Encouraging film shooting in a destination is confirmed to be a very efficient driver for attracting new visitors, and Chinese one in particular !
Encouraging film shooting in a destination is confirmed to be a very efficient driver for attracting new visitors, and Chinese one in particular !
Based on its global benchmarking survey TRAVELSAT Competitive Index, TCI Research estimates that last year around 8 millions Chinese 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. Overall 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”.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
