Film and TV Filming Locations Attract Tourists
LONDON — Standing on the rugged cliffs of County Antrim, Northern Ireland, Sarah Jenkins adjusts her scarf against the biting wind. She is not here for the geological history of the Dark Hedges, nor solely for the scenic coastal drive. She is here because this stretch of road served as the Kingsroad in Game of Thrones. For Jenkins, a marketing executive from Chicago, walking where Arya Stark once fled is not just sightseeing; it is a pilgrimage. Her journey exemplifies a booming global phenomenon where screen narratives drive real-world travel decisions.
As the entertainment industry continues to produce high-budget spectacles, film tourism has evolved from a niche interest into a dominant force within the global travel sector. Destination Marketing Organizations (DMOs) are increasingly recognizing that a single hit series can do more for visitor numbers than a decade of traditional advertising campaigns. The connection between storytelling and place-making has never been stronger, transforming quiet towns into bustling hubs overnight.
The Rise of Set Jetting
Industry analysts have coined the term “set jetting” to describe travelers who choose their travel destination based on where their favorite movies or TV shows were filmed. According to recent data from the U.S. Association of Travel Publishers, nearly 80% of travelers consider watching a show or movie set in a specific location as a factor in choosing where to go. This shift represents a fundamental change in consumer behavior, where emotional connection to a story outweighs conventional amenities like price or proximity.
The psychology behind this trend is rooted in immersion. In an era dominated by streaming services, viewers spend dozens of hours inhabiting fictional worlds. When the screen goes dark, the desire to physically step into that world remains. Screen tourism allows fans to bridge the gap between fantasy and reality. Whether it is the wizarding halls of Hogwarts or the sun-drenched beaches of The White Lotus, these locations become tangible extensions of the narrative experience.
Economic Ripple Effects
The financial implications for local economies are profound. When a production chooses a filming location, the immediate benefit is the spending by the cast and crew. However, the long-term revenue generated by tourists often dwarfs the initial production spend. Small businesses, including hotels, restaurants, and tour operators, see a sustained increase in demand that can last for years after a show concludes.
In many regions, this influx provides a vital lifeline. Rural areas that might otherwise struggle with economic stagnation find themselves on the global map. Local economies benefit from the diversification of income streams. For instance, guided tours specifically designed around movie sites create jobs for local guides and drivers. Furthermore, the infrastructure improvements made to accommodate film crews, such as better roads or enhanced telecommunications, often remain to benefit the resident population long after the cameras stop rolling.
Case Study: Westeros and Beyond
Perhaps no example illustrates the power of film tourism more vividly than Northern Ireland. Before Game of Thrones, the region was not a primary target for international leisure travelers. Today, tourism related to the series contributes significantly to the national economy. Tourism Northern Ireland reported that one in five visitors cited the show as a reason for their visit during the peak of its popularity.
The strategy involved a partnership between the tourism board and the producers. They did not hide the locations; they celebrated them. Painted murals of characters appeared in Belfast, and dedicated studios opened for public tours. This proactive approach ensured that the interest generated by the show was captured effectively. Similarly, New Zealand continues to reap the rewards of The Lord of the Rings franchise. Decades after the films were released, Hobbiton remains a top-tier attraction, proving that the longevity of a film’s impact can span generations.
More recently, the Netflix series Wednesday sparked a surge in interest for Romania. The city of Bucharest and surrounding castles saw a noticeable uptick in inquiries from travel agents. This demonstrates that popular TV shows can rapidly shift attention to emerging markets, providing opportunities for destinations that lack traditional beach or mountain branding.
Managing the Influx
However, the spotlight brought by filming locations is a double-edged sword. The sudden surge in visitor numbers can lead to overtourism, straining local infrastructure and diminishing the quality of life for residents. Dubrovnik, Croatia, famously used as King’s Landing, faced significant challenges with cruise ship crowds overwhelming the old town. In response, the city had to implement strict caps on visitor numbers and adjust ship schedules to preserve the site’s integrity.
Sustainable management is now a critical component of destination marketing. Authorities must balance capitalizing on the popularity with preserving the cultural and physical environment. Some locations have begun charging higher fees for commercial tours or restricting access to sensitive areas during peak seasons. The goal is to ensure that the economic boost does not come at the cost of the destination’s soul. Communities are increasingly involved in planning processes to ensure they share in the benefits without bearing the brunt of the congestion.
The Streaming Era Influence
The acceleration of streaming services has shortened the cycle between a show’s release and the subsequent travel spike. In the past, there was a lag between theatrical release and home viewing. Now, a series drops globally on a Friday, and by Monday, search queries for the location have skyrocketed. This immediacy requires tourism boards to be agile. Marketing strategies must be ready to deploy the moment a show trends.
Social media amplifies this effect. Influencers and fans posting content from movie locations create a viral feedback loop. A single Instagram reel filmed at a specific cafe featured in a show can generate lines around the block within days. This user-generated content acts as free advertising, validating the destination for potential visitors who trust peer recommendations over