Film tourism is big business. This article explains what film tourism is, how films and TV shows affect tourism, the positive and negative impacts of film tourism, and some of the most popular film tourism destinations and studios around the world.
What is film tourism?
Film tourism has been defined by the Scottish Tourist Board as being the business of attracting visitors through the portrayal of the place or a place’s storylines in film, video and television. People have seen a location in a movie and thought, I want to go there. This might be because they thought the destination was particularly beautiful, or because they really enjoyed the film and want to experience more of it in some way. It extends to TV shows and streaming series too, and is sometimes also called screen tourism or film-induced tourism.
How do movies affect tourism?
Movies affect tourism by offering another reason for a person to visit a particular location. Someone may have had no interest in visiting New Zealand, for example, until they saw The Lord of the Rings and found out it was filmed there. Likewise, many people are drawn to Vis Island in Croatia because Mamma Mia! Here We Go Again was filmed there.
Another way films affect tourism is by offering more avenues for income to be created. For example, gift shops and paid-for photo spots are becoming common in areas linked to particular films. Some companies are also offering specific guided tours of filming spots across certain cities.
Streaming platforms have made film and TV tourism more powerful than ever, as hit series reach global audiences almost instantly. For example, The White Lotus boosted interest in Taormina in Sicily after its 2022 season, and in Koh Samui and Phuket in Thailand after its third season was filmed there in 2025, while the global popularity of Korean dramas and films has helped to drive tourism to South Korea.
Positive impacts of film tourism
Is this impact positive? In many ways, film tourism does have positive impacts. It works in both directions, too. Some people may be visiting a location anyway, then find out it is a filming location for a particular movie thanks to promotional material, the tours on offer and so on. This could then encourage them to watch the film when they may not otherwise have done so. Things like props, posters and signposting all impact the film industry in this way.
Of course, the biggest positive impact is for the location itself and the surrounding area(s). People are visiting destinations they may not have otherwise been interested in – and this means they are spending money. Whether that be with tour companies, local businesses, hotels and so on, money is flowing in. From this comes better jobs, a better standard of living and a sense of pride in the area.
By promoting themselves as a film location, areas are able to create a positive and fun image. The film is free publicity for them – and it is something that can continue to have an impact as more and more people watch the movie(s) over time. This can last for years, especially if the film is particularly successful or becomes a cult classic.
It also encourages governments and citizens to work to protect the location, especially environmentally but also in terms of infrastructure. This is good not only for visiting tourists, of course, but for the locals too!
Negative impacts of film tourism
Are there any negative impacts of film tourism? As with anything, there are negatives which can be explored alongside the many positive impacts. Firstly, destinations may not be prepared for a sudden influx of tourists if this shift happens very quickly. Destinations need time to ensure their roads are able to take a higher number of vehicles, and to make sure there are enough hotel rooms or other places to stay. Tour companies may feel under pressure to create tours, too.
There will likely be more traffic. This means roads could be congested, which is never good for the people who live there. More people also means less privacy, a frustration for many people who live in tourist-y areas. With film tourism, new destinations pop up all the time; this means residents may have lived somewhere for decades without it being a popular visitor area, only for it to suddenly become one.
More vehicular traffic is, of course, an environmental impact of tourism. Air quality will decline and emissions will go up – all of this is a huge negative impact in terms of climate change. Extra footfall, more litter, and generally just a disrespect for nature can all have negative impacts on an area.
There is also the copyright issue to take into consideration. Some film franchises and studios will not allow areas to promote themselves with ties to the film or series itself; this means the location is seeing a higher number of visitors without being able to profit in their own (and usually the most beneficial) way.
Popular film-induced tourism destinations
There are so many locations which are popular with movie fans. Some of the major ones are outlined below.
James Bond film tourism
James Bond fans flock to Thailand in order to visit Khao Phing Kan. This island featured in the 1974 movie The Man With The Golden Gun. Tour operators were quick to rebrand the island as ‘James Bond Island’ and it quickly became one of the most popular attractions in Phang Nga Bay. Thailand remains a popular destination for fans of 007.
Game of Thrones film tourism
There are two main locations visited by Game of Thrones fans looking to get a glimpse at where the series was filmed. The first is Northern Ireland, home to 25 filming locations such as Inch Abbey, Ballintoy Harbour and many more – you can do organised tours, or take yourself around for a few days and see how many you can tick off. There are self-guided driving routes available online and you’ll come across plenty of photo ops along the way… The second destination popular with GoT fans is Dubrovnik in beautiful Croatia; again, organised tours are available or you can DIY it. From the setting of King’s Landing Harbour to Blackwater Bay, there are many filming locations here. Northern Ireland is also home to the Game of Thrones Studio Tour, which opened in Banbridge in 2022.
Indiana Jones film tourism
Indiana Jones is a film franchise with epic scenery. Indiana Jones and the Temple of Doom (1984) was largely filmed in Sri Lanka, where the rope bridge scene was shot near Kandy. Meanwhile, the jungle-covered Ta Prohm temple, part of the Angkor Archaeological Park in Cambodia, is often associated with adventure films – it famously featured in Lara Croft: Tomb Raider (2001), and is one of Angkor’s most photographed sites.
Petra in Jordan is another fantastic location for Indiana Jones fans. It featured in Indiana Jones and the Last Crusade – and Indy definitely put the location on the map for many people.
Lord of the Rings film tourism
New Zealand is heaven for Lord of the Rings fans. This epic book-turned-film trilogy was filmed here, with its lush greenery and endless mountains providing the perfect backdrop for bringing Middle Earth to life. You can visit the film set itself, now a permanent tourist attraction in Matamata, and you can see Mount Ngauruhoe (which masquerades as Mount Doom) too! Wellington, Canterbury and other areas are also used as filming locations for these epic movies, as well as for The Hobbit film trilogy.
The Beach film tourism
The Beach, a Danny Boyle film from 2000, was filmed at Maya Bay on Ko Phi Phi Leh in Thailand. Maya Bay suffered from overtourism for many years, with thousands of visitors a day damaging its coral reefs, and the Thai authorities closed it in 2018 to allow the ecosystem to recover. It reopened in 2022 with strict new rules, including a cap on visitor numbers, a ban on swimming in the bay and an annual closure period – a clear example of the negative impacts of film tourism, and of how they can be managed.
Gladiator film tourism
If you thought Russell Crowe’s famous 2000 movie Gladiator was filmed in Rome, you’d be wrong. Film tourists hoping to visit its filming locations need to head to Morocco, Malta, Italy and England. Starting with Morocco, Gladiator fans can visit a city built into the side of a hill: Aït Benhaddou, a UNESCO World Heritage Site and the location used for ‘Zucchabar’. Malta, a historic military base, has many forts – and Fort Ricasoli played host to the cast of Gladiator for 19 weeks. The scenes of Maximus’s home were filmed in the Val d’Orcia in Tuscany, Italy, and the opening battle was filmed in Bourne Wood in Surrey, England.
Popular film studios for tourists
As well as larger areas such as towns or cities, or historic locations or pretty beaches, film tourism extends to studios. Many film studios are open to visitors for a fee, allowing them to see props, sets and more.
Harry Potter Studios
The Warner Bros. Studio Tour London – The Making of Harry Potter is located in Leavesden, near Watford in Hertfordshire, not far from London. It is home to thousands of props from the film series, full-size sets such as the Great Hall and Diagon Alley, and a large gift shop. Visitors can book tickets directly or as part of a package that includes transport from London. Its success led Warner Bros. to open a second Studio Tour in Tokyo in 2023.
Atlas Film Studios
Cinema Studio Atlas, located in Ouarzazate in Morocco, is popular with film fans. This 30,000 sq metre film studio in the desert is open to visitors when there’s no filming on that day; films such as The Mummy (1999), Gladiator (2000) and Kingdom of Heaven (2005) have been filmed here. It is a working studio rather than a theme park, offering visitors the chance to see real film sets.
Universal Studios
Now more famous as a theme park, California-based Universal Studios is in fact a fully working film studio. Its famous Studio Tour takes visitors around the working backlot, past sets used in famous films and TV shows, giving a behind-the-scenes insight into Hollywood production.
Pinewood studios
Pinewood is another super-famous film studio. Located around 18 miles outside of London, it is not generally open to the public meaning it is less of a film tourism location. However, it is possible to visit as part of a TV audience or pre-arranged group visit.
Film tourism: FAQs
Below are answers to some of the most common questions about film tourism.
What is film tourism?
Film tourism, also called screen tourism or film-induced tourism, is when people visit a destination because it has appeared in a film or TV show, or to visit film studios and attractions.
What are examples of film tourism?
Examples include visiting Hobbiton in New Zealand (The Lord of the Rings), Dubrovnik and Northern Ireland (Game of Thrones), James Bond Island in Thailand, and the Warner Bros. Studio Tour London (Harry Potter).
What are the positive impacts of film tourism?
Film tourism can bring new visitors, spending and jobs to a destination, provide free publicity, extend the tourist season and encourage investment in infrastructure and conservation.
What are the negative impacts of film tourism?
Negative impacts can include overcrowding, traffic, environmental damage, loss of privacy for residents and sudden pressure on infrastructure, as seen at Maya Bay in Thailand.
How do streaming services affect film tourism?
Streaming services such as Netflix and HBO Max release series to global audiences at once, so popular shows can cause sudden increases in visitors to filming locations, as with The White Lotus in Sicily and Thailand.
Film tourism: Further reading
If you found this article on film tourism useful, these articles may also be of interest:
- What is nature tourism and why is it so popular?
- What is disaster tourism and is it ethical?
- What is pro-poor tourism and why is it so great?
- Cultural tourism explained: What, why and where
- What is adventure tourism and why is it so big?
