Beautiful landscapes architectural marvels and meticulously preserved historic sites that feel frozen in time inspire creativity and lend themselves well as backdrops for storytelling. The right setting can elevate a story and a good story can transform even the most ordinary place into something iconic. As anyone involved in filmmaking knows location scouting is both a craft and a crucial part of the overall process.
From Hollywood blockbusters to streaming sensations here’s a look at how the visual medium of film can transform little-known places into sought-after travel destinations as well as reignite the love for old favourite travel spots that may have become cliché in their familiarity.
Screen Tourism and Film Tourism
Film and TV shows have long been powerful drivers of global and local tourism. This corner of the travel industry is often referred to as “film tourism” or “screen tourism.” Screen storytelling offers audiences more than just plots and characters; it invites them into different lives set in various worlds—some familiar and others they never even knew existed but will come to know and love. What screen tourism offers these viewers-turned-tourists isn’t just the chance to walk where their favourite actors walked but to experience the magic romance adventure or whatever else themselves—even if only for a brief moment.
One of the most notable examples is New Zealand the setting for The Lord of the Rings trilogy. The country has fully embraced its “Middle-Earth” association in global travel campaigns and has attributed a massive 40 percent increase in tourism to the franchise. Another example is the UK and Harry Potter. The boy who lived didn’t put the UK on the map—it has always been one of the most visited destinations in the world—but the franchise has undoubtedly contributed to its allure. From the Warner Bros. Studio Tour to iconic sites like Alnwick Castle (Hogwarts) and even King’s Cross Station (much to the dismay of commuters just wanting to board in peace) Potterheads continue to flock to the UK for a bit of a taste of the wizarding world.
The scale of screen tourism has grown substantially with the rise of global streaming platforms and other destinations have reported significant boosts in tourism because of the popularity of shows set in their locations. Croatia saw its tourism sector surge because of HBO’s Game of Thrones. To a lesser degree France tourism also reported an uptake from Netflix’s Emily in Paris and Lupin.
If you think it’s just crumbly castles and rolling hills that steal the show and attract devotees from around the globe you’re mistaken. The quiet town of Forks Washington—the setting for the Twilight films—transformed almost overnight into a pilgrimage site for Twi-hards. Similarly fans of Breaking Bad still make their way to Albuquerque New Mexico. The locations may not be glamorous in the traditional sense but there’s an undeniable resonance in visiting Walter White’s house the car wash and Los Pollos Hermanos.
Why People Travel for Fandoms
When viewers become attached to a show or movie the locations featured often become imbued with emotional significance. Fans connect with these locations on a deep level as they symbolize the stories they love. When people visit Hobbiton they are visiting the Shire and King’s Cross isn’t just a transport hub. These physical landmarks have also become landmarks in the imagination. The emotional pull is real and it plays a crucial role in the decision-making process for travelers who would often prioritise destinations that align with their entertainment experiences.
The downside for fans-turned-tourists? The cost. While screen tourism can create long-term promotional value for a destination leading to economic gains job creation and infrastructure development it often results in higher expenses for travelers. Niche screen tourism products and experiences—such as guided tours themed accommodations and licensed merchandise—can add up to a lot.
Fandoms are known for their great passion and with great passion often comes a willingness to spend significant amounts of money. But not everything has to be a tourist trap and a branded highway robbery. Those on a budget can opt for cheaper accommodations in smaller hostels or B&Bs instead of hotels or overpriced vacation properties. Use an eSIM for international travel to stay connected and avoid roaming charges. A Europe eSIM, for example, will cover a multi-country, multi-fandom tour, allowing you to explore Game of Thrones in Croatia, Harry Potter, and Bridgerton in the UK, all the way to Mamma Mia in Greece without having to switch SIM cards.
Movies and TV shows don’t just offer escapism; they provide us with a chance to experience the world in a different often more idealized way. If there’s an opportunity to step into worlds that exist only on screen and visit places where the stories you love come to life that’s more than enough reason to book a flight. Don’t let budget constraints keep you grounded. Wherever your screen-fueled travel dreams take you scrimp where you can so you can splurge on the experiences that matter.
