The impact of cinema on tourist destinations worldwide

Reading time: 6 minutes

Cine-Tourism and Mass Tourism

Cinema: A subtle yet effective manipulator of tourist choices

Cinema, much more than just entertainment, is a powerful tool of emotional and cultural influence. By showcasing stunning landscapes, idealised cities, or thrilling adventures in real locations, it unconsciously conditions viewers to want to see these destinations with their own eyes.

This influence is no accident: increasingly, productions collaborate with tourism boards or governments to promote a location as a “tourist product,” ready to be consumed by the masses. It’s a form of gentle marketing that appeals through emotions, beauty, adventure, and romance. And this is where its strength lies: viewers don’t feel as though they are being sold a destination; they naturally dream of it.

However, on a large scale, this strategy directly feeds mass tourism. A location presented as idyllic on screen quickly goes viral, with a massive influx of visitors attracted to that spot. Cinema becomes not only a creator of dreams and desires but also a trigger for collective behaviours, even mimetic ones. This mimetic desire, a concept theorised by René Girard, refers to the human tendency to desire what others desire. Thus, when a destination becomes popular on screen, it sparks strong interest, becoming a symbol of social recognition and belonging to a trend.

Co-productions and co-branding strategies are multiplying: for example, New Zealand invested millions of dollars to have Peter Jackson’s films shot there, while VisitBritain launched a vast campaign linked to the Harry Potter films. Destinations are thus becoming brands in their own right, built in collaboration with the film industry.

Cinema, a source of inspiration and desire to travel

Films and series inspire millions of viewers to travel to the locations they discover on screen. According to an Ifop study (2024), cinema is now the second-largest source of inspiration for choosing a destination, right after personal recommendations. Other European studies estimate that about 80 million tourists each year choose their destination partly because of a film or series.

How cinema shapes our travel desires

Cinema exerts significant and unconscious influence over our destination choices, manifesting in various ways:

An idealised visual showcase: Films provide an aesthetic portrayal of certain locations, often enhanced by lighting, sets, and music. This creates a desire to “live” in these landscapes in real life.
Emotional storytelling: By following characters on their journeys, adventures, or moments of transformation, viewers can identify with them. They don’t just want to see the location, but relive the emotions of the film.
Creation of an associated imagination: Cinema associates places with emotions, stories, or strong symbols. A city becomes romantic, wild, or mysterious depending on the film. This makes us want to live those experiences ourselves.
Creation of modern myths: Some places become true cultural icons (New York in Sex and the City, Paris in Amélie…). These places, made famous by films and series, become more than mere sets. They become symbols of emotions, dreams, and adventures. The appeal is not only aesthetic but emotional.
Projection of oneself into a “Dreamed Elsewhere”: Cinema offers mental escapism, and this escapism then becomes a concrete travel plan. The viewer projects their desire for change, escape, or a personal quest onto the locations seen on screen.
Identification and projection: Viewers identify with the heroes and project themselves into their world. Visiting the filming locations allows them to relive their adventures, creating emotional closeness, as in the Harry Potter
The familiarity effect: Seeing a place multiple times on screen creates an illusion of proximity. It feels like “knowing” the place, which makes the idea of going there more natural.
Mimetic desire: Viewers often want what others want. A location popularised by a film becomes a “trendy place” that one wants to visit to keep up with the trend.
Valorisation of local heritage: By showcasing iconic sites, cinema enhances culture, history, and architecture. This attracts tourists who are curious to learn more, serving as a lever for regional prominence.

Thus, cinema stimulates our imagination and helps us plan our travels by making us dream, immersing us in the experience, and creating a sense of familiarity with unfamiliar places. This influence, combined with the power of digital media and social networks, makes cine-tourism a major phenomenon in contemporary tourism.

Iconic examples of cine-tourism

New Zealand: The Lord of the Rings trilogy transformed the country into “Middle-earth,” resulting in an explosion in the number of visitors. Hobbiton villages have been recreated, and dedicated tours are offered.
Paris, France: After the success of Amélie Poulain, thousands of tourists continue to visit the café and grocery store from the film. The Louvre also saw increased visitors after The Da Vinci Code.
Maya Bay, Thailand: Made famous by the film The Beach (2000), Maya Bay has suffered significant environmental damage due to the arrival of hundreds of thousands of tourists each year.
Fjaðrárgljúfur Canyon, Iceland: This canyon became globally known after being featured in a Justin Bieber music video in 2015. The sudden influx of tourists caused severe damage to the fragile vegetation.
Étretat Cliffs, France: The airing of the Lupin series led to a dramatic increase in visitors to the Étretat cliffs. The massive foot traffic has accelerated soil erosion and threatens the stability of this natural site.
Iseltwald, Switzerland: After a cult scene from the South Korean series Crash Landing on You, the small town of Iseltwald was overwhelmed by tourism, leading to traffic jams, crowds, and pressure on the local environment.

These examples show how films and series can transform locations into must-visit destinations, but also how this sudden popularity can have negative consequences for the environment and local infrastructure.

The rise of series: an increasingly powerful tool for tourism attraction

TV series have become a major factor in the tourism appeal of destinations, creating a strong emotional connection between viewers and the locations featured. Series like Game of Thrones have transformed cities like Dubrovnik into popular tourist spots, while Emily in Paris has attracted visitors seeking a romantic Paris. K-dramas have also driven a tourism boom, such as in Iseltwald after Crash Landing on You. Through global streaming platforms and their viral nature, these series fuel a growing global fan tourism, amplified by social media.

Major economic and cultural impact of cine-tourism

Cine-tourism boosts the local economy: hotels, restaurants, shops, and guides directly benefit from the influx of visitors. Some regions even invest in hosting film shoots to enhance their attractiveness and create a strong brand image. Strategic tourism development plans are sometimes designed around a successful shoot, with cinephile routes, dedicated museums, or festivals. For example, after Game of Thrones was filmed in Dubrovnik, the city saw its tourism revenue increase by more than 10% annually for several years.

Side effects and challenges of cine-tourism

Over-tourism: The massive influx of tourists can overwhelm local infrastructure and disrupt the lives of residents.
Environmental degradation: The heavy use of fragile natural sites can lead to ecosystem damage, biodiversity loss, and soil erosion.
Commodification of locations: Some sites become overly commercialised attractions, risking the loss of authenticity and their connection to local culture.
Economic inequality: The economic benefits of tourism don’t always reach the entire local population, sometimes creating imbalances.
Ecosystem disruption: Human presence affects natural habitats, making it difficult for species to survive and destabilising ecological balances.

There is also a crucial ethical question: who is responsible for preserving sites? Should productions include an environmental charter? Should tourism boards limit access to overly fragile locations? Educating visitors is also key. Sustainable cine-tourism requires cooperation between the film industry, governments, NGOs, and travellers themselves.

The environmental impact of cine-tourism and the disruption of ecosystems

Cine-tourism, while bringing significant economic benefits, can also have disastrous effects on natural environments and local ecosystems. The massive influx of tourists, attracted by the popularity of cinematic sites, can place excessive pressure on these locations. Natural spaces, sometimes fragile, are particularly vulnerable to overuse, which can lead to landscape degradation, biodiversity loss, and soil erosion.

For example, sites like Maya Bay in Thailand, made famous by The Beach, have suffered irreversible damage due to mass tourism, with coral reefs destroyed and beaches polluted. Similarly, iconic locations in Iceland and New Zealand, also popular for their cinematic backdrops, face similar challenges. The environmental impact is often amplified by the lack of awareness among visitors regarding the fragility of these spaces.

To mitigate these risks, it’s crucial to develop sustainable management strategies that regulate access to sites, educate visitors on respecting ecosystems, and promote responsible tourism practices. Environmentally responsible cine-tourism should encourage the use of eco-friendly transportation, reduce waste, and preserve natural habitats. By taking concrete steps to minimise their ecological footprint, cinematic destinations can hope to preserve their beauty and authenticity for future generations.

Towards Eco-Responsible Cine-Tourism

In response to the environmental and social challenges posed by mass tourism, a form of eco-responsible cine-tourism is emerging. This is a conscious form of tourism that aims to minimise ecological impact while preserving local resources. To ensure the sustainability of film-related tourist sites, it is crucial to promote responsible behaviours: prioritise eco-friendly transport (walking, biking, public transport), follow designated trails, avoid disturbing local wildlife and flora, and reduce waste. By supporting local initiatives and eco-responsible accommodations, travellers contribute to preserving the authenticity and beauty of these sites, ensuring their preservation for future generations.

Conclusion

Cinema has become a major player in global tourism, influencing destination choices through its landscapes and stories. While cine-tourism brings economic benefits and highlights heritage, it also raises challenges such as over-tourism and environmental preservation. Eco-responsible cine-tourism, combining passion with respect for territories, is essential for maintaining ecosystem balance. This requires the commitment of all, from film producers to travellers, to create more sustainable and responsible tourism.