If Platform 9¾ is now a must-visit spot for tourists in London, it is far from an exception. Emily in Paris has rejuvenated the image of the City of Light, once again making it a symbol of glamour. The Korean drama Crash Landing on You transformed Iseltwald, a quiet village of 400 residents, into an attraction drawing hundreds of thousands of visitors annually. Similarly, The Lord of the Rings and The Hobbit are said to account for 20% of tourist flows to New Zealand.
The impact of popular TV shows on tourism
The phenomenon of “set-jetting” — traveling to locations featured in films or TV series — has significantly boosted tourism. A striking example is Game of Thrones, which highlighted destinations such as Northern Ireland, Croatia, and Iceland. Northern Ireland’s partnership with HBO, including tax incentives, generated over £30 million per year for the local economy. Likewise, Breaking Bad sparked a tourism boom in Albuquerque, New Mexico, with guided tours and themed treats like “Blue Sky” donuts.
TV series have also drawn attention to lesser-known, even overlooked, locations. For instance, Money Heist (La Casa de Papel) sparked interest in Madrid’s Royal Mint, previously of interest only to history buffs and philatelists. In France, the town of Colmar saw a rise in visitors after being featured in the reality show Chinese Restaurant. Olivia Gobilliard-Schreck of Colmar’s tourism office even stated that the show provided them with “ten years of free advertising.”
French government initiative to promote tourism through cinema
TV series have become a significant force in promoting France, especially Paris, as a dream destination. According to a survey by the National Center for Cinema and Animated Image (CNC), 80% of foreign tourists say that films or TV shows shot in France enhance their desire to visit, with 1 in 10 traveling specifically for that reason. This is why, in 2024, Netflix collaborated with Atout France to launch the campaign “We’re not done imagining France” (French: “On n’a pas fini d’imaginer la France”). The campaign showcases the country’s cultural richness through popular series and films. A digital guide offers thematic itineraries and features over 70 production locations, including Lupin, Emily in Paris, and Lost Bullet (Balle Perdue).
However, while increased tourism can benefit local economies, it also brings challenges. The village of Étretat in Normandy, famous for its breathtaking cliffs, experienced a surge in popularity after its appearance in Netflix’s Lupin. With only 1,200 residents, the village was visited by 1.5 million people in 2022, raising concerns about over-tourism and environmental degradation.Looking to discover hidden gems to enhance your series or films? Contact me at nicolas@mrnicolasderouet.com.
