A groundbreaking report from streaming giant Netflix has put a number on a phenomenon travelers have long suspected: what we watch profoundly influences where we go. Titled ‘The Netflix Effect’, the report details how the platform’s original productions are creating significant economic and cultural ripples worldwide, most notably by driving a new wave of global tourism.
From Screen to Scenery: The Power of ‘Set-Jetting’
The core finding of the report is a powerful one: viewers are 2.4 times more likely to choose a travel destination after seeing it featured in a Netflix series or film. This trend, often called ‘set-jetting’ or ‘screen tourism’, is transforming previously quiet locations into bustling tourist hotspots and pouring millions into local economies. It’s a testament to the immersive power of storytelling, turning fictional worlds into real-world travel itineraries.
Case Studies: UK and South Korea Reap the Rewards
The report highlights several key examples of this phenomenon in action, with the United Kingdom and South Korea emerging as major beneficiaries.
Bridgerton’s Regency Romance Boosts the UK
The lavish period drama ‘Bridgerton’ has done more than just captivate audiences; it has injected a staggering £275 million into the UK economy. The city of Bath, a primary filming location for the series, has seen a direct economic benefit of £5 million. This financial boost is attributed to a surge in ‘Bridgerton’-themed tours, increased hotel bookings, and a renewed interest in the UK’s regency-era architecture and history. The show has effectively created a new, sustainable tourism driver for the region.
South Korea’s K-Drama Appeal
Across the globe, South Korea is experiencing a similar effect. The K-drama ‘When Life Gives You Tangerines’ has been credited with fueling regional tourism and contributing over $60 million to the South Korean economy. This builds on the global success of other Korean shows, which have consistently highlighted the nation’s unique culture, cuisine, and stunning landscapes, turning fans into international visitors.
The Bigger Picture: An Evolution in Travel Inspiration
While screen tourism isn’t a new concept—think of ‘The Lord of the Rings’ effect on New Zealand or ‘Braveheart’s’ impact on Scotland—streaming platforms like Netflix have amplified it on an unprecedented global scale. With a vast library of international content instantly available in millions of homes, viewers are exposed to a more diverse range of destinations than ever before. A subtitled drama from Spain or a documentary set in the Amazon can spark travel inspiration as easily as a Hollywood blockbuster.
Future Outlook: A New Chapter for Tourism
The ‘Netflix Effect’ is poised to reshape the travel industry in several ways.
- Proactive Destinations: Expect to see more national and regional tourism boards actively collaborating with production companies to feature their locations. This represents a powerful and organic form of marketing that can reach a massive, engaged audience.
- Immersive Experiences for Travelers: For tourists, this means a rise in curated experiences. We will likely see more specialized tours, pop-up events, and accommodations designed to let fans step directly into the world of their favorite shows.
- The Challenge of Overtourism: The trend also presents challenges. Popular filming locations risk being overwhelmed by a sudden influx of visitors, which can strain local infrastructure and impact the quality of life for residents. The key for destinations will be to manage this newfound popularity sustainably, ensuring the benefits are long-lasting and shared by the local community.
Ultimately, the report confirms that our entertainment choices and travel plans are more intertwined than ever. So, the next time you press play on a new series, be warned: you might just be choosing your next vacation destination.
