Movies can serve as powerful promoters for the tourism industry. This summer, many films are being produced with an Asian flavor and are contributing to a significant growth in tourism in the region. Hollywood is eager to tap into the booming Chinese film market, which has added over 5,000 movie screens and seen a 33% increase in ticket sales to over 600 million tickets.
Here are some key takeaways:
- Film industry boosts tourism by showcasing unique locations
- Asian films (e.g. “Transformers: Age of Extinction” and “Snowpiercer”) contribute to growth
- Globalization presents opportunities for early collaboration with Asian partners.
The Power of Film in Boosting Tourism
One example of this trend is “Transformers: Age of Extinction”, which has become the first film of 2014 to surpass $1 billion at the global box office, with one-third of the revenue coming from China. To tap into the Chinese market, the film was partially shot in Hong Kong and mainland China, which helps increase its chances of being one of the 34 foreign films allowed to be shown in the country each year.
Another Asian film that has made a mark in the global film industry is “Snowpiercer”, a science fiction action movie directed by Bong Joon-ho. The film was released in South Korea, where it became one of the top 10 highest-grossing films in the country’s history.
The Globalization of the Film Industry and its Impact on Tourism Promotion
Movies can also serve as effective location promoters. The rock formations in Halong Bay, Vietnam, for instance, were featured in the 1992 French film “Indochine” and reportedly caused a spike in tourism to the area. In 2012, the popular Chinese film “Lost in Thailand” was credited for a 93% increase in the number of Chinese tourists visiting Thailand in the first quarter of 2013.
In conclusion, movies serve as powerful tools for promoting tourism, as they can showcase unique locations and influence the travel choices of movie-goers. As the global film industry becomes increasingly globalized, the potential for collaboration with Asian creative partners earlier in the storytelling process presents an exciting opportunity for the tourism industry.