Film-Induced Tourism: Cinema as a Strategic Lever for Destination

In the past, film-induced tourism has been successfully leveraged by destinations such as New Zealand, filming location of the iconic Lord of the Rings and The Hobbit sagas, and the United Kingdom, where globally renowned productions like Harry Potter and James Bond were shot. 

However, these are not the only countries that have chosen to invest in the film industry as a means of boosting tourism. Georgia, for example, has implemented strategic investments aimed at attracting film crews, capitalizing on the economic advantages tied to air travel and tourism. 

More recently, countries such as India and the Philippines have been working on policies to support the film and audiovisual sectors, with the goal of promoting their territories through the universal language of cinema. 

In particular, the Department of Tourism of Goa (India) is actively working to attract film and audiovisual productions from South Korea. A strategy has been developed to expand direct international air connectivity and to launch a digital app to guide transport services—aimed at encouraging new flows of South Korean tourists. 

Additional actions include: 

• Inviting South Korean travelers and filmmakers to the International Film Festival of India (IFFI) in Goa 
• Organizing roadshows in South Korea to strengthen tourism ties 
• Sharing promotional and marketing materials with local stakeholders 

The Philippines is also moving in this direction with a major initiative inviting filmmakers from around the world to discover local talent, incentives, and diverse filming locations. 

This initiative was launched during the Manila International Film Festival (MIFF) as part of the project “Expanding the Bridge”, aimed at revitalizing the Philippine film industry and rekindling its ties with Hollywood. Supporting this effort, the government has passed legislation offering tax breaks and incentives to international productions that choose to film in the Philippines in collaboration with local companies. 

At Twissen, we observe that film-induced tourism is poised to grow, involving an increasing number of destinations. Well-structured policies to support the audiovisual and cinematic sectors could prove to be highly effective tools in promoting territories through films, TV series, and beyond. 

Giorgia Sartorato