Film tourism is a type of tourism where people visit places connected to movies, TV shows, streaming series, or other screen productions. It can include filming locations, studio tours, movie-themed attractions, fan events, or destinations that became popular because they appeared on screen.
Film tourism is also called screen tourism or set-jetting. The idea is simple: when people feel connected to a story, character, or setting, they may want to experience that place in real life.
From travelers visiting New Zealand because of The Lord of the Rings to fans exploring Scotland because of Outlander or Harry Potter, film tourism shows how entertainment can shape travel demand.
Quick Answer: What Is Film Tourism?
Film tourism is travel inspired by movies, television shows, streaming series, or other screen content.
It happens when people visit real-world places because they saw them on screen. A traveler might tour a castle from a fantasy series, visit a city featured in a popular show, book a studio tour, or plan an entire trip around filming locations.
In simple terms, film tourism turns what people watch into where they want to go.
Why Is Film Tourism Growing?
Film tourism is growing because movies and TV shows can make destinations feel familiar before a traveler ever arrives. A place shown on screen is not just a location. It becomes part of a story.
Streaming has made this even more powerful. A show can reach global audiences quickly, and a destination featured in that show can gain attention almost overnight.
VisitBritain defines screen tourism as attracting visitors to places and experiences featured in film and TV. Its research found that 7 in 10 UK visitors had been to a film or TV location while on a leisure trip in the UK, showing how common screen-inspired travel has become.
That matters because film tourism can influence where travelers book hotels, what tours they take, what attractions they visit, and how they imagine a destination before they arrive.
Common Types of Film Tourism
Film tourism can take several forms depending on the destination and the production.
Filming location tourism happens when travelers visit real places where movies or TV shows were filmed. These may include castles, streets, beaches, restaurants, villages, parks, or historic buildings.
Studio tourism includes visits to working studios, backlots, sound stages, or official studio tours. These experiences let visitors see how movies and shows are made.
Movie-themed attractions include theme parks, recreated sets, museums, immersive experiences, and attractions built around popular franchises or fictional worlds.
Guided film tours take visitors to filming locations and explain the stories behind them. These may be walking tours, bus tours, private tours, or self-guided itineraries.
Fan events can also create film tourism when people travel for festivals, premieres, conventions, anniversary events, or cast-related experiences.
Examples of Film Tourism
Film tourism can happen almost anywhere, but a few destinations show its impact especially clearly.
New Zealand and The Lord of the Rings
New Zealand is one of the most famous examples of film tourism. The landscapes shown in The Lord of the Rings and The Hobbit helped shape the country’s image as a dramatic, nature-based destination.
Hobbiton, the movie set in Matamata, became a major visitor attraction for fans who wanted to step into the world they saw on screen. This shows how a film franchise can create long-term tourism value even years after release.
Scotland and Screen Tourism
Scotland is another strong example because film, TV, and literature continue to influence visitor interest. VisitScotland reported that Scotland had 1.14 million overnight screen tourists in 2023, with £787 million in total spending by screen tourists. It also found that 19% of visitors said film, TV, or literature inspired their trip.
This matters because screen tourism can attract international visitors, support local businesses, and encourage travel beyond the most obvious tourist areas.
Britain and Film-Inspired Destination Marketing
Film tourism is also being used directly in destination marketing. VisitBritain has promoted screen tourism through campaigns that use film and TV locations to inspire inbound travel.
This shows how destination marketing organizations can turn screen exposure into travel campaigns. Instead of only promoting scenery, food, or landmarks, a destination can connect itself to stories audiences already recognize.
Why Film Tourism Matters for Destinations
Film tourism matters because it can turn ordinary places into travel attractions. A street, café, coastline, castle, or small town can become valuable to visitors because of the story attached to it.
For destinations, film tourism can increase awareness, attract niche travelers, support guided tours, and strengthen a destination’s image. It can also help spread tourism beyond major tourist centers if visitors are encouraged to explore smaller towns, rural locations, or lesser-known filming sites.
Film tourism is powerful because it creates emotional motivation. People are not only visiting a place because it is beautiful. They are visiting because it means something to them.
Economic Benefits of Film Tourism
Film tourism can create economic value before and after a production is released.
During filming, productions may spend money on local crews, hotels, food, transportation, permits, equipment, and services. After release, destinations may benefit from visitors who book hotels, take tours, eat at local restaurants, buy souvenirs, and visit nearby attractions.
This is why film tourism connects closely to the visitor economy. The value is not limited to the filming location itself. Spending can spread across hotels, restaurants, transportation companies, local guides, shops, museums, and nearby destinations.
For example, VisitScotland’s 2023 research found £787 million in total spending by screen tourists, with £161.4 million directly attributable to screen tourism activities spent within Scotland.
Challenges of Film Tourism
Film tourism can be positive, but it can also create problems when destinations are not prepared.
A sudden increase in visitors can lead to crowding, traffic, litter, trespassing, pressure on local infrastructure, and disruption for residents. Some places may receive attention faster than they can manage it.
The Association of Film Commissioners International notes that screen tourism can create economic and marketing opportunities, but it also requires planning to reduce negative impacts on local communities and the environment.
This is especially important for fragile natural areas, residential neighborhoods, historic sites, and small communities. Film tourism works best when destinations plan for visitors instead of simply reacting after a movie or show becomes popular.
Film Tourism and Destination Marketing
Film tourism is valuable because it gives destinations a story. Instead of only saying “visit this place,” a destination can connect itself to a world that audiences already know.
This is why tourism boards, destination marketing organizations, film commissions, studios, local businesses, and tour operators may work together. They may create filming-location maps, themed itineraries, guided tours, social media campaigns, or travel packages tied to a popular production.
When done well, film tourism can help destinations turn screen attention into long-term travel interest.
Is Film Tourism the Same as Set-Jetting?
Film tourism and set-jetting are closely related, but they are not exactly the same.
Film tourism is the broader term. It can include movie locations, TV locations, studio tours, attractions, festivals, fan events, and destination marketing connected to screen productions.
Set-jetting usually refers more specifically to travelers planning trips to places they saw in movies or TV shows.
In simple terms, set-jetting is a popular form of film tourism.
Frequently Asked Questions About Film Tourism
What is film tourism in simple terms?
Film tourism is travel inspired by movies, TV shows, streaming series, or other screen productions. It happens when people visit real-world places because they saw them on screen.
What is an example of film tourism?
An example of film tourism is visiting New Zealand because of The Lord of the Rings, Scotland because of Outlander or Harry Potter, or a city walking tour based on filming locations from a popular TV show.
What is screen tourism?
Screen tourism is another name for film tourism. It refers to travel inspired by film, television, streaming shows, or other screen content.
What is set-jetting?
Set-jetting is a type of film tourism where travelers visit places they saw in movies or TV shows. The term is often used for trips inspired by popular shows, streaming series, or famous filming locations.
Why is film tourism important?
Film tourism is important because it can influence travel decisions, increase destination awareness, support local businesses, and create economic value for places connected to popular movies or TV shows.
How does film tourism affect local communities?
Film tourism can bring visitor spending, jobs, tours, and publicity, but it can also create crowding, traffic, litter, trespassing, and pressure on residents if destinations are not prepared.
Is film tourism sustainable?
Film tourism can be sustainable if destinations manage visitor numbers, protect natural and cultural sites, respect local communities, and reinvest tourism revenue into long-term destination management.
Final Thoughts
Film tourism shows how powerful storytelling can be in the travel industry. A movie or TV show can change the way people see a destination, inspire new trips, and turn ordinary places into visitor attractions.
At its best, film tourism supports local businesses, spreads visitor spending, and helps destinations reach audiences they may not have reached through traditional tourism marketing.
At its worst, it can create crowding, disruption, and short-term attention without long-term planning.
The difference comes down to destination management. Film tourism is most valuable when destinations protect the places visitors came to see and make sure local communities benefit from the tourism that follows.
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