What's Happening?
Screen tourism, the phenomenon where fans visit locations featured in films and TV shows, is expected to see a significant increase in 2026. According to the Screen Tourism Forecast Index, destinations like San Juan de Gaztelugatxe, known as Dragonstone
from Game of Thrones, and Dubrovnik, have already experienced a surge in visitors. The index predicts that South Korea will become a top destination due to the popularity of Korean cinema and the anticipated release of All of Us Are Dead Season 2. Spain is also expected to attract more tourists with the release of House of the Dragon Season 3. The index uses criteria such as content momentum, location iconicity, and reception capacity to forecast these trends.
Why It's Important?
The rise in screen tourism highlights the growing influence of media on travel patterns and the economic potential for destinations featured in popular shows and films. This trend can lead to increased revenue for local economies, boost employment in the tourism sector, and promote cultural exchange. However, it also poses challenges such as the need for infrastructure development and sustainable tourism practices to manage the influx of visitors. Destinations must balance the benefits of increased tourism with the preservation of local culture and environment.
Beyond the Headlines
Screen tourism's impact extends beyond immediate economic benefits, influencing cultural perceptions and global awareness of lesser-known locations. It can also drive investment in local infrastructure and services, enhancing the quality of life for residents. However, there is a risk of over-commercialization and loss of authenticity if not managed carefully. As destinations prepare for increased tourism, they must consider long-term strategies to maintain their appeal and ensure a positive experience for both visitors and locals.
