FILM TOURISM TRENDS AND NEW GROWTH DRIVERS OF GLOBAL TOURISM

Movies do not only create stories on the screen, but also have the ability to shape the tourism map, drive the demand for destination exploration, and build soft power for a nation for many years after the work is released.

Travel trends driven by pop culture

In a context where travelers are increasingly seeking emotionally rich journeys and depth of experience, film tourism, also known as film tourism or set-jetting, is emerging as one of the notable growth trends in the global tourism industry. From New Zealand, Croatia, South Korea to Thailand, many destinations have proven that a movie, a TV series, or a setting appearing at the right time can become a powerful catalyst for destination brand awareness, search volume, booking demand, and international visitor flows.

According to international reports on travel trends, about two-thirds of travelers say that movies and TV shows influence their destination choices. This shows that modern travel behavior is no longer just driven by traditional advertising, but is increasingly influenced by pop culture, entertainment content, and stories told through the screen.

Numbers that show the power of film tourism

New Zealand is the most successful example of film tourism. After The Lord of the Rings trilogy was released, international arrivals to New Zealand increased from about 1.7 million in 2000 to 2.4 million in 2006, equivalent to an increase of about 40%. To date, nearly 20 years later, the influence of the “Middle-earth” brand remains very clear. According to Tourism New Zealand, 1 in 5 American travelers to New Zealand in 2025 said they chose this destination because of inspiration from the film series, while the Hobbiton movie set welcomes about 600,000 visitors per year.

Croatia is also a typical case. Following the success of Game of Thrones, the city of Dubrovnik became a globally famous destination. Hotels.com recorded a booking increase of about 120% in Dubrovnik during the period the show aired, while other filming locations like Iceland saw increases of up to 285%. The success was so great that the Dubrovnik authorities later had to implement visitor control measures to limit overtourism.

In South Korea, although it is difficult to isolate the impact of each individual film, the Hallyu wave with works such as Winter Sonata, Goblin, or Crash Landing on You has contributed to making many filming locations national tourism icons. Landmarks such as Nami Island, Jumunjin, Suwon, or the Demilitarized Zone (DMZ) have all strongly developed tourism products associated with film and television, becoming part of the national promotion strategy through pop culture.

Most recently, Thailand. After the third season of The White Lotus was filmed in Koh Samui, Phuket, and Bangkok, the resorts featured in the series recorded a sharp increase in searches and bookings, creating the concept of “The White Lotus Effect.” The Thai government also quickly capitalized on this effect to promote the destination, combining cinema with a high-quality tourism development strategy.

From box office revenue to destination brand value

International experiences show that the greatest value of cinema for tourism lies not only in box office revenue or the immediate popularity of a work. The more sustainable value lies in the ability to inspire, evoke a desire to travel, position the destination’s image, and build soft power on a global scale.

When a location appears on the screen with a compelling enough story, it is no longer just a backdrop. It becomes a part of the public’s visual memory, a cultural symbol, and an invitation for travelers to experience the story in real life.

In the context of increasingly fierce destination competition, film tourism opens up a high-potential approach for countries, localities, and tourism businesses. It is a combination of content creation, brand strategy, experience infrastructure, and storytelling ability. Destinations that proactively embrace this trend not only have the opportunity to increase visitor numbers but can also build a distinct, emotional, and long-lasting image in the international market.