Film and TV Filming Locations Attract Tourists
LONDON — Standing on the ancient stone walls of Dubrovnik, Croatia, Sarah Jenkins adjusts her scarf, mimicking the pose of a character from her favorite fantasy series. She is not alone. Around her, hundreds of visitors snap photos, tracing the steps of fictional heroes in a very real setting. This scene exemplifies a growing global phenomenon where film and TV filming locations attract tourists in unprecedented numbers, transforming quiet towns into bustling hubs of international travel.
The intersection of entertainment and travel has evolved into a significant economic driver. Industry analysts now refer to this trend as “set jetting” or screen tourism. It is no longer just about sightseeing; it is about immersion. Fans seek to physically connect with the narratives that have shaped their leisure time. According to recent data from global travel organizations, a substantial percentage of travelers now choose destinations based on their appearance in popular media. The emotional connection viewers feel towards a story often translates into a desire to visit the physical spaces where that story unfolded.
This shift in consumer behavior has profound implications for the travel industry. Destination marketing organizations are increasingly partnering with production companies to highlight specific sites. When a series becomes a global hit, the locations featured often experience a surge in visibility that traditional advertising campaigns could never achieve. For instance, a single episode watched by millions can serve as a powerful commercial for a region’s landscape, culture, and heritage. Marketing strategies are now being redesigned to capitalize on the longevity of popular series, ensuring that the influx of visitors continues long after the final season airs.
The economic impact on local economies can be transformative. Small businesses, including cafes, hotels, and tour operators, often see immediate revenue growth. In some regions, film tourism accounts for a significant portion of annual income. Local guides develop specialized tours that take visitors behind the scenes, offering trivia and access to restricted areas. This creates jobs and stimulates infrastructure development. However, the benefits are not evenly distributed. While major hubs thrive, surrounding areas may not see the same level of investment, leading to economic disparities within the region.
New Zealand offers a quintessential case study in successful destination marketing linked to cinema. Since the release of The Lord of the Rings trilogy, the country has branded itself as “Middle-earth.” Tourism boards actively maintain filming sites, such as Hobbiton, as permanent attractions. This strategy has sustained visitor interest for over two decades. The government recognized early on that the filming locations were not just backdrops but assets. By preserving these sites and integrating them into the national brand, New Zealand secured a steady stream of high-value tourists who are often willing to spend more for an authentic experience.
Conversely, the phenomenon brings challenges that cannot be ignored. Dubrovnik, featured heavily in Game of Thrones, faced issues of overtourism. The narrow streets, designed centuries ago, were not built to handle thousands of daily visitors. Local residents complained about congestion, noise, and the rising cost of living. The influx of tourists can strain local infrastructure, leading to tension between visitors and the community. In response, some cities have implemented caps on cruise ship arrivals or restricted access to certain historic zones during peak hours. Balancing economic gain with quality of life for residents remains a critical issue for policymakers.
Another notable example is the impact of modern streaming dramas on urban centers. Shows like Emily in Paris have driven fans to specific neighborhoods in the French capital, seeking out the cafes and boutiques featured on screen. Unlike remote landscapes, urban filming locations are integrated into daily life. This creates a different dynamic where tourists interact directly with residents going about their business. Local businesses often adapt quickly, creating themed menus or displays to attract fans. However, this can lead to the gentrification of neighborhoods, pushing out long-standing residents and altering the cultural fabric that attracted visitors in the first place.
Sustainability is becoming a central topic in discussions about screen tourism. Environmental groups warn that unchecked visitor numbers can damage fragile ecosystems featured in nature documentaries or adventure films. Conservationists argue that destination marketing must include education on responsible travel. Visitors need to understand that these locations are not merely sets but living environments. Some production companies are now including sustainability clauses in their filming agreements, requiring plans for managing the subsequent increase in tourism. The long-term viability of these locations depends on responsible management.
Technology is also reshaping how fans interact with these spaces. Augmented reality apps allow visitors to see digital overlays of scenes while standing on location. This adds a layer of engagement without requiring physical alterations to the site. Virtual experiences can help manage crowd flow, allowing some fans to enjoy the location digitally while reducing physical pressure. As the travel industry recovers from global disruptions, the demand for unique, content-driven experiences remains robust. Producers and tourism boards are exploring ways to extend the lifecycle of a show’s impact through interactive digital campaigns.
The psychology behind why film and TV filming locations attract tourists is rooted in the desire for authenticity. In a digital age, physical presence holds significant value. Touching the stone where a scene was filmed provides a tangible link to the fiction. This emotional drive is powerful enough to override logistical challenges, such as cost or distance. Travel agencies report that clients often prioritize these locations over traditional holiday spots. The narrative becomes the itinerary, guiding every stop and meal.
As new series emerge, the map of popular travel destinations continues to shift. A hit show can put an obscure village on the map overnight. Local communities must be prepared for sudden changes, having strategies in place to manage growth. Collaboration between filmmakers, tourism boards, and local residents is essential. Without coordination, the success of a show can become a burden rather than a boon. The focus is shifting towards