We touched on this concept in Pop Culture Tourism and noted its continuing popularity in 12 Travel Trends Making Moves in 2024. Today, we’re exploring three points across the country and around the globe that are successfully leveraging the set-jetting movement. These unlikely spots were first put on the map as filming locations, NOT vacation destinations. (Sorry, you and your HobbitonTM will have to sit this one out, New Zealand!) With Expedia reporting that “more than half of travelers now say that TV shows and movies inspire their travel plans,” it’s definitely worth a deeper dive.
Tunisia
A long time ago, in (what looks and feels like) a galaxy far, far away, scenes were shot here for a little movie series you may have heard of. Many of the country’s otherworldly arid landscapes starred as fictional planetary locations in the Star Wars films – and the Discover Tunisia website has a dedicated page promoting them all. The Star Wars fan page Wookieepedia has even gotten in on the act, highlighting the Hotel Sidi Driss in Matmata as both a filming location and a place to stay and eat that fully embraces its connection to the movies beloved by many.
Even though the U.S. Department of State issued a Level 2 travel advisory for the country, the U.S. Embassy in Tunisia reported that more than 30,000 Americans visited in 2023. We can’t say for sure that all of those visitors have a replica lightsaber back at home, but the Force very likely inspired the majority of them to travel to this destination.
Dyersville, Iowa
If we told you that an estimated 100,000 – 200,00 travelers descend upon a spot in the middle of an out-of-the-way Iowa cornfield every year, would you be surprised? Those who hold a special place in their hearts for the 1989 movie Field of Dreams wouldn’t be! Now celebrating its 35th year, the Field of Dreams Movie Site invites lovers of the film, baseball, nostalgia and sentimentalism to visit “The Most Magical Place on Dirt.” Super fans can even stay in the three-bedroom farmhouse from the movie by reserving the Kinsella Experience.
Since the Field of Dreams Movie Site is literally located in the middle of a cornfield, the attraction partners with Travel Dubuque – a DMO located 26 miles to the east – for tourism promotion. This partnership benefits both organizations, as Travel Dubuque showcases Field of Dreams in content across its website – including here, here and here – to help attract two million visitors to the region.
Jackson, Georgia
Netflix fans streaming their way to a teeny-tiny city (with a population of less than 5,500 residents) located a distant 50 miles away from Atlanta? Well, Stranger Things have happened. Especially when you consider the official Jackson website ranks the Stranger Things Tour as number one on its list of things to do.
Since the 200-year-old city doesn’t have its own DMO, visitation numbers are not available. Of course, the popularity of the TV show could, at least in part, explain why the Accommodation & Food Services industry accounts for 11.5% of employment in Jackson.
You may be thinking, “What if a blockbuster movie or viral TV show was never made in my destination?” Not a problem! At Dana, we have decades of tourism marketing expertise and know exactly how to draw travelers to you. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today to tap into savvy strategies that boost visitation and visitor spending.
