Glamour side of tourism

Feb 28 2014, 17:26 IST
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Global tourism is increasing day by day, and one of the key identifiable reasons is film shootings. Global tourism is increasing day by day, and one of the key identifiable reasons is film shootings.
SummaryGlobal tourism is increasing day by day, and one of the key identifiable reasons is film shootings.

Global tourism is increasing day by day, and one of the key identifiable reasons is film shootings. It is a growing trend among travellers to visit famous destinations where films have been shot. Even the tourism boards are including special schemes and tax reliefs to increase the movie shoots in their respective countries, which in turn attracts tourists.

Joachim Holte, chief marketing officer, Wego, said, “As predictions of global tourism growth rises to the greatest levels in history, filmmakers join tourism bodies to maximise the impact a film’s location has on today’s more adventurous travellers.”

“Today’s traveller seeks inspiration and unique experiences; destinations that tell a story and capture the imagination. Both destination marketers and filmmakers have recognised that film-induced tourism creates a mutually beneficial promotion and caters to the growing desire of travellers seeking out the more unusual destinations and experiences,”he added.

Film and television can often spark the urge to visit the location they were filmed in. In a recent survey, some Australian travellers cited New York and Europe as their dream Christmas destinations, inspired by film classics. A great example is New Zealand who have successfully leveraged their natural treasures as the backdrop to the Lord of the Rings and Hobbit movies.

Holte said, “It goes beyond taking selfies and laying on the same stretch of sand that Leonardo Dicaprio made famous on Phi Phi Island in Thailand. Film communicates insights into a country’s history and culture by emotionally connecting with an audience, and is far more effective than any stand-alone destination marketing campaigns.”

Braveheart is attributed to have caused a 300 per cent increase in visitation to Scotland in the 12 months following the release of Mel Gibson’s epic. The Crown Hotel in Amersham, England whose Courtyard Suite was featured in Four Weddings and a Funeral was fully booked for three years following the release of the movie. Leonardo diCaprio’s film, 'The Beach', was said to be responsible for a 22 per cent increase in youth market visits to Thailand.

“Within the world of online culture and social connectivity that we now live in, film is becoming one of the biggest opportunities tourism bodies have. Today’s travellers see themselves as explorers; they dig deeper into destinations than they did in the past and feel emotionally linked to destinations they’ve experienced on the big screen,” Holte explained.

Television also plays a role in boosting tourism. The recent phenomenon

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