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Film Tourism as a PhenomenaSimon Hudson
Film tourism is defined as “tourist visits to a
destination or attraction as a result of the destination
being featured on television, video or the cinema
screen”
Summary of the economic contribution of the core UK film industry
Note: The core UK film, industry includes the activities which arise in the UK from the companies /individuals employed in the different stages of film production in the UK (including
pre-and post-production); distribution of UK-made films; and exhibition of UK-made films. Economic activity associated with the distribution and exhibition of films made abroad is not
included.
Channel of impact
Total contribution to UK
GDP in 2006
Total contribution
to Exchequer revenues
In 2006
Employment
impact in 2006
Direct £1,510 mn £436 mn 33,500
Multiplier (indirect and
induced plus TV)£1, 625 mn £420 mn 33,500
British film box office
effect£53 mn £8 mn 500
Tourism £900 mn £200 mn 20,000
Promotion /Trade £20 mn £5 mn 700
Merchandising £235 mn £105 mn 6,500
Total £4,343 mn £1,174 mn 94,700
Why the growth?
Rise in international travel
History of film-making
Trends in tourist behaviour
Can be more effective than traditional
promotion avenues („destination placement‟)
What qualifies for
success? The success of the film
Identifiable and accessible locations
Relevance of the story to the location/clear link
Amount of exposure
A film location that has an emotional attachment
A location that has a physical icon that viewers can identify with
Destination AttributesScenery
Sets
Backdrops
Icons
Awareness
Brand
Who is the film tourist?
Three types
specific
general
serendipitous
Motivated by:
Place (location, attributes, landscapes,
scenery)
Motivated by:
Personality (cast, characters, celebrity)
Motivated by:
Performance (plot, theme, genre).
Don‟t forget television..
And music videos
Why should film commissions
be interested in film tourism?
They can offset costsGives another reason to lobby government for tax credits (eg. UK)Increased exposure will bring in more business (eg. Malta)Sustainability of film industry – creates a „film-friendly‟
Working together to leverage film
tourism
Film commissions can work with Destination Marketing Organizations and engage in marketing activities before production, during production, during release of the film, and after release
1. Before Production
Extra tax credits for
„tourism-friendly‟ productions
Negotiating Credits
Develop Marketing Partnerships
The „Making Of‟
4. After Release
A place for film tourists to visit
A place to stay
Movie tours
Interpretation is
important
As is memorabilia
Film tourism packages
Websites
Special Promotions
Movie maps
Guide books
Advertising film tourism destinations
Closing thoughts
Film tourism is a significant and
growing phenomena in the tourism
industry
Both the tourism and film industries
can take advantage of this growth by
understanding and leveraging film
tourism
Film commissions need to partner
with the tourism industry as early as
possible in the filming process
