France's Cinematic Charm: A Magnet for Global Tourists
Recent findings reveal a significant impact of films and TV shows on tourism in France. A survey by France's National Center for Cinema and Animated Image shows a notable increase in the desire of foreign tourists to visit France, inspired by media shot in the country. From 74% in 2018, the figure has now risen to 80%. This surge reflects the powerful influence of visual media on travel choices.
Influence of Media on Travel Decisions
The survey, targeting 500 foreign tourists, evaluated how French-set media sways travel plans. These tourists, who stayed in France for a week on average, spent around €1,700 each. Among the respondents were Americans, Chinese, British, Spanish, Germans, and Belgians. The key focus was understanding the media's role in shaping their decision to explore France.
TV Series: A Strong Pull Factor
Remarkably, 10% of foreign tourists were motivated to visit France by specific TV shows or movies. 'Lupin' and 'Emily in Paris' have emerged as significant influencers, drawing 50% and 44% of tourists, respectively. Interestingly, 'Lupin' predominantly attracted male fans, while 'Emily in Paris' was more popular among women, especially those aged 18-34.
Tourism Industry Leveraging TV Show Popularity
Recognizing this trend, tour operators are introducing themed tours. For instance, travel startup Dharma launched 'Emily in Paris'-inspired tours in September.
Global Trend: Film-Inspired Tourism
This phenomenon isn't limited to France. Sicily witnessed a tourism spike due to 'White Lotus', and Iceland is considering 'Game of Thrones'-themed tours. Additionally, VisitBritain plans to utilize its film and TV show locations to attract tourists beyond London, focusing on the appeal of stories like Harry Potter and James Bond.
The Screen Effect: A Growing Trend
About a third of potential tourists are drawn to locations featured on screen, highlighting the growing trend of film and TV-induced tourism. This data underscores the emerging intersection between entertainment and travel, offering new avenues for destination marketing and tourism growth.
