Screen Tourism: The Future Of Destination Marketing

The way people choose their travel destinations is changing. Gone are the days of relying solely on travel brochures, word of mouth, and travel agents. The rise of screen tourism, also known as film-induced tourism, has revolutionized the way destinations are marketed and experienced. With the increasing popularity of movies, TV shows, and social media, screen tourism has become a significant driver of tourism growth, and its impact is expected to continue to grow in the future.

What is Screen Tourism?

Screen tourism refers to the phenomenon of people traveling to destinations that have been featured in movies, TV shows, music videos, or social media platforms. This type of tourism is driven by the desire to experience the locations, landscapes, and cultures that have been showcased on screen. Whether it’s the picturesque landscapes of New Zealand, the historic landmarks of Europe, or the vibrant cities of Asia, screen tourism has the power to inspire people to explore new destinations and immerse themselves in different cultures.

The Power of Screen Tourism

The impact of screen tourism cannot be overstated. A study by the Movie Tourism Association found that 80% of tourists are influenced by what they see on screen when choosing their travel destinations. Moreover, screen tourism can generate significant revenues for local economies. For example, the Lord of the Rings trilogy, which was filmed in New Zealand, generated an estimated $400 million in tourism revenue for the country. Similarly, the popularity of the TV show Game of Thrones has led to a significant increase in tourism in Croatia, where many of the show’s locations were filmed.

The Role of Social Media

Social media has played a significant role in the growth of screen tourism. Platforms like Instagram, Facebook, and YouTube have made it easier for people to discover and share their travel experiences with others. Travelers can now share their photos and videos of destinations, creating a sense of FOMO (fear of missing out) among their followers. This has led to an increase in travel to off-the-beaten-path destinations, as well as a rise in experiential travel, where travelers seek to immerse themselves in local cultures and experiences.

Case Studies

Several destinations have successfully leveraged screen tourism to promote their tourism industry. For example:

• New Zealand: The country’s stunning landscapes and diverse geography made it the perfect location for filming the Lord of the Rings and Hobbit trilogies. The resulting tourism boom has helped to establish New Zealand as a premier destination for outdoor enthusiasts and fans of the franchise.
• Iceland: The country’s unique landscapes and natural wonders have made it a popular location for filming movies and TV shows, including Game of Thrones and Star Wars. As a result, tourism to Iceland has increased significantly, with many visitors seeking to experience the country’s breathtaking landscapes and hot springs.
• Dubrovnik, Croatia: The medieval walled city was a key filming location for Game of Thrones, and as a result, tourism to the city has increased by over 50%. The city has also launched a Game of Thrones tour, which takes visitors to the show’s filming locations.

The Future of Screen Tourism

As the world becomes increasingly connected, the power of screen tourism is expected to continue to grow. With the rise of streaming platforms like Netflix and Hulu, more people than ever before are exposed to a wide range of destinations and cultures. Destination marketing organizations (DMOs) are taking notice, and many are now incorporating screen tourism into their marketing strategies.

To capitalize on the potential of screen tourism, DMOs can:

• Partner with production companies: Collaborate with film and TV production companies to promote destinations and provide incentives for filming on location.
• Develop screen tourism products: Create tours, experiences, and packages that cater to fans of movies and TV shows.
• Leverage social media: Utilize social media platforms to promote destinations and engage with potential travelers.
• Invest in infrastructure: Develop infrastructure to support film and TV production, such as studios, soundstages, and crew accommodation.

Conclusion

Screen tourism is the future of destination marketing. By leveraging the power of movies, TV shows, and social media, destinations can attract new visitors, generate revenue, and promote their unique cultures and landscapes. As the world becomes increasingly connected, the potential of screen tourism is vast, and destinations that fail to adapt risk being left behind. By embracing screen tourism, destinations can create a new era of tourism growth and development, one that is driven by the power of the screen.