A new trend is emerging in the world of travel, driven not by glossy brochures or influencer posts, but by the subtle, emotional pull of cinema. Films like the critically acclaimed ‘Aftersun’ are demonstrating a unique power to evoke a deep sense of nostalgia for eras and experiences viewers may have never had, transforming real-world filming locations into bucket-list destinations. This phenomenon highlights a shift in travel motivation, where the desire to connect with a feeling is becoming as powerful as the desire to see a landmark.
The Growing Power of Film-Induced Tourism
The concept of “film-induced tourism,” or “set-jetting,” is not new. For decades, audiences have flocked to locations featured in their favorite movies and TV shows. New Zealand saw a dramatic surge in tourism following The Lord of the Rings trilogy, with international visitor arrivals increasing by 40% between 2000 and 2006. More recently, Game of Thrones famously boosted tourism in locations like Dubrovnik, Croatia, which attributed a significant portion of its annual tourism growth to the show’s popularity.
What makes the case of ‘Aftersun’ different is its scale and intimacy. Unlike epic fantasies, the film is a quiet, poignant drama set in a tangible, accessible reality: a Turkish holiday resort in the late 1990s. It doesn’t showcase world-famous monuments; instead, it captures the universal atmosphere of a summer vacation, weaving a deeply personal story into the specific backdrop of the Turkish Riviera.
‘Aftersun’ and the Allure of the Turkish Coast
Set and filmed around Ölüdeniz and Fethiye in Turkey, ‘Aftersun’ creates a powerful connection between its emotional narrative and its setting. The film’s aesthetic—the sun-bleached colors, the ambient sounds of the resort, the lazy pace of the days—resonates with anyone who has experienced a package holiday. This authenticity forges an emotional bond, making Turkey not just a setting, but a character in the story of memory and love.
For viewers, the appeal is not about visiting a specific film set, but about capturing a feeling. The narrative inspires a desire to experience the warmth, the tranquility, and the potential for creating poignant memories that the film so beautifully portrays. This is a more nuanced form of tourism, driven by emotion rather than spectacle. While direct data linking the film to a tourism spike is still emerging, Turkey’s overall tourism figures are robust. The country welcomed a record 56.7 million international tourists in 2023, an increase of 10% from the previous year, according to the Ministry of Culture and Tourism. Films like ‘Aftersun’ contribute to this appeal by showcasing the country’s potential for intimate and memorable travel experiences beyond its historical sites.
Future Outlook: The Rise of Nostalgic and Emotional Travel
The impact of films like ‘Aftersun’ and ‘The Holdovers’ points to several key trends that will likely shape the future of travel.
A Shift Towards Niche Destinations
Travelers inspired by these films are more likely to seek out specific, atmosphere-rich locations rather than sprawling cities. They might look for the same family-run hotel, a quiet cove, or a local restaurant that captures the film’s essence. This creates opportunities for smaller, less-known destinations to attract a new wave of visitors.
Experience-Driven Itineraries
The motivation is shifting from “seeing” to “feeling.” Future travel packages and tours may focus on recreating the vibe of a film. Instead of a simple sightseeing tour of Fethiye, a travel company might offer an “‘Aftersun’-inspired Turkish getaway,” focusing on leisurely days by the pool, boat trips, and local market visits that echo the film’s gentle rhythm.
The Power of “Imperfect” Nostalgia
These films create nostalgia for a past that is often bittersweet and complex. This resonates with a modern audience seeking authentic experiences over picture-perfect vacations. Travelers are increasingly interested in journeys that feel real and personal, and these cinematic narratives provide a powerful blueprint for that kind of travel.
In conclusion, the line between screen and reality is blurring, with cinema acting as a powerful catalyst for travel. ‘Aftersun’ is a prime example of how a deeply personal story, grounded in a real and relatable place, can inspire a global audience to seek not just a new destination, but a new feeling. For the travel industry, this marks an exciting opportunity to cater to a new generation of travelers guided by the compass of cinematic nostalgia.
