Film tourism is a trend: the big screen improves territorial attractiveness

In a recent article, we mentioned film tourism, a trend that is expected to grow especially among millennials who, inspired by films and TV series, take the opportunity to visit places which were movie locations, spending time in contact with nature and in open spaces.

Who is the new film tourist?
According to the results of a study conducted by the University of Cordoba (UCO), which analyzed the new trends of this travelers, film tourists coincide with the profile of a young woman between 18 and 40 years old, with an average income and a travel motivation particularly influenced by the landscape factor and a strong interest in living new and unique experiences.

Cinema is potentially an important ally for the travel & tourism sector. The Italian Film Commission association and others spread throughout the territory are responsible for encouraging investments in the audiovisual sector, promoting local environment, art, architecture, history, landscapes among national and international film and tv productions.

A country which is focusing on film tourism and which is very active in promoting tourism in its territory through film production is New Zealand. New Zealand’s NTO reports that one adult out of four chooses a destination for his vacation based on the locations of his favourite films. Films such as “The Lord of the Rings” saga and “The Hobbit”, for example, generated an initial interest in New Zealand in nearly one in five visitors, and 29% of tourists had at least one visit experience related to these films.

The growth of the film tourism trend can also be noticed in the hospitality offer. Many hotels, hostels and B&Bs try to inspire a cinematic atmosphere, offering rooms on an average price that is 20-30% higher than normal rooms in comparable hotels.
Exemplary is the Georgian House Hotel in London, which offers “Harry Potter” themed rooms set up with potions, cauldrons, canopied beds and all sorts of decorations referring to the movies. The Hotel Paradiso has recently opened in Paris, with 32 rooms equipped with maxi-screens, two suites in a real cinema hall, and an open-air cinema, overlooking the rooftops of the city.

At Twissen we observed how a communication media with a great capacity of conveying emotions, such as cinema and other audiovisual productions, can represent an interesting instrument for territorial promotion. The growth of the film tourism trend and the characteristics of this niche target bring out the evident opportunity to increase the tourist appeal of a territory, expanding its vocation as a film set and exploiting the consequent visibility.