Spain and More Countries Explodes as Screen Tourism Sends Travellers Flocking to Famous Film Locations

Written By: Sarannya Acharya

Sarannya Acharya

Sarannya Acharya is a content writer with a strong academic and professional background in media and communication. She holds an M.Sc in Media Science and is currently pursuing a Ph.D. at Swami Vivekananda University, Barrackpore, with a specialization in Advertising. With over three years of experience in content writing, she brings a blend of research-driven insight and creative storytelling to her work. Alongside her professional role, she is actively engaged in academics, contributing to the field through teaching and scholarly involvement. Her expertise lies in crafting well-structured, engaging, and informative content, supported by a solid foundation in media theory and practical industry knowledge.

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August 24, 2026 23:00 GMT+5:30

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Spain and more countries are exploding onto the global travel scene as screen tourism sends travellers flocking to famous film locations. Spain and more countries now attract growing attention as screen tourism transforms famous film locations into must-see travel experiences. Moreover, travellers increasingly follow the stories, landscapes and landmarks they discover on television and cinema screens. As a result, screen tourism is reshaping travel plans across Spain and more countries. From iconic Spanish locations to internationally recognised filming destinations, this trend creates exciting new journeys for curious travellers. Therefore, Travel And Tour World urges readers to read the entire story and discover how screen tourism is changing global travel.

10 Screen Tourism Destinations Around the World Where Movies and TV Are Changing Travel Demand

Screen tourism has become a powerful way for films and television series to influence real-world travel decisions. However, there is an important statistical limitation: most national tourism authorities do not publish monthly visitor numbers specifically caused by a particular film or series.

Therefore, the figures below use official tourism arrivals, overnight trips or visitor surveys as destination-level indicators. They should not be presented as screen-tourism-only visitor counts. This distinction is essential for accurate travel journalism.

1. New Zealand: The Lord of the Rings Effect Has Measurable Value

New Zealand provides one of the strongest official measurements of screen influence. Government research found that 15.9% of international visitors said New Zealand screen productions influenced their decision to visit. The Hobbit and Lord of the Rings alone influenced 12.3%, while 3.6% cited other films and television. The research estimated around NZ$2.7 billion in annual international tourism expenditure was linked to New Zealand screen content. Separately, New Zealand recorded 3.32 million international visitors in the year ending March 2025, up 4.3% from 3.18 million.

2. Dubrovnik, Croatia: Game of Thrones Put the City on the Screen-Tourism Map

Dubrovnik remains one of Europe’s clearest examples of screen-led destination recognition through Game of Thrones. Official Croatian statistics recorded 4.2 million tourist nights in Dubrovnik during 2024, a 10.2% increase from 2023. The City of Dubrovnik reported approximately 1.397 million arrivals and 4.556 million nights for 2024. The United Kingdom generated about 886,000 foreign tourist nights, representing 22.1% of foreign nights.

3. Scotland: Harry Potter and Outlander Strengthen an Already Powerful Destination

Scotland combines screen tourism with castles, landscapes and cultural attractions. VisitScotland has specifically promoted destinations connected with Harry Potter and Outlander. Official Scottish Government figures show 4.4 million international trips in 2024, generating 30.7 million nights and £4 billion in spending. American visitors accounted for 964,000 trips, up 21% year-on-year, and generated £1.4 billion.

4. Northern Ireland: Game of Thrones Adds International Recognition

Northern Ireland has actively incorporated screen tourism into its destination marketing. Tourism Ireland previously used Game of Thrones campaigns to reach millions of potential visitors. Official NISRA statistics recorded 5.1 million overnight trips in 2025, producing £1.2 billion in expenditure and 15 million nights. External visitors represented 66% of total overnight trips. Holiday travel accounted for 53% of trips.

5. Malta: A Major Filming Hub With Rapid Tourism Growth

Malta has hosted major productions including Gladiator II and Jurassic World Rebirth. Official statistics recorded 4,022,310 inbound tourists in 2025, an increase of 12.9% from 2024. Visitors generated more than 25.4 million nights and approximately €3.904 billion in expenditure. December alone recorded 225,104 inbound tourists, up 17% year-on-year.

6. Thailand: Screen Tourism Is Joining a Much Larger Tourism Economy

Thailand has increasingly recognised film tourism as a specialist tourism segment. The Tourism Authority of Thailand reported 35.5 million international visitors in 2024, representing an 89% recovery of the 2019 level. In 2025, international arrivals reached approximately 32.97 million, while the country’s tourism strategy specifically identified film tourism among its targeted niche sectors.

7. South Korea: K-Dramas Are Turning Everyday Locations Into Attractions

South Korea offers a different model of screen tourism. K-dramas increasingly encourage visitors to explore markets, neighbourhoods, restaurants and cultural sites rather than only conventional landmarks. Government research states that Korea welcomed 18.93 million tourists in 2025, exceeding the previous 2019 record. The Ministry of Culture, Sports and Tourism also identifies K-content as an important influence on international visitors’ travel decisions.

8. Spain: Screen Tourism Is Expanding Beyond Madrid and Barcelona

Spain’s official tourism programme promotes the Spain Screen Grand Tour, linking travellers with filming locations around the country. International tourism provides the broader demand base: Spain received 93.8 million international tourists in 2024, 10.1% more than in 2023. Monthly growth was recorded throughout every month of 2024, including 15.3% in January, 15.9% in February, 21.0% in March and 12.1% in June.

9. Italy: Favignana Could Become the Next Major Screen-Tourism Story

Favignana in Sicily has emerged as a new screen-tourism case following Christopher Nolan’s The Odyssey. During production, approximately 500 local extras and workers were employed and local spending was estimated at €1 million to €2 million. The island has around 3,000 residents, yet summer population levels can reach 40,000 to 50,000 people, demonstrating why authorities are concerned about managing any additional screen-driven demand.

10. Britain: Harry Potter Creates a Global Film-Tourism Network

Britain has developed an unusually broad screen-tourism portfolio. VisitBritain promotes locations associated with Harry Potter, Bridgerton, James Bond, Mission: Impossible, Jurassic World and other productions. Its 2025 global screen-tourism campaign promoted England, Scotland and Wales while encouraging travellers to explore regional destinations and stay longer.

Official Screen-Tourism Data Snapshot

Monthly Visitor Data: Why It Must Be Handled Carefully

A request for January-to-December visitor numbers for each of the last five years specifically attributable to screen tourism cannot be fulfilled accurately from official government statistics.

The statistical agencies generally measure total arrivals, overnight trips, nights and expenditure. They do not assign every visitor to a particular film or television programme.

For example, Malta publishes monthly inbound tourism data. In March 2025, it recorded 289,030 inbound tourists, while December recorded 225,104. Spain also publishes monthly national arrivals. But these figures represent all tourism, not only film-inspired visitors.

Monthly Data Availability and Interpretation

The key conclusion for travellers is clear. Screen tourism can influence destination demand without creating a separate statistical category of visitors. New Zealand’s 15.9% screen influence provides the strongest quantified example, while Dubrovnik, Scotland, Northern Ireland, Malta, South Korea and Spain demonstrate how famous screen locations can become part of broader tourism ecosystems.

For responsible travel reporting, destination-wide visitor statistics should therefore be clearly labelled as tourism totals or proxies, rather than being presented as invented screen-tourism visitor counts.

Conclusion

Screen tourism is changing how travellers discover the world. Spain and more countries are benefiting as famous films and television series turn filming locations into sought-after attractions. From historic cities to dramatic landscapes, these destinations offer visitors a chance to experience places they have already seen on screen. However, growing popularity also brings challenges, including crowding and pressure on local communities. Therefore, travellers should explore responsibly, respect local rules and look beyond the most famous locations. As screen tourism continues to expand, Travel And Tour World encourages travellers to discover these cinematic destinations while helping protect their culture, communities and landscapes for future visitors.