Movies and TV shows have a powerful way of transporting us to new worlds — and sometimes, they inspire us to book a trip in real life. This phenomenon is called screen tourism, and it’s become a major force in global travel.
While screen tourism can boost local economies and shine a spotlight on lesser-known places, it also brings challenges — like overcrowding, strain on infrastructure, and environmental impacts.
Learn what screen tourism is, some of the ways it’s shaping travel today, and why it’s so important to think critically about the way we engage with the places we first fell in love with, on-screen.
What is Screen Tourism?
Screen tourism describes when people visit real-life places that they’ve seen in movies or TV shows. After seeing a beautiful landscape, a historic town, or an exciting city on screen, fans often want to experience it for themselves. For example, King’s Cross Station in London is now a favourite photo opp for tourists who are Harry Potter fans, and the town of Forks, Washington has become popular with Twilight fans.
How TV and Film Impact Tourism
In the late 1990s, Peter Jackson made a decision that would shape the future of New Zealand’s tourism industry in a long-lasting way.
He decided that New Zealand’s landscapes were exactly right for representing Middle-earth – the fictional world created by J.R.R. Tolkien, and the setting of the famous Lord of the Rings books. As a result, the Lord of the Rings trilogy of films was shot entirely in New Zealand.
Before the Lord of the Rings, tourism in New Zealand was present, but modest. The country was known for its nature, but it wasn’t yet a major international tourist destination. Visitors came mostly for hiking, skiing, and bungee jumping, with tourism focused more on nature and adrenaline than pop culture.
But after the Lord of the Rings films were released in the early 2000s, New Zealand experienced a dramatic boost in global tourism, often referred to as the “Middle-earth effect.”
Tourist numbers shot up 40% in the five years after the first film, and tourists who came were now interested in visiting Lord of the Rings filming locations. Tourism campaigns leaned into this, promoting New Zealand as Middle-earth. ‘Tolkien tourism’ was officially born.
The impact was so significant that film-induced tourism became a long-term strategy for the country’s travel industry. It influenced branding, infrastructure investment, and led to the creation of guided experiences and tours built around the Lord of the Rings.
Screen tourism surges can bring attention to lesser-known places, and boost local economies. But it also raises concerns about sustainability and the well-being of host communities.
Dubrovnik, Croatia is a historic city known for representing King’s Landing in Game of Thrones. After appearing in the popular HBO series, the city experienced a huge influx in tourism. A 2017 study found that after Game of Thrones started airing, nearly 60% of visitors were aware of Dubrovnik’s connection to the show, and almost 30% said it was a key reason for their visit.
But with the increased awareness of Dubrovnik, and interest in visiting, the city soon faced overcrowding. Over the last decade, Dubrovnik has been forced to introduce measures aimed at controlling the amount of incoming tourists, in an attempt to protect the city, which is also a UNESCO World Heritage Site.
Recently, I’ve been thinking about the screen tourism impact of HBO’s The White Lotus. I’ve long been a fan of how the show unpacks themes of privilege, power dynamics, and cultural exploitation, against the backdrop of luxury tourism. But the show also has me thinking about the real-world impact that it has on the places it depicts.
The “White Lotus Effect’ on Koh Samui, Thailand, where the most recent season of the show was shot, was in motion before the season even aired.
When it was announced mid 2024 that Thailand would be the location for the show’s third season, booking platforms reported an immediate increase in searches, and airlines including Finnair added extra weekly flights to Phuket.
When The White Lotus films in a location, it brings jobs. The arrival of the international cast and crew in Taormino, Sicily for the show’s second season was forecast to bring a €2m boost to the town’s hotels, rental flats, bars and restaurants. It also brought work opportunities for local people.
The economic benefits of this HBO production continue after a show wraps, too. According to Expedia, the first two seasons of The White Lotus drove a 300% increase in travel demand to Hawaii and Sicily.
It’s too soon to say what the full impact of the White Lotus Effect on Thailand’s tourism landscape will be. But I’m worried about it. According to the BBC, Thailand did not create a specific plan to mitigate a tourism surge from the show.
And given that the show highlighted Koh Samui, an island that is already grappling with the effects of overtourism, it’s expected that tourism surges due to the show will be concentrated on that island.
It doesn’t appear that there’s been meaningful investment in infrastructure to support a surge of tourism on the island, and I haven’t found any messaging from Thailand’s tourism authority that encourages tourists to go to lesser known islands.
Is Screen Tourism Good or Bad?
It’s clear that mainstream media and tourism are deeply entwined. But there’s a lot of nuance around whether or not screen tourism is a good thing.
Screen tourism is a powerful force — one that can uplift communities and drive meaningful economic growth. But without foresight, planning, and collaboration between the entertainment industry, governments, and tourism stakeholders, the consequences can be severe.
The sudden attention that comes with on-screen fame can put enormous pressure on communities and ecosystems. If screen tourism is going to be a sustainable force for good, it requires long-term strategy, investment in infrastructure, and a commitment to ensuring that the benefits of exposure don’t come at the cost of overtourism.
While the bulk of the responsibility here is on the entertainment and tourism industries, as travelers, we have a bit of a role to play too. By being intentional about when, where, and how we visit screen-famous destinations, we can help ensure that the places we love on screen aren’t damaged by our desire to experience them in real life.
My advice if The White Lotus has you dreaming of a trip to Thailand? Book your trip for the shoulder or off-season, and travel away from the already established hotspots like Koh Samui and Phuket. While there, travel slowly and follow the best practices for being a responsible tourist by putting intention into where you spend your money. Do your best to ensure your dollars go to the local economy.
More from Pina Travels:
