How can film and movie location tourism boost local economies

What are the opportunities from film and movie location tourism?

Film and television have the unique ability to bring places to life, shaping the way audiences around the world see destinations. Locations featured in popular films can become tourism hotspots overnight. More than just a temporary surge, these sites often experience long-term benefits that extend to branding, marketing, employment, and infrastructure.

From sweeping landscapes captured on screen to quaint towns turned famous by a single scene, film tourism can be a powerful economic engine for local economies. The connection between a cinematic location and tourist interest can transform obscure areas into thriving attractions, while also giving destinations a memorable brand identity.

Towns, cities, remote regions should consider how they can leverage the unique economic opportunities that film, television and other media can offer.

The draw of cinematic destinations

What makes film tourism so compelling is the emotional connection viewers develop with stories and characters. Seeing a place on screen can spark a desire to visit, often with a sense of familiarity and curiosity. When tourists visit locations they recognise from films or shows, their travel is driven not just by scenery, but by the desire to relive moments from the story. This translates into increased visitor numbers, longer stays, and higher spending.

The example of New Zealand following the release of The Lord of the Rings trilogy shows just how powerful this can be. Inbound tourism rose by 40% between 2000 and 2006, far outpacing regional averages. Locations such as Hobbiton became permanent tourist attractions, creating jobs and supporting local businesses. In the UK, locations from the Harry Potter series continue to attract fans from around the world, often increasing visitor numbers by 50% or more.

Economic benefits beyond visitor numbers

The financial benefits of film tourism go far beyond simple visitor counts. Tourists visiting film sites often spend more, stay longer, and seek immersive experiences. This supports hospitality, retail, transport, and local service providers. For example, Middle-earth fans travelling to New Zealand reportedly spent significantly more than the average tourist, boosting national revenue.

Job creation is another major benefit. A successful film tourism site can employ hundreds of people directly and indirectly. At Hobbiton, up to 280 staff were employed pre-COVID, and the surrounding area saw the growth of accommodation, dining, and transport businesses. The demand for tour guides, interpreters, merchandise vendors, and maintenance services provides employment opportunities for residents, especially in regional areas.

Film tourism also stimulates infrastructure development. Roads, signage, visitor centres, and digital platforms often receive investment to support increased tourist demand. This can enhance access and quality of life for local communities as well.

Cultural and branding advantages

Films shape the public perception of destinations, often more powerfully than traditional advertising. A well-loved movie can elevate a location into a globally recognised brand. Campaigns like "100% Middle-earth, 100% Pure New Zealand" cleverly linked the country's natural beauty with its cinematic identity. These campaigns don't just attract film tourists; they create a long-lasting, positive brand association.

Destinations can use their film ties to highlight culture, heritage, and natural beauty. This reinforces local identity and helps preserve historical sites by making them economically valuable. In India, films shot in Rajasthan, and Ladakh have brought national and international attention to these culturally rich regions, supporting both tourism and pride in local heritage.

Modern marketing and digital potential

With the rise of digital media, the marketing of film tourism has become more dynamic. Campaigns now include social media, user-generated content, and augmented reality. Hashtags like #IfYouSeek encourage fans to share their experiences, spreading awareness organically. Platforms like TikTok and Instagram help destinations reach younger travellers who are influenced by short, engaging content.

Tourism boards and film commissions are also forming closer partnerships with production companies. Agreements often include rights to use film footage in promotional content, as seen in the deals made for The Hobbit and Avatar films. These collaborations ensure tourism messages are woven into film marketing from the start, amplifying the impact.

Challenges and considerations

Despite its benefits, film tourism requires careful management. Overcrowding, environmental damage, and cultural disruption can result if sites are not prepared for surges in visitor numbers. Dubrovnik, featured in Game of Thrones, had to implement visitor limits to preserve its historic core. Successful film tourism strategies must include sustainability measures, community involvement, and long-term planning.

There is also the risk of becoming overly reliant on a single film or series. Diversification is key. Some destinations offer tours that cover multiple films or themes, or they develop broader attractions beyond the original filming location. Investment in visitor experience, such as interactive exhibitions or themed events, can help maintain interest.

Recommendations for destinations interested in film tourist

To unlock the full potential of film tourism, destinations should:

1. Form partnerships with film producers early to secure marketing rights and coordinate promotional efforts.

2. Invest in infrastructure to ensure visitor readiness and benefit local residents.

3. Develop themed experiences, such as guided tours, festivals, or attractions, that bring the film to life.

4. Build sustainable tourism plans that manage crowds, protect sites, and involve local communities.

5. Encourage targeted support schemes, offering tailored financial benefits to those developing film-related infrastructure.

6. Simplify travel logistics for film crews, through discounted fares, streamlined transport, and accommodation arrangements.

7. Promote destination readiness by supporting necessary physical improvements, especially in underdeveloped or lesser-known areas.

8. Bundle experiences that link shooting locations with studio tours or behind-the-scenes elements to add value for tourists.

9. Streamline compliance by reducing red tape and creating a more welcoming environment for production teams.

10. Foster international appeal through major showcases, festivals, or creative meetups that spotlight locations and attract fans and professionals.

11. Support complementary sectors, including costume design, catering, and local crafts, to maximise the economic ripple effect.

12. Embrace immersive technology to enhance visits, offering virtual reality, interactive maps, or on-location digital overlays.

13. Use targeted social media strategies that build authentic interest in film locations and attract niche communities.

Conclusion

Film and movie location tourism is more than a passing trend; it's a meaningful way to bring stories to life while generating real-world benefits. By tapping into the emotional pull of cinema, destinations can unlock significant economic opportunities, strengthen their identity, and engage visitors in powerful ways.

From rural towns to bustling cities, the next blockbuster might just be the key to a tourism boom. The challenge now is not just to attract film productions, but to build a sustainable, engaging, and community-friendly model of tourism that lasts long after the credits roll.