Two-thirds of travelers now say movies and TV shows directly influence their trip decisions, turning on-screen fantasies into real-world destinations. Screen-influenced tourism has doubled in five years due to this pervasive influence, according to Expedia's 2026 trend report. While this surge creates a significant economic boon for many destinations, screen tourism also brings environmental impacts that are usually negative. Therefore, as screen tourism's economic influence grows, destinations must proactively implement sustainable strategies to prevent irreversible environmental damage.
The Tangible Economic Boost for Destinations
Screen tourism injects tangible financial benefits into local economies, according to Olsberg SPI. The United Kingdom alone sees approximately £1.6 billion from this sector, as reported by Academia. Beyond direct spending, screen content acts as a powerful promotional tool, influencing one in five overseas visits to the UK and drawing international visitors who might otherwise overlook these locations. The dual impact of spending and promotion delivers substantial financial benefits, but also reshapes a destination's identity, making it synonymous with on-screen narratives.
Global Reach and Environmental Trade-offs
Eighty million international tourists traveled to screen-featured destinations in 2017, according to Olsberg SPI, showcasing screen tourism's global reach. Massive traffic boosts locations like Hawai'i, where the film industry bolsters tourism appeal, according to files.hawaii.gov. Yet, this economic boon carries a heavy environmental toll. Film tourism's impacts are usually negative, states Researchgate, presenting a sustainability paradox: financial rewards and global promotion often come with unaddressed environmental costs, from increased pollution to strained natural resources. The allure of these cinematic landscapes risks being eroded by the very crowds they attract.
What is screen tourism and how does it work?
Screen tourism, or set jetting, involves travelers choosing destinations based on locations in movies, TV shows, or commercials, leveraging media's emotional pull to inspire visits.
How does film tourism affect local economies?
Film tourism significantly boosts local economies through increased visitor spending on accommodation, dining, transportation, and local goods and services.
