“Set tourism” – traveling to destinations where popular movies or TV series are filmed – has become one of the fastest-growing trends in global travel. According to 2023 data from Expedia, 44% of travelers said films and series were their biggest source of travel inspiration, overtaking the influence of social media.
Hallstatt, Austria: Frozen’s Real-Life Village
The small village of Hallstatt in Austria, with a population of just 800 people, now welcomes nearly 10,000 visitors per day thanks to its resemblance to the fictional kingdom in Disney’s “Frozen.” In 2023, locals even installed a fence to partially block the view as visitor numbers strained the village’s infrastructure.
Global Destinations Boosted by TV Hits
This phenomenon isn’t confined to Austria:
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Taormina, Sicily – HBO’s “The White Lotus” boosted demand at the San Domenico Palace, a Four Seasons property, and increased tourism across the region.
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England – Netflix’s “Bridgerton” has drawn global visitors to historical palaces and gardens showcased in the series.
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Romania – Buftea Studios became a tourist magnet following the success of Netflix’s “Wednesday.”
Korean Dramas’ International Impact
Korean series are also shaping travel routes worldwide:
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After “Crash Landing on You,” Swiss towns like Interlaken, Grindelwald, and Iseltwald entered the itineraries of Asian tourists.
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The 2024 drama “Queen of Tears” sparked increased interest in Berlin and Potsdam in Germany.
Tourism Records and Overtourism Concerns
While film tourism drives economic benefits, it can also overwhelm local communities:
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Dubrovnik, Croatia broke records with 1.5 million tourists in 2019 following “Game of Thrones” filming – equivalent to about 36 visitors per resident. Locals now face traffic congestion, infrastructure fatigue, and declining quality of life.
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Maya Bay, Thailand, famously featured in “The Beach” starring Leonardo DiCaprio, was closed for four years to allow damaged coral reefs to recover, reopening in 2022 with limited access.
France’s Sustainable Approach
France is already taking steps to mitigate film tourism pressures. With the fourth season of “The White Lotus” set to be filmed there, tourist hotspots such as Montmartre have expressed concerns over overcrowding. Cannes has announced plans to limit daily visitors by restricting cruise ship arrivals.
In 2021, France launched a €1.9 billion sustainable and inclusive tourism plan, promoting train travel over short flights and encouraging tourists to explore destinations beyond Paris. This systematic policy aims to balance economic growth with community well-being.
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