New insight into the links between film and television productions and tourism has been revealed at an international screen tourism conference today by Film London, the lead partner for major European project EuroScreen.
The study demonstrates how social media commentary generated by films and TV shows can help generate millions of pounds worth of free online advertising for the locations and destinations they feature on screen.
The research claimed that Richard Curtis romantic comedy Notting Hill generated the equivalent of £19.5m ($30.7m) in online ad spend for London, while the Harry Potter series netted £10.4m ($16.3m) and TV series Wallander yielded £17.9m ($28.2m) for Ystad in Sweden.
Screen tourism also resulted in other boosts. Game of Thrones, for example, generated £1m ($1.5m) for Malta despite the series being more closely affiliated with its ‘home’ in Northern Ireland, while productions