Film tourism: decoding and impact of this travel trend

Travel is a way to explore the world, discover new horizons, and immerse yourself in different cultures. As time goes on, the way we choose our travel destinations continues to evolve. We are seeing more and more people engaging in "set-jetting."

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This travel trend is attracting an increasing number of travelers looking for unique and memorable experiences. Tourist destinations have clearly grasped the importance of set-jetting and are competing with various initiatives to attract these new visitors. From themed film festivals to guided tours of filming locations, there are many ways to enjoy an unforgettable cinematic experience.

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Let’s break down what this growing phenomenon entails and what its impact is on these destinations.

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What is set-jetting?

Set-jetting, also known as film-induced tourism, is not a new travel practice. However, this way of choosing a vacation destination is currently experiencing unprecedented growth due to the proliferation of streaming platforms offering instant access to countless movies, series, and documentaries.

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These audiovisual media spark interest and a definite appeal for the locations seen on screen. This phenomenon generates increasing attention and stimulates the desire to travel, creating a strong brand image for the featured locations and cultures. As a result, set-jetting is becoming an exciting way to discover the world by letting the films that have left a mark on us lead the way.

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The World Tourism Organization has even studied this phenomenon in connection with the streaming platform Netflix. The conclusion is clear: the influence of movies and series is real. According to Tendance Hôtellerie, the audiovisual content we watch is the “second largest source of inspiration for travel” after word-of-mouth (recommendations from friends and family).

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Set-jetting offers film enthusiasts the opportunity to walk in the footsteps of their favorite actors and visit the iconic locations where their favorite movies were filmed. It is a promise to travelers that they can relive the scenes that moved them by becoming the main protagonists themselves.

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The impacts of set-jetting

Economic impacts for major destinations

Beyond simple sightseeing, set-jetting also offers the chance to go behind the scenes. It is a unique way to dive into the world of cinema, relive moments, and see what happens behind the camera. For example, after the release of The Lord of the Rings, New Zealand saw twice as many tourists.

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This influx of tourists obviously has a significant impact on the region's economy. Set-jetting helps boost the local economy, as visitors support hotels and restaurants, and allow local businesses to generate additional revenue.

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Public stakeholders have also understood this well and now know that film shoots can have a significant economic impact, both during and after their time in the area. In Gironde, for example, a dedicated film support unit has been established.

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Furthermore, in some destinations, locals do not hesitate to fully capitalize on the destination's appeal by creating guided tours of filming locations and dedicated shops. This is particularly the case in Ireland, Canada, and Scotland, where many series and films are set (Harry Potter, The Vampire Diaries, The Last Kingdom, Outlander, etc.).

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In short, set-jetting is now a real driver for the economic development of major destinations. Both governments and local stakeholders have realized the value of hosting film productions and promoting remarkable locations to attract tourists. This strategy benefits everyone and helps strengthen the appeal of the regions involved.

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Saturation of certain major destinations

This cinematic tourism naturally also has negative effects, depending on the destination. On one hand, some areas that were previously overlooked by tourists have benefited from this spotlight. For example, the series Game of Thrones helped develop tourism in Northern Ireland, and the Twilight films highlighted the town of Forks in the United States.

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However, there are destinations that did not need set-jetting to be popular. This is particularly the case for Marseille thanks to the series Plus Belle la Vie, or Paris with its many films and series.

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This overcrowding can have harmful consequences, with tourist sites becoming packed and having a negative impact on the environment. In some cases, authorities are forced to close certain natural sites to tourists because they are degrading too quickly due to the crowds, while others are reducing their capacity to manage the influx of visitors.

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In short, while set-jetting has its advantages, it is important to consider the effects it can have on tourist destinations. It is therefore crucial to find a balance between promoting these locations and preserving them.