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40 millions international tourists chose their destinations thanks to movies in 2012

Based on its global benchmarking survey TRAVELSAT Competitive Index, TCI Research estimates that last year around 40 millions international tourists chose their destination mostly because they saw a film shot in the country.

Encouraging film shooting in a destination is confirmed to be a very efficient driver for attracting new visitors!

Based on its global benchmarking survey TRAVELSAT Competitive Index, TCI Research estimates that last year around 40 millions international tourists chose their destination mostly because they saw a film shot in the country.

The agency also reports that regions and cities can widely benefit from this driver for attracting first time visitors, young travellers and city breakers in particular. In average and depending on the destination and market, 1 to 10 visitors of 100 would choose a destination mostly thanks to movies. Moreover BRIC markets tend to be especially sensitive to this channel.

Commenting the results, CEO Olivier Henry-Biabaud adds: “Supporting film shooting in a destination can offer higher ROI than traditional communication campaigns and may offer an indirect yet efficient promotional media for destinations as part of their marketing mix. DMOs have therefore all interest in tightening their relationship with the cinema industry if they wish to rival better vs international competition”.

TCI Research is a Brussels based leading independent research agency specializing in destinations’ competitiveness evaluation. It carries out the UNWTO Innovation Award Winning TRAVELSAT Index, a reference global competitive survey benchmarking countries, regions and cities’ brand experience. TCI Research helps public and private tourism decision makers increase efficiency of their policy, management and marketing by providing global and comparable demand data combining structured surveys and web social media conversations audits.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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