Tuesday, October 5, 2021
UNWTO and Netflix have recently collaborated on the publication of a report which will keep an eye at the role of films and series in driving tourism and cultural affinity.
The Global Report on Cultural Affinity and Screen Tourism discovers the rising affection that one has towards a particular country or culture displayed on the screen.
In Madrid, researches findings were presented against the Iberseries Platino Industria backdrop – the largest international event for professionals associated with the audiovisual industry in Spanish and Portuguese, as mentioned in the UNWTO website.
The main target of the report is to help the tourism policymakers and stakeholders to execute policies that make their destinations even more enchanting for audio-visual producers.
It also focuses on helping to create focused strategies to promote tourism and consumption of local culture at the same time, investing in skills and training to expand the local film and creative sectors to make sure a high level of talent, infrastructure and production capacity and integrating tourism and showcasing culture at film festivals to deepen the global audiences’ knowledge.
To quote UNWTO Secretary General, Zurab Pololikashvili, “Both tourism and the audiovisual sectors celebrate and promote culture, support jobs and provide opportunities in diverse locations. The joint work of UNWTO and Netflix will help destinations realise the potential benefits of screen tourism.”
To quote Netflix Vice-President, Public Policy, Dean Garfield, “As highlighted in this research, we have been able to demonstrate what we instinctively already believed, which is that alongside the desire to travel and visit destinations, exposure to screen content also leads to greater interest in heritage, culture, language, and developing interpersonal relationships.”
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