Film Tourism: A Lucrative Opportunity?

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Tourism has long been a steady and growing business in Africa, but now, with more films shooting on location, a new business strategy is in order. Kim Crowie speaks to the agencies in charge.

As international travel takes off and destinations market themselves with more tenacity in an attempt to bring visitors to their shores, film tourism presents a unique opportunity for those countries fortunate enough to
have established production industries. Certain places have become synonymous with tourist visits: Hollywood’s world-renowned Walk of Fame for example, Notting Hill, a host of locations where Harry Potter was shot in London, and even the mountain ranges of New Zealand thanks to the Lord of the Rings trilogy. According to a recent research report by Simon Hudson and JR Brent Ritchie, placing a destination in a film is “the ultimate in tourism product placement.”

Continue reading in Issue 3 of Callsheet, here:

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