particularly exciting right now is its global reach. Thanks to streaming platforms such as Netflix, Amazon Prime, and Disney+, audiences are consuming a more diverse range of stories from every corner of the world. Shows like The Crown and Wednesday have reignited interest in the UK, while Money Heist has brought renewed attention to Spanish locations like Madrid and Barcelona. This growing exposure provides tourism organisations and film commissions with opportunities to tap into international markets, targeting audiences who feel a connection with the stories told on screen.

Social media has amplified this trend. Fans now actively seek out and share their experiences visiting filming locations, transforming them into ambassadors for destinations. Viral moments, from fans recreating iconic scenes to influencers showcasing their travels, are driving interest faster and more effectively than traditional marketing ever could. By creating engaging campaigns tied to film and TV productions, destinations can leverage this momentum, reaching wider and more engaged audiences than ever before.

For industry professionals, this trend represents a collaborative opportunity. Tourism boards and film commissions are increasingly working hand-in-hand with production companies to attract filmmakers, recognising the long-term value that comes with being featured on screen. Beyond the economic boost during filming, productions leave behind a legacy that can drive visitor numbers for years. By aligning strategies, both sectors can ensure that locations are not only showcased but also celebrated through tours, interactive experiences, and campaigns that highlight their unique appeal.

The rise of film tourism is also influencing destination marketing strategies. Campaigns inspired by productions like Dune (filmed in Jordan’s Wadi Rum) or Outlander (set in Scotland) go beyond promoting the beauty of the location—they tie it to the story, deepening its allure. Destinations that embrace this approach can position themselves as forward-thinking, creative, and culturally relevant, setting a new standard for success in the tourism sector.

For tourism boards, film commissions, and travel organisations, the message is clear: film tourism is not just a trend—it’s a long-term opportunity. Whether you’re looking to attract production to your region or leverage an existing on-screen connection, now is the time to act. By creating strategic partnerships and embracing innovative campaigns, you can turn your destination into a star—both on-screen and in the travel industry. Let’s collaborate to make your region a leader in this exciting field.