The Rise of “Screen Tourism”: More Than Just a Pretty Backdrop
When a global streaming giant like Netflix decides to film in a specific location, it isn’t just about the aesthetics of the landscape. It’s about the creation of a “cinematic destination.” We are seeing a massive shift in how regional economies view the film industry—not as a luxury, but as a strategic economic engine.
This phenomenon, known as screen tourism, occurs when fans travel to visit the real-life locations seen in their favorite movies or series. From the rugged coastlines of Northern Ireland thanks to Game of Thrones to the quaint villages of the English countryside in The Crown, the “Netflix Effect” can trigger an overnight surge in tourism that lasts for decades.
For smaller provinces or remote regions, the stakes are incredibly high. A single 10-episode series can showcase a region to hundreds of millions of viewers, effectively serving as a global advertisement that no traditional marketing budget could ever buy.
The High-Stakes Game of Film Incentives
Attracting a major production isn’t as simple as having a beautiful view. In the modern film industry, production companies are often “location agnostic,” meaning they will move a project to whichever jurisdiction offers the most competitive financial package.
This has led to an aggressive competition between regional governments. We are seeing a trend where provinces and states compete through Film Production Funds—tax credits, grants, and subsidies designed to offset the high cost of filming. When a government hesitates or fails to provide “certainty,” productions can move to a neighboring region in a heartbeat.
The strategy is simple: the government invests a few million dollars upfront in subsidies to unlock tens of millions in direct spending. This includes payroll for local crews, rentals for equipment, and bookings for hundreds of hotel rooms and catering services.
Beyond the Camera: Long-Term Economic Ripples
While the immediate “direct spend” (the $20M to $30M estimated for a single season) is impressive, the real value lies in the secondary and tertiary economic impacts. This is where the trend of regional branding comes into play.
When a bestselling novel is adapted for the screen, it bridges the gap between literary success and visual tourism. The narrative creates an emotional connection between the viewer and the geography. People don’t just want to see the place; they want to feel the atmosphere they experienced through the screen.
This leads to several sustainable growth trends:
- Infrastructure Upgrades: To accommodate large crews, local governments often improve roads, internet connectivity, and hospitality services.
- Talent Incubation: Local film crews get “huge league” experience, turning a region into a viable hub for future independent productions.
- Diversification of Revenue: Moving away from seasonal tourism toward a year-round “film-friendly” economy.
For more insights on how local governments are evolving, check out our guide on Sustainable Regional Development or explore the latest in global tourism trends via the UN World Tourism Organization.
The Future of Regional Storytelling
Looking ahead, the trend is moving toward “hyper-localism.” Global audiences are increasingly craving authentic, specific settings over generic studio backlots. This gives smaller regions a unique competitive advantage.
We expect to see more “cluster filming,” where multiple productions gravitate toward a region that has proven its reliability and support. Once a province establishes a reputation for being “film-friendly,” it becomes a self-fulfilling prophecy—more productions come because the infrastructure and talent are already there.
Frequently Asked Questions
It refers to the surge in visitors to a location after We see featured prominently in a popular streaming series, often leading to increased local business revenue and global brand recognition.
Governments use subsidies to attract productions that would otherwise go elsewhere. The goal is to trade a short-term investment for a much larger return in direct spending and long-term tourism.
In some cases, “over-tourism” can strain local infrastructure or disturb residents. The trend is now moving toward “managed tourism” to ensure the local environment is preserved while the economy grows.
What do you think? Should governments prioritize funding for the arts and film to boost tourism, or should those funds go toward traditional infrastructure? Share your thoughts in the comments below or subscribe to our newsletter for more deep dives into the economics of culture!
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