The 2024 YouTube Culture & Trends Report delves into the evolving landscape of fandom, highlighting how fans are transforming from mere consumers to active creators. This shift has significant implications for destination marketers aiming to leverage film tourism. Below are key insights from the report, each followed by actionable learnings for professionals in destination marketing…

In recent years, set-jetting—travel inspired by films, TV shows, and streaming productions—has transitioned from a niche trend to a mainstream driver of global tourism. According to Expedia’s Unpack ‘25 report, two-thirds of travellers now say their travel decisions are influenced by what they watch on screen, a 16% increase from the previous year. Productions like…

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…