Film tourism is experiencing a global boom, with destinations like New Zealand, Thailand, South Korea, Italy, Spain, and the UK emerging as hotspots for travelers seeking to visit iconic filming locations. The film tourism market, which is set to surge to $157.5 billion by 2036, is reshaping the travel industry, offering airlines, hotels, and local economies a golden opportunity. From the majestic landscapes of New Zealand’s “Middle-earth” to Thailand’s beach scenes in The Hangover Part II and South Korea’s K-drama filming sites, these countries are not only seeing increased tourism but are also attracting travelers eager to immerse themselves in the worlds of their favorite films.
The Rise of Film Tourism: A Global Trend
Film tourism, also known as set-jetting, is growing rapidly. With a projected compound annual growth rate (CAGR) of 8.2%, the global market for film tourism is expected to grow from USD 71.6 billion in 2026 to USD 157.5 billion by 2036. This increase is largely driven by the global demand for immersive travel experiences, fueled by blockbuster films and TV shows that bring real-world locations to the big screen. Major destinations like New Zealand, Thailand, and South Korea have successfully tapped into this trend, attracting millions of tourists who want to see the places featured in their favorite movies.
New Zealand: The Ultimate Film Tourism Destination
New Zealand has long been a leader in the film tourism industry, thanks to its stunning landscapes featured in The Lord of the Rings and The Hobbit trilogies. These films have transformed the country into a must-visit destination for fans eager to walk in the footsteps of Frodo, Gandalf, and Aragorn. With tourism boosted by the popularity of these films, Air New Zealand has capitalized on the trend, offering special flight packages that include tours of the famous filming locations. The demand for flights to New Zealand is expected to continue growing, driven by the success of the “Middle-earth” experience and the country’s breathtaking scenery.
Hotels and resorts in New Zealand have embraced the film tourism boom, offering themed accommodations and experiences. Visitors can stay in lodges that reflect the fantastical settings of The Lord of the Rings, while enjoying immersive tours of iconic locations like Tongariro National Park, Queenstown, and Wellington.
Thailand: The Rising Star of Film Tourism
Thailand, with its picturesque beaches, rich cultural heritage, and vibrant cities, has become a major destination for film tourists. The release of The Hangover Part II, which showcased the bustling streets of Bangkok and the stunning beaches of Phi Phi Leh, catapulted Thailand to the top of many travelers’ lists. Since then, the country has seen a steady increase in the number of international visitors, especially those keen to explore the filming locations from the movie.
Airlines like Thai Airways and AirAsia have capitalized on this growing market by offering direct flights to popular film tourism destinations in Thailand, such as Bangkok, Phuket, and Chiang Mai. Thailand’s hospitality industry has also adapted, offering tourists luxury resorts, boutique hotels, and unique experiences tailored to film enthusiasts. As the number of film tourists continues to rise, Thailand is set to further solidify its position as a top destination for those seeking a cinematic adventure.
South Korea: The K-Drama Effect
South Korea has experienced a surge in tourism, largely driven by the global success of K-dramas. Popular shows like Winter Sonata, Boys Over Flowers, and Goblin have drawn fans from around the world to visit filming locations in Seoul, Jeju Island, and Busan. South Korea’s mix of modernity and tradition, from the dynamic streets of Seoul to the peaceful landscapes of Jeju Island, makes it an ideal backdrop for both K-dramas and films.
Korean Air offers convenient flights to Seoul, making it easier for film tourists to visit the heart of K-drama culture. The hospitality industry in South Korea has responded by offering K-drama-themed hotel packages and guided tours of filming locations. For K-drama fans, South Korea is a dream destination that offers a blend of cinematic experiences and cultural exploration.
Italy, Spain, and the UK: Continued Film Tourism Appeal
Italy, Spain, and the UK remain top destinations for film tourism. Italy’s landscapes, featured in Roman Holiday, The Godfather, and Under the Tuscan Sun, attract travelers eager to explore the charming streets of Rome, Venice, and Florence. Alitalia, Italy’s national airline, offers direct flights to major cities like Rome and Milan, making it easy for film tourists to visit iconic filming locations.
Spain has also become a popular destination for film enthusiasts, particularly due to the success of Game of Thrones and Vicky Cristina Barcelona. The country’s diverse landscapes, from the Alcázar of Seville to the beaches of Catalonia, have made it a top film tourism destination. Iberia, Spain’s national carrier, offers flights to several cities that are prominent in the film industry.
The UK has long been a cinematic powerhouse, with landmarks from Harry Potter and James Bond attracting millions of tourists each year. British Airways offers flights to key destinations, including London, Scotland, and the countryside, where many famous films were shot. Hotels in the UK offer themed experiences, such as Harry Potter-themed rooms and castle stays in Scotland, making it an immersive destination for film tourists.
How Airlines and Hotels Are Benefiting
As film tourism continues to grow, airlines and the hospitality industry are seeing substantial benefits. Airlines like Air New Zealand, Thai Airways, and Korean Air have expanded their routes to meet the growing demand for flights to film tourism destinations. By offering specialized flight packages and increasing flight frequency, airlines are positioning themselves to capitalize on this lucrative market.
The hospitality industry is also thriving, with hotels and resorts offering film-themed accommodations, guided tours, and exclusive experiences for film tourists. This growing trend has not only benefited airlines and hotels but also local economies, as more destinations look to tap into the film tourism market.
Conclusion: The Future of Film Tourism
Film tourism is set to continue its upward trajectory, with the global market expected to reach $157.5 billion by 2036. Destinations like New Zealand, Thailand, South Korea, Italy, Spain, and the UK are well-positioned to reap the rewards of this boom, with airlines and hotels offering tailored services to meet the needs of film enthusiasts. As cinematic landscapes continue to attract tourists from around the world, the convergence of film, travel, and hospitality is creating exciting new opportunities in the tourism industry.
