In recent years, a burgeoning trend known as film tourism has emerged, wherein travelers choose destinations based on their connections to beloved movies and TV shows. This phenomenon has not only influenced travel choices but has also shaped commercial tourist offerings, highlighting the profound impact of fictional narratives on real-world experiences.
The Power of Cinema in Shaping Travel
A study conducted by IPSOS for the CNC (Centre National du Cinema) in France sheds light on the significant influence of films and TV series on tourists’ destination choices. Foreign tourists visiting Paris exhibit varying stay durations and spending patterns, with exposure to French fiction playing a pivotal role in shaping their travel preferences. SVOD (Subscription Video on Demand) platforms, in particular, have emerged as key conduits for introducing travelers to French productions, with approximately 80% expressing a desire to visit France after engaging with these narratives.
Similarly, French audiences exhibit a strong affinity for films and series, with exposure to regional productions sparking interest in visiting filming locations. Notably, one in four French respondents decides to visit a specific location featured in a film or series, highlighting the profound impact of cinematic storytelling on travel decisions.
Set-Jetting: A Growing Trend in Travel
The concept of “set-jetting,” where travelers seek out destinations featured in TV shows and movies, has gained momentum in recent years. According to Expedia Group, TV shows and movies have become major influencers of travel plans, surpassing the influence of social media platforms like Instagram and Facebook. From HBO’s “The White Lotus” to Netflix’s “Emily in Paris,” fictional narratives have inspired travelers to explore destinations featured on screen, leading to a surge in searches and bookings.
Partnerships Driving Tourism Promotion
Partnerships between streaming platforms and tourism boards have further amplified the influence of cinema and TV on tourism. Netflix’s collaboration with Atout France, the French tourism development agency, has led to strategic initiatives aimed at promoting France’s cultural and tourist appeal. A study conducted by the Basis research institute highlights the significant impact of French films and series on viewers’ perceptions of France as a travel destination, leading to targeted promotional campaigns and digital travel guides.
Iconic Movie Locations
The allure of cinematic landscapes has captivated audiences worldwide, inspiring travelers to embark on journeys to iconic movie locations. From Northern Ireland’s Game of Thrones filming sites to New Zealand’s Lord of the Rings settings, these destinations offer unique opportunities for fans to immerse themselves in the fantastical worlds depicted on screen.
Bridging Fiction and Reality
As the lines between fiction and reality continue to blur, the influence of cinema and TV on tourism shows no signs of waning. From inspiring travel decisions to shaping destination perceptions, fictional narratives have become powerful drivers of tourism worldwide. By leveraging strategic partnerships and embracing the allure of cinematic storytelling, destinations can unlock new opportunities for growth and engagement in the ever-evolving landscape of travel and entertainment.
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