New global survey reveals the increasing effect films have on international travellers’ choices.
La La Land, Narcos, Pirates of the Caribbean, Buddies in India, Manchester by the sea… Last year, no less than 80 million travellers chose their destinations mostly based on films and TV series. While film-induced tourism is not new for destinations, the survey reveals its influence has reached unrivalled magnitude, with an estimated number of visitors volume having doubled in 5 years globally thanks to films.
The UNWTO-Awarded Research Agency spots some of the top destinations attracting visitors from films:
PINAKAS
TCI Research points out that film induced visitors are over-represented among Millennials and high-spending markets such as China and GCC. This micro-segment is a very valuable target for destinations compared to average visitors. TCI Research experts also stress that:
- Film-fans visitors are more active in sharing their trip experiences on the social web (+27%) and have higher post-visit recommendation rates (+6) than visitors average;
- They participate in 19% more cultural and natural activities during their trip. They are also more satisfied with their experience for most facets of their stay, reporting higher satisfaction rates with guided tours and excursions (+31%), landscape beauty (+21%) and leisure and cultural diversity (+29%).
- They are 10% more sensitive to destination advertising and tend to travel more frequenty during off the peak seasons too.
TCI Research CEO Olivier Henry-Biabaud concludes: “Films have now reached the same level of influence as Travel Agencies, offering great opportunities for destinations to benefit from an indirect promotion channel. Building experiential tourism products meeting this growing travellers’ demand generates long term economic and branding beneficial impact. It is advised however to manage risks from over-tourism collateral damage by guiding visitors infilm shooting locations in a sustainable way that include residents and environmental concerns, learning from the Maya
Bay Di Caprio example!”
Theodore is the Co-Founder and Managing Editorof TravelDailyNews MediaNetwork; his responsibilitiesinclude business development and planning forTravelDailyNews long-termopportunities.
FAQs
In 2017, no less than 80 million travellers chose their destinations mostly based on films and TV series, with the share of international visitors attracted by films being 2.5 times higher or more than average in destinations such as Los Angeles, Scotland, London or Florence (TCI Research, 2018).
How does film impact tourism? ›
According to Expedia, TV shows and movies have become major influencers of travel plans, with over 50% of travelers stating that these productions inspire their destination choices. The landscapes and outdoor locations depicted in these shows generate the most interest, surpassing the impact of social media platforms.
What are the disadvantages of film tourism? ›
Amongst the negative impacts are firstly the interaction between the film tourists and the local residents, as with many other types of tourism, tourists can bring with them many problems such as the commoditisation of the local area, to satisfy the requirements of the tourists before that of the requirements of the ...
What are the objectives of film tourism? ›
Film tourism can also promote cultural exchange and understanding between different countries and communities. By showcasing Indian culture and heritage through film, investors can attract visitors from around the world who are interested in experiencing it firsthand.
What is the impact of film tourism on destination branding? ›
A study found that the impact of films on tourism can be massive, increasing it by an average of 31%. It can go as high as 300% in some locations! For instance, all filming locations of the Harry Potter movies experienced a 50% growth in tourism once the movies were released.
How has film impacted the world? ›
Many Movies have helped raise awareness and inspire change by depicting historical injustices. Cultural Exchange: International cinema introduces audiences to different cultures, fostering a sense of global unity. Films like this offer glimpses into worlds beyond our own.
How does film affect people? ›
According to research, watching movies can influence our beliefs, attitudes, and stereotypes pertinent to certain social issues and marginalised communities. Films change attitudes by exposing us to other cultures and groups. Let us take a look at a few examples.
What is the niche of film tourism? ›
Film tourism, or film induced tourism, is a specialized or niche form of tourism where visitors explore locations and destinations which have become popular due to their appearance in films and television series.
How popular is film tourism? ›
36.1% of all international tourists and 11.6% of all domestic tourists surveyed on site at the eight locations can be defined as core screen tourists – i.e. a film or TV production was the primary motivator for their visit.
What are the benefits of film induced tourism? ›
The tourism economy has become a new driving force for economic growth, and film-induced tourism in particular has been widely proven to promote economic and cultural development.
Photographs are used as important factors that affect decision making about travel destinations of tourists, influencing their behaviors, and reflecting their satisfaction of tourism places (Garrod, 2008).
What is brand image in tourism? ›
Destination brand image can be defined as the. reasoned perceptions consumers attach to specific brands. Destination brand loyalty can be defined as the main. source of customer-based brand equity.
How does media influence tourism? ›
User-Generated Content and Viral Marketing
User-generated content (UGC) plays a pivotal role in tourism advertisem*nts. Travelers share their experiences, photos, and videos on social media. This effectively turns them into brand advocates. UGC showcases authentic and relatable travel experiences.
What is an example of film tourism? ›
One of the most cited examples of film tourism is the impact of The Lord of the Rings trilogy in drawing tourists to New Zealand.
How does the film industry affect the economy? ›
The American film and television industry supports 2.74 million jobs, pays out $242 billion in total wages, and comprises more than 122,000 businesses—according to an analysis of the most recent economic figures released by the Motion Picture Association.
