Lights, Camera, Tourism!

Are you thinking about where to go for your next vacation, but nothing has inspired a sense of adventure or excitement? You may be searching for a way to shake off that feeling of ‘been there, done that’ when deciding on a place for your next get-away. You may be looking for ideas by reading online travel blogs, browsing through tourism magazines filled with pictures of far-away places, or participating in a Facebook group geared to those who love to travel. You could do all these things, or you could unexpectedly find the answer simply by watching a movie or television show set in a location that happens to capture your imagination and ignite that feeling of wanderlust.

Film-induced tourism, also known as film tourism or screen tourism, is a trend where people choose to visit a destination that is the backdrop for the plot of a popular movie or television show. It is one of the many growing specialties within the tourism industry and is sometimes referred to as “Set-Jetting.” This phenomenon has increased tourism and contributed significantly to the economies of many destinations which have been featured on-screen in film and television productions. According to third-party research cited in the guide titled Unpack’26: The Trends in Travel™ developed by Expedia, Hotels.com, and Vrbo, Set-Jetting is “projected to become a potential $8 billion industry in the U.S. alone.”  The research also shows that “81% of Gen Z and Millennial travelers now plan getaways based on TV shows and movies.”  Abena Aidoo Hewton, associate professor of Tourism and Events Management at George Mason University, recently discussed the impact of film tourism.

Film tourism can help the economy of a destination.

When an unknown destination suddenly finds itself cast as an integral point of a hit film or television show, the residents and local businesses can leverage that new-found fame and notoriety to their economic advantage by offering services that support the growth and development of local tourism. One way to do this is for tourism companies to provide guided tours where visitors can view the regional sights and landmarks portrayed on-screen. An example of this is the city of Dubrovnik, Croatia, where much of the filming of the HBO series Game of Thrones took place. Because of the enormous popularity of the series, tour companies in Dubrovnik began offering guided tours that cater to fans of the show seeking the immersive experience of sampling the sights and sounds of the fictional world of King’s Landing as depicted in the show. The Game of Thrones series played a significant role in raising the profile of Dubrovnik in Croatia as a desired tourist destination.

Similarly, hotels situated in a region that is part of the storyline can benefit economically by offering themed vacation packages that integrate elements of the plot or settings into the guest experience. This could include providing specially named food items on the menu reminiscent of scenes from the film or movie, decorating guest rooms with pictures of actors or pivotal scenes from the production, or even having staff dress in character for special occasions or themed events.

The on-screen portrayal of the culture and customs of a destination can attract tourists.

The culture and customs of a destination as portrayed on-screen can play a significant role in encouraging tourist interest in a location. In the acclaimed film Lost in Translation, the culture and customs of Japan figure prominently in a story about two strangers who meet by chance in a hotel bar in Tokyo and develop a friendship. The film shows the characters navigating the customs and practices of Japan—a country that is new and unfamiliar to them. This serves as a metaphor for the changes taking place within their own personal lives which they are trying to understand. The film was produced on location in Tokyo and features many of its landmarks.

Here in the United States, the Emmy award winning sitcom Abbott Elementary, a show about a fictional public school in Philadelphia, captures many of the characteristics of that city. While most of the show is filmed in a Los Angeles studio, several episodes have been produced on location in Philadelphia, earning widespread praise for providing an authentic glimpse into the life of its residents. One of these episodes was filmed at Citizen’s Bank Park during a Phillies baseball game. The episode was successful in putting on full display the devotion that Philadelphians have for their sports teams and reinforced the city’s reputation as a sports town. The show also makes frequent references to food items and restaurants that are favorites of locals in Philadelphia.

An influx of tourism must be managed responsibly.

While film tourism can provide many positive economic benefits for a destination, it can also have negative impacts if the resulting increase in tourism is not managed responsibly. It is important for stakeholders including residents, local businesses, and regional government agencies to play an active role in the planning and decision-making process when it comes to all forms of tourism development. Tourism experts emphasize that planning must be strategic and intentional with consideration given to policies related to the economic, socio-cultural, and environmental impacts that tourism will have on the region. For example, it is essential for a region to have the necessary roads and infrastructure able to sustain a sudden surge in tourism. The tourism planning process must also provide adequate safeguards to protect an area’s natural resources and cultural heritage—the very same attributes that make a destination an ideal setting for a film or television production.

Destination stakeholders should collaborate with film commissions and screen production companies throughout a movie or television show.

For the reasons described above, it is important for stakeholders from a destination site selected for the making of a movie or television show to work closely with film commissions, studios, and screen production companies throughout the filming process. The Association of Film Commissioners International, in partnership with JetSetters, a global film location database and screen tourism destination developer, has developed a Best Practice Guide to Screen Tourism. The guide sets forth a detailed framework for implementing screen tourism strategies. It also identifies the primary stakeholders involved in this process, describes their roles and responsibilities, and provides several case studies illustrating the benefits of film and screen tourism.

To learn more about degree offerings in the Tourism and Events Management Program at George Mason University, please visit the program website.