Movies and books have long held the power to transport us to far-off lands, igniting our wanderlust and shaping our travel aspirations. From the rolling hills of New Zealand transformed into Middle-earth to the cobblestone streets of Paris immortalised in countless novels, these media have become powerful influencers in our destination choices. This phenomenon, known as film-induced tourism or literary tourism, has grown significantly in recent years, reshaping the travel industry and local economies alike.
The allure of visiting places we’ve only experienced through the silver screen or the pages of a book is undeniable. You might find yourself dreaming of walking in the footsteps of your favourite characters, experiencing the atmosphere of a beloved story firsthand, or simply satisfying your curiosity about whether the real-life location lives up to its fictional portrayal. This deep connection between media and travel has led to a surge in tourism to locations featured in popular films, television series, and books.
Cinematic tourism: Film-Induced travel trends
The phenomenon of film-induced tourism has gained significant traction in recent years, with blockbuster movies and hit TV series serving as powerful catalysts for travel trends. This form of tourism, often referred to as set-jetting , has transformed relatively unknown locations into must-visit destinations overnight. The impact of visual media on travel choices is so profound that tourism boards and film commissions now actively court production companies, recognising the potential economic benefits of hosting film crews.
Lord of the rings effect on new zealand tourism
Perhaps one of the most striking examples of film-induced tourism is the impact of Peter Jackson’s Lord of the Rings trilogy on New Zealand. The breathtaking landscapes of New Zealand, which served as the backdrop for Middle-earth, captured the imagination of viewers worldwide. Following the release of the films, New Zealand experienced a significant boost in tourism, with many visitors citing the movies as their primary motivation for choosing the destination.
The New Zealand tourism board capitalised on this opportunity, developing Lord of the Rings themed tours and experiences. Locations such as Hobbiton in Matamata and Mount Doom (Mount Ngauruhoe) in Tongariro National Park became pilgrimage sites for fans. The economic impact was substantial, with tourism contributing significantly to the country’s GDP and creating numerous jobs in the hospitality and tour guide sectors.
Game of thrones’ impact on croatia and northern ireland
The HBO series Game of Thrones has had a similar transformative effect on several of its filming locations, most notably Croatia and Northern Ireland. Dubrovnik, which served as the backdrop for King’s Landing, saw a surge in visitors eager to walk the city walls and explore the narrow streets that featured prominently in the show.
In Northern Ireland, various filming locations such as the Dark Hedges (the King’s Road in the series) and Castle Ward (Winterfell) have become major tourist attractions. The tourism board of Northern Ireland has embraced this opportunity, creating Game of Thrones themed experiences, including tours, exhibitions, and even themed hotel rooms.
The impact of Game of Thrones on tourism in Croatia and Northern Ireland demonstrates the power of television series to reshape travel patterns and boost local economies.
Harry potter’s influence on UK attractions
The Harry Potter franchise has had a profound impact on tourism in the United Kingdom. Locations featured in the films, such as King’s Cross Station in London (Platform 9¾) and the Glenfinnan Viaduct in Scotland (the Hogwarts Express bridge), have become major attractions. The Warner Bros. Studio Tour in Leavesden, which showcases the actual sets, costumes, and props from the films, has become one of the UK’s most popular tourist attractions.
Beyond the film locations, the books themselves have inspired travel. The Elephant House café in Edinburgh, where J.K. Rowling wrote parts of the early novels, has become a pilgrimage site for fans. This demonstrates how literary tourism can overlap with film-induced tourism, creating a powerful draw for visitors.
Literary landscapes: Book-Inspired destinations
While films and television series have a visual advantage in inspiring travel, books have long held the power to transport readers to new worlds and ignite a desire to experience these places firsthand. Literary tourism, the act of travelling to places associated with books or authors, has a rich history and continues to influence travel choices today.
Dan brown’s angels & demons rome tours
Dan Brown’s thriller Angels & Demons set in Rome sparked a surge of interest in the city’s historical and religious sites. Following the book’s publication and subsequent film adaptation, specialised tours emerged, guiding visitors through the Path of Illumination described in the novel. These tours take you to iconic locations such as the Pantheon, Castel Sant’Angelo, and St. Peter’s Basilica, blending fact and fiction to create an engaging experience.
The popularity of these tours demonstrates how a compelling narrative can enhance the appeal of already famous destinations, adding layers of intrigue and mystery to historical sites. It also shows how literary tourism can provide a fresh perspective on well-trodden tourist paths, encouraging visitors to explore beyond the typical guidebook recommendations.
Jane austen’s england: bath and beyond
Jane Austen’s novels have inspired generations of readers to visit the Georgian city of Bath and other locations in England associated with her life and works. The Jane Austen Centre in Bath offers visitors a glimpse into the world that inspired novels like Northanger Abbey and Persuasion . Annual festivals and themed events draw Austen enthusiasts from around the world, contributing significantly to the local tourism economy.
Beyond Bath, locations such as Chawton House in Hampshire, where Austen lived and wrote, and Lyme Regis, featured in Persuasion , have become popular destinations for literary pilgrims. These sites offer a tangible connection to the author and her characters, allowing visitors to step back in time and experience the settings that inspired classic novels.
Hemingway’s cuba: exploring havana
Ernest Hemingway’s connection to Cuba has long been a draw for literary tourists. The author’s former home, Finca Vigía, just outside Havana, has been preserved as a museum, offering insight into Hemingway’s life and creative process. In Havana itself, bars and hotels frequented by Hemingway, such as El Floridita and Hotel Ambos Mundos, have become must-visit locations for fans of his work.
The enduring appeal of Hemingway’s Cuba demonstrates how an author’s association with a place can create a lasting tourism legacy. It also highlights the potential for literary tourism to provide cultural and historical context, enriching visitors’ understanding of both the author and the destination.
Psychological mechanisms behind Media-Inspired travel
The powerful influence of movies, TV shows, and books on our travel choices can be attributed to several psychological mechanisms. Understanding these processes can provide insight into why certain destinations suddenly surge in popularity following their portrayal in media.
Parasocial relationships with fictional characters
One key factor in media-inspired travel is the development of parasocial relationships – one-sided relationships that audiences form with fictional characters or media personalities. These connections can be so strong that viewers or readers feel a desire to visit the places associated with these characters, almost as if they were visiting a friend.
For example, fans of the TV series Friends might feel compelled to visit New York City and see the exterior of the apartment building used in the show, or have coffee at a café reminiscent of Central Perk. This desire stems from the parasocial bonds formed with the characters over years of viewing, making the locations feel familiar and meaningful.
Vicarious experience and destination familiarity
Movies, TV shows, and books provide vicarious experiences of destinations, creating a sense of familiarity even before a person visits. This familiarity can reduce the perceived risk associated with travelling to a new place, making it more likely for someone to choose that destination.
Additionally, repeated exposure to a location through media can create a mere exposure effect , where familiarity breeds liking. You might find yourself drawn to a destination simply because you’ve seen it portrayed multiple times in your favourite films or books, even if you weren’t consciously considering it as a travel option before.
Narrative transportation theory in tourism
Narrative transportation theory suggests that when people are absorbed in a story, they can experience a feeling of being transported into the narrative world. This immersive experience can lead to changes in beliefs and attitudes, including attitudes towards the destinations featured in the story.
When we are transported by a narrative, we may adopt the perspective of the characters and experience their emotions, leading to a deeper connection with the story’s setting.
This transportation effect can be particularly powerful in inspiring travel, as it creates an emotional connection to a place before you’ve even visited. The desire to experience that emotional resonance in person can be a strong motivator for choosing a travel destination.
Digital age: social media and travel influencers
In the digital age, the impact of visual media on travel choices has expanded beyond traditional films and books to include social media platforms and travel influencers. These new forms of media have revolutionised how destinations are marketed and how travellers make their decisions.
Instagram’s role in destination marketing
Instagram has emerged as a powerful tool for destination marketing, with its visual-centric platform perfectly suited for showcasing stunning landscapes, unique experiences, and instagrammable locations. Destination marketing organisations and tourism boards have recognised the potential of Instagram, creating campaigns and hashtags to encourage user-generated content and increase visibility.
The platform’s influence on travel choices is significant, with many users reporting that they’ve chosen destinations based on images they’ve seen on Instagram. This phenomenon has led to the rise of Instagram tourism , where travellers seek out photogenic locations specifically to share on social media.
Youtube travel vloggers and destination choice
YouTube travel vloggers have become influential figures in shaping travel trends. These content creators offer in-depth, personal accounts of their travel experiences, providing viewers with a more comprehensive look at destinations than traditional advertising. Their vlogs often include practical information, tips, and honest reviews, which can be valuable resources for travellers planning their trips.
The success of travel vloggers has led to collaborations with tourism boards and travel companies, blurring the lines between personal recommendations and sponsored content. This has raised questions about authenticity and transparency in travel influencing, but it has also opened up new avenues for destination marketing.
Tiktok’s emerging impact on gen Z travel trends
TikTok, with its short-form video format, has quickly become a significant player in influencing travel trends, particularly among younger generations. The platform’s algorithm, which can make content go viral quickly, has the potential to put lesser-known destinations on the map overnight.
Travel content on TikTok often focuses on unique experiences, hidden gems, and travel hacks, appealing to Gen Z’s desire for authenticity and off-the-beaten-path adventures. The platform’s impact on travel choices is still emerging, but early indicators suggest it could be a powerful force in shaping future travel trends.
Economic impact of film and literature tourism
The influence of movies, TV shows, and books on travel choices has significant economic implications for destinations. From increased visitor numbers to the development of new tourism products, the impact can be transformative for local economies.
Studio tours and theme parks: universal studios case study
One of the most direct economic impacts of film tourism is the development of studio tours and theme parks based on popular franchises. Universal Studios is a prime example of this, with its parks in Hollywood, Orlando, and various international locations drawing millions of visitors annually.
These parks offer immersive experiences based on popular films and TV shows, from Harry Potter’s Wizarding World to The Simpsons’ Springfield. The economic impact extends beyond ticket sales to include accommodation, dining, and merchandise, creating a significant boost to local economies.
Literary festivals and book towns: Hay-on-Wye example
Literary tourism has led to the development of book towns and literary festivals, which can have a substantial economic impact on small communities. Hay-on-Wye in Wales is a notable example. This small town, known for its numerous bookshops, hosts the annual Hay Festival, a major event in the literary calendar.
The festival attracts thousands of visitors each year, providing a significant boost to the local economy. It has put Hay-on-Wye on the global map, demonstrating how literary tourism can transform a small town into an international destination.
Film location tourism: breaking bad’s albuquerque
The TV series Breaking Bad had a transformative effect on tourism in Albuquerque, New Mexico. Following the show’s success, the city saw a surge in visitors interested in touring filming locations. Local businesses capitalised on this interest, offering Breaking Bad themed tours, merchandise, and even blue meth-inspired candy.
The economic impact was significant, with the tourism boost helping to offset declines in other sectors of the local economy. This case demonstrates how even productions not initially intended as tourism promotions can have a substantial economic effect on their filming locations.
Ethical considerations and sustainable practices
While the economic benefits of film and literature tourism are clear, it’s crucial to consider the ethical implications and sustainability challenges that come with increased visitor numbers to often unprepared locations.
Overtourism in dubrovnik Post-Game of thrones
Dubrovnik, Croatia, experienced a surge in tourism following its prominence in Game of Thrones . While this brought economic benefits, it also led to challenges associated with overtourism. The city’s infrastructure struggled to cope with the influx of visitors, leading to overcrowding, environmental strain, and concerns about the preservation of the historic Old Town.
In response, Dubrovnik has implemented measures to limit cruise ship arrivals and control visitor numbers in the Old Town. This case highlights the need for destinations to prepare for potential tourism surges and implement sustainable management practices.
Cultural authenticity vs. fictional portrayals
Film and literature tourism can sometimes lead to a conflict between the fictional portrayal of a place and its authentic culture and history. Visitors may arrive with expectations shaped by fictional narratives, which can lead to disappointment or misunderstandings about the real culture and way of life in the destination.
For example, tourists visiting Bali inspired by the book and film Eat, Pray, Love might expect a specific type of spiritual experience, potentially overlooking or misunderstanding the complex realities of Balinese culture. Destinations and tour operators face the challenge of balancing visitor expectations with cultural authenticity and respect for local traditions.
Environmental impact of Film-Induced mass tourism
The sudden influx of visitors to filming locations can have significant environmental impacts, particularly in sensitive ecosystems. For instance, the increased foot traffic to remote filming locations can lead to erosion, damage to vegetation, and disturbance of wildlife.
Some locations have implemented strict visitor management strategies to mitigate these impacts. In New Zealand, for example, some Lord of the Rings filming locations in national parks have restricted access to protect the environment. This highlights the need for proactive planning and management to ensure that film-induced tourism is sustainable in the long term.
As the influence of movies, TV shows, and books on travel choices continues to grow, it’s crucial for destinations, tourism authorities, and travellers themselves to consider these ethical and sustainability issues. Balancing the economic benefits of media-induced tourism with the need to protect cultural heritage and natural environments will be a key challenge for the tourism industry in the coming years.