Set-Jetting Adventures

Screen tourism is booming, with travelers inspired by films and TV series to visit iconic filming locations, driving tourism growth and local economies.

Themes

Experiences Over Material Goods , The Power of Community and Connection

Timeframe

near-term

Subcategories

Hospitality Industry Marketing Streaming Services Travel Trends

Impact areas

Destination marketing Film and TV industries Local economies

Detailed Analysis

The influence of streaming platforms like Netflix and Disney+ is transforming travel behavior, as viewers seek to experience the real-world locations of their favorite shows. This trend provides destinations with increased visibility and economic opportunities, as local businesses benefit from the influx of screen tourists. Destination Marketing Organizations (DMOs) can leverage this trend by creating dedicated screen tourism campaigns and partnering with media companies.

Context Signals

Increased tourism in Northern Ireland following Game of Thrones and Derry Girls (Tourism Northern Ireland) 30% spike in searches for English countryside locations after Bridgerton (Expedia) Growth in visitor arrivals to Thailand and South Korea exceeding global averages (Oxford Economics)

Edge

Augmented reality experiences at filming locations will enhance visitor engagement and storytelling. Partnerships between streaming platforms and tourism boards will become more sophisticated, offering personalized set-jetting itineraries and exclusive content. Destinations will need to manage the potential impact of increased visitor numbers on filming locations to ensure sustainable tourism practices.

Click to access the source report