Film Tourism: The Good and Bad of Traveling for Your Fave Show
We have many things to thank the Internet for, among which is connectivity and access to information. While the world may have seemed huge and intimidating before, it now feels easy and accessible. Proof of this is “Film Tourism,” a term coined to describe how films and shows inspire audiences to explore destinations popularized by what is seen on the screen. While this is a rising trend in the 2020s, researchers had already noticed the tendency years ago, calling it “movie-induced tourism.”
While there had been questions as to the validity of “movie induced tourism” in the 1990s, today, researchers confirm that the impact of the film and movie industry on travel is “massive.”
“Mission Impossible 2” has been said to have increased tourism to Sydney National Park by 200%. “The Lord of The Rings” has also impacted New Zealand’s tourism so much so that the word “Tolkien tourism” was born.
Recently, the release of “The White Lotus” put the spotlight on Thailand, with travel agency, Agoda, reporting a 12% increase in accommodation searches. According to Agoda, interest from the United States also grew by 65% compared to the last month’s average. Whereas past searches for Koh Samui accommodations had previously been from Malaysia and countries nearby Thailand, now tourists from Israel, Germany, France, and the UK have shown growing interest in visiting.
Pierre Honne, Country Director Thailand at Agoda shared, "The third season premiere of 'The White Lotus' has been a highly anticipated event in Thailand as it has across the rest of the world. The potential positive effects on Koh Samui and Thailand's tourism are undeniable.”
Past seasons of “The White Lotus,” filmed in Hawaii and Sicily, had also impacted the aforementioned destinations positively, with people flocking to the locales after seeing the show. Associate Professor at UQ Business School, Monica Chien, shared that “film tourism” is a strategic tool for destination marketing, and therefore, economic growth.
"Film tourism is a multifaceted phenomenon that encompasses a wide range of activities and cultural experiences, all of which can significantly influence a destination's image and drive visitation," she told ABC News.
With this at stake, the Thai government pulled out plenty of stops to ensure that they would be the main feature for the third season of “The White Lotus.” They offered generous tax rebates for the production company, ultimately wooing showrunners to choose Koh Samui over Japan, which had been the original choice for production. This shows the government’s awareness of the power of “film tourism,” and how major bodies are willing to show leniency in order to promote their destinations.
But, as with anything, film tourism has its downsides. In fact, some researchers say that the negative impacts far outweigh the positive ones, especially for places that are ill-equipped to handle the influx.
First and foremost, is the damage that the natural environment may have to face when accommodating more than the usual amount of people. There will likely be an increase in pollution, trash, and waste. For locales that don’t have the proper infrastructure to manage this, the problem could become critical.
More than that, there is also the tension between locals and tourists. Displacement could happen – locals and tourists may have to compete for resources such as parking space or rent. An increased number of visitors would also likely encourage local businesses to raise prices in order to capitalize and turn a profit. This could negatively impact the lives and routines of people who have called the area home way before it became “popular.” Of course, problems also arise when tourists are uninformed or deliberately disrespectful.
A perfect example of this is the case of Sagada, an idyllic mountain town located in the Philippines. The locale was popularized by the 2014 movie “That Thing Called Tadhana” starring Angelica Panganiban and JM de Guzman. After its release, local tourists began taking notice of the quaint mountain town, flocking to its hills for beautiful views and refreshing mountain air. However, residents of Sagada noted increasing crises in congestion, water scarcity, pollution, and cultural disrespect (i.e. tourists disrespecting the hanging coffins, which is a traditional burial practice for the Igorot tribe).
However, the research paper did touch upon the agreement that both tourists and locals have in the perception that “film tourism” is an income generator for Sagada. Locals are also in favor of the government collecting fees (i.e. environmental fees) from tourists in order to supplement income for infrastructure as well as to serve as a deterrent for increased signs of pollution.
While tourism is fun and exciting – definitely an advantage to many locals who find jobs in the sector – it becomes clear that some etiquette has to be followed in order for it to be beneficial to both locals and tourists. This is by no means the start or end of “film tourism;” in fact, we’re sure that it’s only the beginning. As future productions choose to take advantage of cheaper travel and picturesque locales, “film tourism” is sure to find a boost in even the most remote destinations.
The most important thing for people to do when partaking in “film tourism” is to research the culture. Make sure that one’s behavior aligns with what is allowed in a certain place. While one may not fully agree with a destination’s beliefs or practices (i.e. religious practices), it’s important to realize that respect for the locals must take precedence over anything else.
Aside from that, practicing basic politeness should be a baseline. Visitors should be sure not to litter, and not to cause any kind of pollution, including noise pollution. Working together with local governments to protect resources and infrastructure can turn “film tourism” into an enjoyable experience for the people who live in an area, as well as the people who choose to visit it.
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