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The Rise of ‘Immersive Tourism’: How Films & TV are Redefining Travel Experiences
<p>The upcoming release of Emerald Fennell’s <em>Wuthering Heights</em>, starring Margot Robbie and Jacob Elordi, isn’t just generating buzz for its cinematic adaptation of the classic novel. It’s showcasing a powerful new trend: immersive tourism. Airbnb’s collaboration to offer stays in Cathy Earnshaw’s bedroom, directly linked to the film’s location, is a prime example of how entertainment is increasingly influencing – and even <em>creating</em> – travel destinations.</p>
<h3>From Screen to Scene: The Power of ‘Set-Jetting’</h3>
<p>This phenomenon, often called “set-jetting,” isn’t new. Fans have long visited locations featured in beloved films and shows. Think of the enduring popularity of New Zealand after <em>The Lord of the Rings</em>, or the surge in tourism to Dubrovnik, Croatia, following its role as King’s Landing in <em>Game of Thrones</em>. However, the scale and sophistication are evolving. It’s moving beyond simply visiting a filming location to actively <em>living within</em> the world of the story.</p>
<p>Data supports this shift. Airbnb reported a 67% increase in searches for West Yorkshire accommodations among Gen Z travelers in the UK, and a 59% global increase, directly tied to the <em>Wuthering Heights</em> announcement. This demonstrates a targeted, measurable impact. According to a recent report by the UK’s Creative Industries Federation, screen tourism contributes over £7.3 billion annually to the UK economy.</p>
<p><strong>Pro Tip:</strong> For destinations looking to capitalize on this trend, proactively partnering with production companies *during* filming is crucial. This allows for the development of curated experiences and marketing campaigns that align with the release date.</p>
<h3>Beyond the Bedroom: Expanding Immersive Experiences</h3>
<p>The <em>Wuthering Heights</em> Airbnb experience goes beyond just a unique stay. The inclusion of a Charli XCX vinyl soundtrack, inspired by the film, and guided horseback riding through the moors elevates the offering. This highlights a key trend: immersive experiences are becoming multi-sensory and deeply integrated with the source material.</p>
<p>We’re seeing this across various entertainment sectors. Netflix’s <em>Bridgerton</em> inspired themed afternoon teas and immersive balls. The success of shows like <em>The Last of Us</em> (HBO) is driving interest in the real-world locations used for filming, and even sparking discussions about post-apocalyptic survival tourism (albeit a niche market!).</p>
<h3>The Role of Music & Soundscapes in Immersive Travel</h3>
<p>The <em>Wuthering Heights</em> example also underscores the growing importance of soundscapes in travel. Creating a curated audio experience – like the exclusive vinyl and listening sessions – adds another layer of immersion. This aligns with broader trends in wellness travel, where sound healing and mindful listening are gaining popularity. Companies like Resonarc are pioneering immersive sound installations in travel destinations, enhancing the emotional connection to a place.</p>
<p><strong>Did you know?</strong> Research shows that music can evoke strong memories and emotions, making it a powerful tool for creating lasting travel experiences.</p>
<h3>The Future of Immersive Tourism: Metaverse Integration & Personalized Narratives</h3>
<p>Looking ahead, the convergence of immersive tourism with the metaverse and augmented reality (AR) will be transformative. Imagine using AR to overlay historical scenes onto a real-world location, or participating in a virtual quest inspired by a film’s storyline. Companies like Niantic (known for Pokémon Go) are already exploring AR applications for tourism, offering interactive experiences that blend the physical and digital worlds.</p>
<p>Personalization will also be key. AI-powered platforms could curate bespoke immersive experiences based on a traveler’s preferences, creating unique narratives tailored to their interests. This moves beyond simply replicating a film’s setting to allowing travelers to become active participants in their own stories.</p>
<h3>FAQ: Immersive Tourism</h3>
<ul>
<li><strong>What is ‘set-jetting’?</strong> Visiting locations featured in films and TV shows.</li>
<li><strong>Is immersive tourism sustainable?</strong> It can be, but requires careful planning to avoid overtourism and respect local communities.</li>
<li><strong>What are the benefits for destinations?</strong> Increased tourism revenue, economic growth, and cultural preservation.</li>
<li><strong>How can travel companies get involved?</strong> Partner with film/TV productions, create curated experiences, and leverage technology like AR/VR.</li>
</ul>
<p>Explore more travel inspiration on our <a href="https://hypebae.com/2026/2/local-hype-melbourne-australia-travel-guide-shopping-restaurants-food">Melbourne Travel Guide</a>.</p>
<p>What films or shows have inspired *your* travel plans? Share your thoughts in the comments below!</p>