About The Report
The global film tourism sector is on track to achieve a valuation of USD 157.5 billion by 2036, accelerating from USD 71.6 billion in 2026 at a CAGR of 8.2%. As per Future Market Insights, expansion is structurally underpinned by the growing correlation between streaming content viewership and travel intent to filming locations. The United Nations World Tourism Organization (UNWTO) reported in 2024 that international tourist arrivals recovered to 96% of pre-pandemic levels, providing the travel volume necessary for film-inspired tourism to translate into measurable economic impact. This recovery compels national tourism boards and film commissions to actively court streaming platform productions with location incentives and co-marketing agreements. Simultaneously, the industry is shifting from passive post-release tourism effects to structured, pre-production tourism planning partnerships between content creators and destination marketing organizations.
Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), stated: 'Entertainment media is no longer only entertainment, it increasingly inspires audiences to travel, driving the Filmtination trend.' In January 2026, the Thailand Tourism Department announced a target of 10% revenue growth for foreign film shoots in 2026, building on a record 2025 that generated over 7.7 billion baht from 546 productions including The White Lotus Season 3 and Jurassic World Rebirth. FMI opines that Thailand's structured approach to linking film production incentives with tourism revenue targets is the most developed policy model in the sector and will be replicated by competing destinations.
The operational reality for film tourism stakeholders is defined by the need to convert transient viewer interest into bookable travel products. In December 2025, Netflix expanded its experiential offerings by opening dedicated fan experience venues tied to its original content library. As per FMI, the Netflix experiential model, where a streaming platform directly monetizes fan engagement through physical tourism products, represents a structural shift in how content IP is commercialized beyond the screen. FMI analysts are of the view that the next phase of film tourism will be driven by AI-personalized travel itineraries that map streaming viewing history to location-specific travel packages, closing the loop between content consumption and travel booking.
Future Market Insights projects the film tourism market to expand at a CAGR of 8.2% from 2026 to 2036, increasing from USD 71.6 Billion in 2026 to USD 157.5 Billion by 2036.
FMI Research Approach: FMI forecasting model based on UNWTO tourist arrival data and streaming platform production location spending.
FMI analysts perceive the market evolving toward structured pre-production tourism partnerships where streaming platforms and destination marketing organizations co-invest in location promotion.
FMI Research Approach: Thailand film commission revenue targets (January 2026) and Netflix experiential venues (December 2025).
The United States holds a significant share, supported by Hollywood's global content dominance and the highest density of recognizable filming locations.
FMI Research Approach: FMI modeling by film production spending and location-attributable tourism revenue.
The market is projected to reach USD 157.5 Billion by 2036.
FMI Research Approach: FMI forecast from UNWTO arrival projections and streaming content production growth.
The market includes revenue from tourism activity directly attributable to visits to filming locations, content-themed experiences, studio tours, and destination marketing driven by film and streaming content exposure.
FMI Research Approach: FMI taxonomy aligned with UNWTO tourism expenditure classifications.
Trends include streaming platform experiential venue openings, national film commission revenue targeting, and AI-personalized travel itineraries linked to viewing history.
FMI Research Approach: Thailand TAT film revenue targets (January 2026) and Netflix experiential expansion (December 2025).
| Metric | Details |
|---|---|
| Industry Size (2026) | USD 71.6 Billion |
| Industry Value (2036) | USD 157.5 Billion |
| CAGR (2026 to 2036) | 8.2% |
Source: Future Market Insights (FMI) analysis, based on proprietary forecasting model and primary research
During 2021 to 2025, the film tourism market expanded steadily with a CAGR of 7.5% as per data from streaming platforms in terms of rising demand for foreign locations. In the year 2026, the market value was USD 61.1 billion because of the popularity of series like Netflix's The Witcher (Hungary, Poland) and HBO's Game of Thrones (Croatia, Spain). Marvel's Black Panther also marketed South Africa and Busan, South Korea.
During 2026 to 2036, the market is likely to grow with a CAGR of 8.2%, to USD 145.9 billion in 2036. It will be driven by experiential travel based on movie themes, personalized tour plans with AI-powered suggestions, and VR location preview.
| Key Trends | How They Are Shaping the Industry |
|---|---|
| AI-driven Personalized Tours | AI examines travel-related film tastes to propose personalized film tourism travel plans. In Tokyo, AI suggests innovative travel itineraries for anime fans to visit Ghibli Park, while crime drama enthusiasts see the noir film neighborhoods of Los Angeles. |
| Augmented Reality (AR) Film Locations | In London, AR apps allow tourists to watch scenes from Harry Potter unfold as they stand in real filming locations like King's Cross Station. |
| Themed Resorts and Attractions | Disney’s Star Wars: Galactic Starcruiser hotel in Florida offers immersive overnight stays, creating new film-based travel revenue streams. |
| Sustainable Film Tourism | Destinations like Iceland are implementing eco-tourism policies to balance the influx of film tourists drawn by the Game of Thrones and Interstellar locations. |
| Interactive Studio Experiences | Warner Bros. London and Universal Studios Hollywood offer behind-the-scenes film production experiences, increasing visitor engagement. |
Sustainable film tourism is on the rise as travelers look for sustainable travel. Countries like New Zealand and Iceland have conservation as their top priority in order to retain natural film locations. Digital immersion, such as VR recreations of film sites, minimizes over-tourism at delicate sites.
Comparative Analysis: Film Tourism vs. Entertainment Tourism
| Film Tourism | Entertainment Tourism |
|---|---|
| Travel inspired by visiting locations featured in films and television series. | Travel focused on attending live entertainment events such as concerts, festivals, and theme parks. |
| Estimated at USD 61.1 billion in 2024, projected to reach USD 71.6 Billion by 2036. | The global entertainment and media market was valued at over USD 71.6 Billion in 2026. |
| Projected CAGR of 7.2% from 2022 to 2028. | Varies by sector; for example, the global online travel market is expected to grow from nearly USD 600 billion in 2023 to over USD 800 billion by 2027. |
| Popularity of films/TV shows, desire to experience filming locations, social media influence. | Demand for live experiences, celebrity influence, advancements in event technology. |
| Tours of New Zealand's "Lord of the Rings" sites; visits to Dubrovnik, Croatia, featured in "Game of Thrones". | Attendance at Coachella Music Festival; visits to Disneyland theme parks. |
| Significant local economic boosts; e.g., "Game of Thrones" filming locations in Northern Ireland saw tourism increase by 120%. | Major contributor to global economy; e.g., Taylor Swift's "Eras Tour" generated over USD 2 billion in direct spending and boosted local economies worldwide. |
Both film tourism and entertainment tourism industries are flourishing worldwide with their individual focus on different categories of travellers. Film tourism witnesses a spurt whenever a movie makes a global appeal as it creates excitement among the tourists to visit real locations featured in popular media. For instance, after the Harry Potter film was released, a 50% spurt in visitors was observed at related sites in the UK. Similarly, New Zealand tourism has witnessed an up surge after the release of The Lord of the Rings.
Conversely, entertainment tourism is primarily concerned with live attractions and events. Coachella music festivals are among the popular attractions that receive a great number of visitors annually, thereby playing a large role in supporting the local economy. Theme parks like Disneyland are also among the most visited attractions, with Disney parks raking in billions every year.
Location and studio movie tourism continues to maintain a significant market segment in the industry. The studios offer the behind-the-scenes access that enthusiasts propel into the filmmaking process. Warner Bros. Studio Tour Hollywood, for instance, offers tourists the glimpse at soundstages employed in iconic productions such as Friends and Batman. Similarly, Harry Potter Studio Tour boasts authentic sets like the Great Hall and Diagon Alley, which have been attracting over 2 million visitors annually.
The use of technology is further promoting studio and location-based tourism. AR-enabled tours in Los Angeles allow visitors to digitally overlay film scenes on real locations, which has been creating an interactive storytelling experience.
Besides, studios are also integrating AI-driven customization, where visitors can insert themselves into famous movie scenes via green screen experiences. With fan engagement continuing to rise, studio and location-based tourism will remain a significant growth driver in the film tourism industry.
Film fans are at the core of film tourism revenue because they have high consumption on engaging and VIP experiences. Compared to tourists who are visiting leisurely, film fans consider film-inspired holidays more important and invest in upscale packages that enrich their experience of beloved films and TV shows.
Film fans often take overseas holidays to tour notable film locations. For example, The Lord of the Rings series fans journey from all over the globe to Hobbiton in New Zealand and spend money on guided tours, themed lodgings, and rare merchandise. In the same vein, Harry Potter character fans stream to Warner Bros. Studio Tour London, paying for VIP visits that provide behind-the-scenes exposure and individual interactions with props and sets.
Film-themed destinations bring in considerable revenue through leveraging dedicated fan enthusiasm. Universal Studios in Orlando, Tokyo, and Hollywood draw millions of tourists to The Wizarding World of Harry Potter on a regular basis, with tourists spending money on interactive wands, butterbeer, and personalized Hogwarts robes. Such brand dedication translates to longer stays and greater per capita expenditures.
Domestic vs. International Film Tourists in Top 10 Countries
| Countries | Domestic Film Tourists (%) |
|---|---|
| United States | USA: 55% |
| United Kingdom | UK: 50% |
| France | France: 60% |
| Japan | Japan: 70% |
| South Korea | S. Korea: 65% |
| Australia | Australia: 55% |
| New Zealand | N. Zealand: 40% |
| Spain | Spain: 50% |
| Canada | Canada: 58% |
| Italy | Italy: 53% |
| Countries | International Film Tourists (%) |
|---|---|
| United States | USA: 45% |
| United Kingdom | UK: 50% |
| France | France: 40% |
| Japan | Japan: 30% |
| South Korea | S. Korea: 35% |
| Australia | Australia: 45% |
| New Zealand | N. Zealand: 60% |
| Spain | Spain: 50% |
| Canada | Canada: 42% |
| Italy | Italy: 47% |
The United States controls the world film tourism business through Hollywood. Los Angeles which is also regarded as the center of film tourism, generates impressive revenues through tourists each year to its iconic studios, film-themed rides and attractions, and famous film locations.
Hollywood's Walk of Fame, with more than 2,700 brass stars, is still one of the most popular film tourism destinations, providing fans with a tangible link to the actors and directors. Universal Studios Hollywood takes it a step further by providing immersive experiences like the Jurassic World Ride and The Wizarding World of Harry Potter, which has been merging storytelling with high-tech theme park excitement.
Outside of Hollywood, New York City has become a film tourism destination, with tourists looking for famous sites from such classics as Home Alone 2 and Ghostbusters. Central Park, the Empire State Building, and the Friends apartment building are always drawing fans who are looking to recreate movie moments.
The city is also successful as a destination for escorted film location tours, like those centered on movies like Sex and the City and The Marvelous Mrs. Maisel. In a further example, Georgia has become a leading destination for film tourism due to its thriving film industry which is driven by productions such as The Walking Dead and the Marvel Cinematic Universe.
The USA is also at the forefront of technology-based film tourism growth. VR-enhanced studio tours, AI-led location tours, and metaverse-based film experiences are defining the future of film-inspired travel. Disney and Universal are leading the way by incorporating augmented reality storytelling into their theme parks, developing customized and interactive film-based experiences.
With its extensive collection of filming sites, studio tours, and movie-themed attractions, the United States is still the world leader in film tourism, drawing millions of avid film fans who want to experience the magic of the movies.
The United Kingdom is a leader in international film tourism, providing tourists with access to some of the world's most iconic film sets and movie locations. London is still the hub, attracting millions of Harry Potter enthusiasts annually to the Warner Bros. Studio Tour in Leavesden. Tourists walk through genuine sets like the Great Hall, the Forbidden Forest, and Platform 9¾, while interactive displays give them an immersive experience of the wizarding world.
Beyond London, Scotland captivates movie lovers with its film scenery from Harry Potter, Outlander, and Bond films. The Glenfinnan Viaduct, which became famous due to the Hogwarts Express, is visited by thousands of tourists eager to witness the steam train journey made famous by the franchise. Edinburgh Castle and the Scottish Highlands, meanwhile, are pilgrimage sites for Outlander fans, who are treated to behind-the-scenes trivia about the time-traveling series through tours.
James Bond legacy also cemented the UK's reputation as a destination for film tourism. London's MI6 headquarters, Scotland's Skyfall locales, and Westminster's modernized streets of Spectre are a heart-pounding experience for enthusiasts of the Bond series. This is completed by Pinewood Studios, the home of the Bond series, which hosts sporadic behind-the-scenes activities that allow people to catch a glimpse of how the world's most iconic spy films are made.
British literary and period dramas are also major contributors to film tourism. Highclere Castle, which is the actual Downton Abbey home, receives thousands of visitors a year for themed tours recreating the lives of the upper class as shown in the series. In the same manner, the picturesque Cotswolds country villages, which have appeared in Bridget Jones's Diary and Pride & Prejudice, attract movie lovers in quest of idyllic locations.
The UK is leading the way in film tourism by integrating AR-led city tours, which enable tourists to superimpose classic movie scenes over real locations using mobile applications. With its unrivaled blend of studio tours, vintage filming locations, and innovative experiences, the United Kingdom is still the leader in global film tourism.
| Factor | Impact on the Industry |
|---|---|
| AI-driven Personalized Tours | Enhances visitor engagement with tailored film-related itineraries |
| Augmented Reality (AR) | Offers immersive, real-time film scene recreations at locations |
| Sustainable Film Tourism | Encourages eco-conscious travel practices to balance mass tourism |
| Interactive Studio Experiences | Increases revenue by merging tourism with film production insights |
| Expansion of Streaming-driven Tourism | Boosts interest in lesser-known filming locations |
The global film tourism industry is extremely competitive, with companies always innovating to attract tourists in search of authentic movie experiences. Industry leaders like Disney, Universal, and Warner Bros. corner the market by constantly developing more film-themed experiences, studio tours, and interactive activities. Universal Studios, for instance, has grown its Harry Potter-themed areas in several of its locations, introducing VR-supported rides and AI-powered character interactions to better immerse fans.
Streaming giants like Amazon Prime Video and Netflix are also revolutionizing film tourism. Tourism based on locations has been driven by hit series like Stranger Things and The Witcher, and local tour operators have designed guided tours in cities like Atlanta and Budapest. These streaming giants collaborate with tourist boards to develop official film trails, which sustain the local economy and attract international visitors.
Technology is the most important factor in shaping the competitive environment. AI and AR-guided tours enable travelers to overlay digital movie scenes onto actual locations, and it is an immersive experience. Japan's anime tourism market has benefited from this, beginning AR-led tours in Tokyo's Akihabara district where tourists can interact with their favorite characters.
Sustainability is a significant differentiator between market leaders. Tour operators and studios now center on green travel, with nations like Iceland and New Zealand applying conservation policies to protect film locations. With mounting competition, stakeholders in the industry will continue applying innovation to reshape the future of film tourism.
Recent Developments
The film tourism market represents revenue from tourism activity directly driven by exposure to filming locations through cinema, television, and streaming content, including location visits, studio tours, and content-themed experiences.
Inclusions cover filming location visits, studio tour admissions, content-themed accommodation and experiences, and destination marketing revenue attributable to film and streaming content. Film commission production incentive spending that generates tourism is included.
Exclusions include general entertainment industry revenue not linked to tourism, film production costs, and streaming subscription revenue. Convention and event tourism not tied to specific content IP is outside scope.
| Items | Values |
|---|---|
| Quantitative Units (2026) | USD 71.6 Billion |
| Product Type | Location Visits, Studio Tours, Content-Themed Experiences, Destination Marketing |
| Content Source | Cinema, Television, Streaming Platforms |
| Regions Covered | North America, Europe, Asia Pacific, Latin America, Middle East and Africa |
| Key Companies Profiled | Netflix, Tourism Authority of Thailand, VisitBritain, New Zealand Tourism Board |
The global market is valued at USD 71.6 Billion in 2026, driven by the growing conversion of streaming content viewership into travel intent and bookable visits to filming locations worldwide.
The market is projected to grow at a CAGR of 8.2% from 2026 to 2036.
Asia Pacific leads driven by Thailand and South Korea film commission incentive programs, followed by Europe where UK and New Zealand location tourism continues to benefit from franchise content.
Streaming platform location production driving destination awareness and structured film commission-tourism board partnerships with revenue targets are the primary growth catalysts.
Netflix, Tourism Authority of Thailand, VisitBritain, and New Zealand Tourism Board are key players, differentiating through experiential fan venues, location incentive programs, and content-driven destination marketing.
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