Cinematic Journeys: The Intersection of Film and Travel Adventures

From the winding Gotthard Pass in the Swiss Alps, featured in Goldfinger, to the breathtaking vistas in White Lotus, showcasing Hawaiian sunsets and Sicilian coastlines along steep cliffs, certain films and TV shows naturally ignite a desire to travel. Movie tourism, often referred to as set jetting, transcends merely visiting a notable film site or tacking on a cinematic excursion to an agenda. It’s about how movies and shows motivate audiences to pack their suitcases and venture to filming locations in reality.

Travel agencies are witnessing a notable rise in film-related tourism in recent years: In 2022, Expedia identified movie tourism as a burgeoning travel trend, and the travel platform’s 2025 trend report revealed that an astonishing two-thirds of travelers claim films and television programs have influenced their journeys.

Film tourism stands as one of the most compelling instruments to promote a location, Marta Soligo, the Director of Tourism Research and a Professor of Tourism and Sociology of Leisure at the University of Nevada Las Vegas (UNLV), stated to Forbes.

“In contrast to a billboard promoting a vacation destination, which has geographical limitations and is displayed for a brief period, films and TV shows provide a significantly wider reach as they can be accessible worldwide and endure over time.”

Here’s more information about movie tourism and its effects on our travel habits.

When Did Movie Tourism Rise in Popularity?

In recent years, movie tourism has garnered considerable attention, which tourism specialists label the “White Lotus” effect. Wanderlust intensified during the pandemic when audiences engaged with shows set in picturesque locales, including HBO’s inaugural season of White Lotus, filmed on the Hawaiian coastline at The Four Seasons Resort Maui at Wailea.

“Set jetting, as it’s commonly referred to, has become a significant catalyst for tourism,” explains Debra Loew from Kensington Tours, a luxury travel company specializing in customized private excursions. “White Lotus effectively highlights the filming destinations as a crucial part of the narrative and overall series. Interest in Sicily surged following season 2, and we’re already observing curiosity about Thailand before the upcoming season even premieres.”

However, movie tourism is not a recent phenomenon of this decade. In reality, this form of travel gained traction post-World War II as the film and television industries flourished, prompting individuals to travel to experience their beloved movie settings, as noted by Soligo.

Dude ranches have long reaped the benefits of Western films, well before the enormous success of series like Yellowstone.

“From a dude ranch owner’s perspective, the proliferation of Westerns in both cinema and television increased focus on tourism in the West—along with cowboys, horses, and ranches,” explains Russell True, managing partner of True Ranch Collection and owner of White Stallion Ranch in Tucson, Arizona, which served as the setting for the TV series High Chaparral (1968-72). “Travelers wished to experience the outdoors, Western heritage, and meet authentic cowboys.”

True recalls a moment in the early 1990s when his mother called him over to her desk to inquire if he was aware of a film titled City Slickers. She was receiving inquiries from individuals wanting experiences like the one depicted in the Billy Crystal Western-comedy, which True emphasizes was actually centered around a cattle drive.

“That film single-handedly revitalized the concept of dude ranch vacations,” he remarks. “The best part was, we merely needed to answer the phone.”

To What Extent Can A Popular TV Show Or Movie Influence Tourism In A Region?

Beyond Hollywood, numerous locations have made strategic efforts to attract film crews.

A notable instance is Georgia, which has transformed into a premier location for film and television productions, featuring filming spots that range from the Blue Ridge Mountains and Savannah’s historic squares to Atlanta’s urban landscape.

Prominent films shot in the Peach State encompass Forrest Gump, The Hunger Games, and Stranger Things, each drawing tourists to visit the filming locations, thereby providing an uplift to the local economies.

Fountain in Savannah. Georgia has positioned itself as a premier filming locale for both movies and television productions.

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“The influence of film tourism lingers long after production ends,” states Jay Markwalter, Statewide Tourism Director for the Georgia Department of Economic Development and Explore Georgia, in an interview with Forbes.

Throughout Georgia, locales are capitalizing on the enduring economic advantages of film tourism, providing exceptional experiences for visitors to trace the steps of their beloved stars and discover iconic sites they have encountered on screen, he notes.

A prime instance of successful tourism: Downtown Senoia, Georgia—serving as the main filming site for the zombie-themed series The Walking Dead—expanded from six storefronts in 2011 to 150 by 2023 due to the success of the AMC series.

Another illustration: Following the release of Crazy Rich Asians in 2018, tourism officials observed that organic search interest in Singapore surged more than threefold in the U.S., based on Google search statistics at the time of the film’s launch.

Though fictional, the film does not portray the entirety of Singapore nor the experiences of its residents broadly, remarks Ellen Lee, Senior Vice President for the Singapore Tourism Board, Americas.

“However, the captivating narrative highlighting famous Singaporean backdrops like Marina Bay Sands, Newton Hawker Center, Gardens by the Bay, and Chijmes—showcasing that memorable wedding moment—sparked viewer interest, particularly in North American markets,” she explains. “It presents the city-state in a manner that honors Singapore’s culture, cuisine, and attractions.”

The visibility generated by the film continues to draw tourists to Singapore even today.

While there’s no definitive formula for transforming a film-featured city into a tourist hotspot, destinations aiming to capitalize on interest from television and films should foster engagement with film productions and consider focused branding initiatives, Soligo suggests.

In Las Vegas, MGM Grand Hotel & Casino alongside Netflix is set to launch Netflix Bites in early 2025, a year-long culinary initiative featuring creations inspired by renowned series, such as Stranger Things and Bridgerton.

Destinations have also gained traction by tapping into nostalgia.

Adermatt, Switzerland, for example, celebrated the 60th anniversary of Goldfinger by embracing its connection to James Bond through themed offerings at The Chedi Andermatt, featuring private car excursions along the Gotthard Pass, the renowned road where Bond’s legendary chase sequence unfolded, and driving experiences with luxury sports cars akin to those featured in the film.

How Does Movie Tourism Influence Local Cultures?

Film tourism can produce both advantageous and detrimental outcomes for local cultures and environments.

On the positive side, it can generate revenue for destinations even after filming has concluded. For instance, ToursbyLocals oversees a popular Game of Thrones tour in Dubrovnik, led by guides who often served as extras on the show, enhancing the experience with unique insider perspectives and offering smaller group options compared to the larger tours that congest narrow pathways in the historic city.

“When fans explore locations such as Dubrovnik for Game of Thrones or the Scottish Highlands for Outlander, they are not merely visiting renowned filming sites—they are interacting with local residents who share personal tales, historical insights, and cultural context,” comments Sara Cooke, communications director with ToursByLocals.

Regrettably, recent years have shown negative trends regarding overtourism, Soligo points out.

In Thailand, for instance, officials closed Maya Bay for three years starting in 2018 to allow the ecosystem to recuperate. The Beach, a 2000 film starring Leonardo DiCaprio, brought fame to the location, and the continuous influx of tourists harmed the beach area and coral reefs.

In terms of destinations engaging in tourism planning, it’s crucial to acknowledge that excessive tourism and an emphasis on tourism infrastructure can disrupt the cultural fabric.

What Are Some Instances of Movie Tourism?

One of the earliest examples of movie tourism that Soligo highlights is Roman Holiday, which debuted in 1953 and continues to draw visitors to its iconic sites in Rome. Other more contemporary notable instances include The Lord of the Rings in New Zealand and Harry Potter in the United Kingdom.

Recent data from Expedia indicates a 30% increase year-over-year in Dubai following the airing of The Real Housewives of Dubai.

Conversely, the United Kingdom remains a favored set-jetting spot, boasting numerous Bridgerton, Harry Potter, Game of Thrones, and Outlander-inspired tours that have emerged. Additionally, Ridley Scott’s Gladiator 2 has sparked interest in Malta.

Interested in experiencing movie tourism for yourself? Here are some more must-visit movie tourism locations around the globe.