Film Tourism: How Movies and TV Series Promote Destinations

Series and movies have emerged as powerful tools for promoting tourist destinations, transforming places into genuine magnets for visitors from around the world. This phenomenon, known as “film tourism” or “screen tourism”, leverages the ability of cinema and television to capture the public’s imagination, fostering a desire to experience in person the locations seen on screen.

Increase in Interest and Visits: Series and movies can significantly boost the visibility of a destination. An iconic example is the “The Lord of the Rings” trilogy, which put New Zealand on the world tourism map. Since the release of the films, the country has seen a steady increase in the number of tourists interested in visiting the stunning landscapes that served as the backdrop for Middle-earth. Similarly, the series “Game of Thrones” has turned several Spanish locations into renowned tourist destinations, from the Real Alcázar of Seville, which represented the Water Gardens of Dorne, to Itzurun Beach in Zumaia, transformed into Dragonstone’s coast.

Local Economic Development: The influx of tourists attracted by film and television productions boosts the local economy. This phenomenon manifests in increased demand for services such as lodging, dining, guided tours, and retail. Additionally, it often generates direct and indirect employment related to the tourism industry.

Preservation and Restoration of Sites: Locations that become popular thanks to cinema and television often receive funding for preservation and restoration. An example is Highclere Castle, known for being the setting of the series “Downton Abbey.” The generated tourism has allowed for the conservation and maintenance of the castle, ensuring its preservation for future generations.

Marketing and Advertising: Productions act as massive advertising campaigns, providing global exposure that is difficult to achieve through traditional tourism marketing methods. Well-filmed scenes and breathtaking landscapes serve as unofficial “ads” that inspire viewers to visit those destinations.

However, film tourism is not without challenges. The increased flow of visitors can lead to over-tourism, which can harm the natural environment and local infrastructure. Authorities must manage this growth sustainably, implementing measures that protect both the destinations and the local communities.

1. Environmental Impact: The increase in tourist numbers can cause environmental degradation. For example, Skellig Islands in Ireland, featured in recent “Star Wars” movies, have experienced a rise in visitor numbers, raising concerns about the impact on local flora and fauna.
2. Cultural Sustainability: The influx of tourists can alter the daily lives and culture of local communities. It is essential to promote respectful and conscious tourism that values and preserves the traditions and lifestyle of host populations.
3. Infrastructure and Capacity: Many destinations are not equipped to handle large numbers of tourists, which can result in the overloading of services and infrastructure. It is important to plan and develop appropriate infrastructure to accommodate the increase in visitors sustainably.

Series and movies have enormous potential to promote tourist destinations, creating significant economic and cultural opportunities. However, it is essential to address the challenges associated with this phenomenon to ensure that the benefits are sustainable and equitable for all involved. The key lies in conscious and responsible management, allowing destinations to reap the advantages of film tourism while preserving their resources and respecting local communities.