From Streaming to Sightseeing: The Rise of Screen Tourism
The vast, dramatic landscapes of Alberta, Canada, are no longer a hidden gem. Thanks to major streaming series like ‘Can This Love Be Translated?’ and Netflix’s hit ‘My Life with the Walter Boys,’ the province’s stunning scenery is being broadcast into living rooms worldwide. This global exposure is igniting a powerful trend known as “screen tourism,” where viewers are inspired to travel and experience the breathtaking backdrops of their favorite shows firsthand.
A Legacy of Blockbuster Scenery
While recent streaming hits have brought a new wave of attention, Alberta is no stranger to the silver screen. The province has long been a preferred location for filmmakers seeking epic and versatile settings. Its diverse geography—from the majestic Rocky Mountains to the sweeping prairies and otherworldly badlands—has provided the canvas for critically acclaimed productions.
This includes HBO’s post-apocalyptic saga ‘The Last of Us,’ which was one of the largest television productions in Canadian history, as well as Oscar-winning films like ‘The Revenant’ and ‘Brokeback Mountain.’ This history has built a robust film industry infrastructure and a reputation for being a world-class filming destination, laying the groundwork for the current boom.
The Economic Picture: More Than Just a Pretty Backdrop
The impact of the film and television industry on Alberta’s economy is substantial and multifaceted. The provincial government has actively encouraged this growth through initiatives like the Film and Television Tax Credit.
The results are clear. According to government data, the film and television sector contributed a record-breaking $562 million to the provincial economy during the 2021-2022 fiscal year. This figure represents direct spending during production on local labor, services, and accommodations. However, the economic benefits extend far beyond the production phase. The long-term value comes from screen tourism, where the initial investment in a film production continues to generate revenue for years through increased visitor spending.
Capitalizing on the Spotlight: Travel Alberta’s Strategic Move
In a direct response to this growing global interest, Travel Alberta has launched a series of curated travel itineraries. These guides are designed to help visitors walk in the footsteps of their favorite characters, connecting the fictional worlds on screen with real-life locations. By creating accessible roadmaps to iconic filming spots, the tourism body aims to convert passive viewers into active tourists, providing a significant boost to the province’s visitor economy. These itineraries make it easy for travelers to plan their trips around key locations seen in shows like ‘My Life with the Walter Boys,’ which was filmed in and around Calgary, High River, and Cochrane.
Future Projections: The Lasting Impact of the Limelight
The synergy between the film industry and tourism is poised to become a cornerstone of Alberta’s economic strategy. The current trend suggests a bright future:
- Sustained Growth: As more international productions choose Alberta, the province’s global profile will continue to rise, attracting further investment and more high-profile projects.
- Diversified Tourism: Screen tourism attracts a new demographic of travelers, diversifying the visitor base beyond traditional nature and adventure tourists.
- Long-Term Brand Building: Each successful production acts as a multi-million-dollar advertisement for Alberta, showcasing its natural beauty to a massive international audience and reinforcing its brand as a premier travel destination.
By strategically leveraging its on-screen fame, Alberta is writing a new chapter for its tourism industry, one where the magic of cinema translates directly into real-world exploration and economic prosperity.
