The Power of “Screen Tourism”

The success of the Canadian TV series “Heated Rivalry” is demonstrating the potent impact of screen tourism. The show, which premiered in late November 2025, has sparked a significant surge in bookings for accommodations in the Muskoka region of Ontario, Canada. Following the finale on December 26th, searches for cottages in the area increased by over 110 percent, according to the BBC.

Muskoka’s Moment: From Local Gem to Global Destination

Muskoka, located two hours north of Toronto, served as the backdrop for key scenes in “Heated Rivalry,” particularly those featuring the central cottage. This exposure has transformed the region from a relatively unknown destination to a sought-after location for fans eager to experience the settings from their favorite show. The area is known for its deep forests, clear lakes and idyllic cottages.

Beyond the Cottage: Hamilton’s Rising Profile

The impact isn’t limited to Muskoka. Filming also took place in Hamilton, Ontario, where fans are now visiting locations featured in the series, including a notable pink tunnel and a café used as a smoothie bar. This highlights how screen tourism can benefit multiple locations associated with a production.

The Broader Trend: Set-Jetting and Destination Appeal

“Heated Rivalry” exemplifies a growing trend known as “set-jetting” – travel motivated by locations featured in films and television shows. This phenomenon isn’t new, but its scale and economic impact are increasing. The appeal lies in the desire to connect with beloved stories and experience places seen on screen firsthand.

Authenticity and the Appeal of Real Locations

According to Muskoka Tourism, the recent boom in interest is driven largely by Canadians appreciating the authentic portrayal of their country. However, 15 percent of new bookings are coming from the United States and other international markets. This suggests that showcasing a destination’s natural beauty and unique character can attract a wider audience.

Marketing the Dream: The “Come to the Cottage” Campaign

Muskoka Tourism recognized the opportunity presented by the show’s popularity and launched the “Come to the Cottage” campaign in December, featuring billboards throughout Toronto. This proactive marketing strategy demonstrates the importance of capitalizing on media exposure to drive tourism.

Future Implications for the Tourism Industry

The “Heated Rivalry” effect suggests several potential future trends for the tourism industry:

• Increased Demand for Authentic Experiences: Travelers will increasingly seek destinations that offer genuine cultural experiences and showcase local character.
• Strategic Partnerships with Entertainment Industry: Tourism boards will likely forge closer partnerships with film and television productions to promote their regions.
• Rise of Niche Tourism: Screen tourism will continue to cater to specific fandoms and interests, creating highly targeted travel packages.
• Sustainable Tourism Practices: Destinations will necessitate to manage the influx of visitors responsibly to minimize environmental impact and preserve local communities.

FAQ

• What is “screen tourism”? It’s travel motivated by locations featured in films, television shows, or other media.
• Where was “Heated Rivalry” filmed? Primarily in Muskoka and Hamilton, Ontario, Canada.
• Has “Heated Rivalry” impacted tourism in Canada? Yes, searches for accommodations in Muskoka increased by over 110 percent after the show’s finale.

What are your thoughts on the impact of shows like “Heated Rivalry” on travel? Share your experiences in the comments below!