The global tourism industry is experiencing a profound shift. Travel choices are no longer guided solely by natural beauty or cultural heritage—today, film and television content are among the most powerful motivators for travel.
The impact is tangible: the global hit Bridgerton alone has contributed £275 million to the British economy in just five years.
The UK's Strategic Approach
The UK has embraced screen tourism as a strategic driver of national growth. Between 2020 and 2023, Netflix invested £4.8 billion in the country. At the same time, VisitBritain's #starringGREATBritain campaign has successfully leveraged popular films and series to showcase the UK on a global stage.
This integrated model demonstrates how film and television can serve as a cornerstone of national tourism strategies.
A Growing Global Competition
The upcoming SET-JET 25 World Screen Tourism Summit underlines that screen tourism has now become a sector in its own right. Countries from Norway to Austria are actively competing to put film and TV at the heart of their tourism agendas.
Austria
Norway
United Kingdom
This competition is about more than branding—it is about generating billions in economic value while building long-term cultural influence.
Türkiye's Untapped Potential
Türkiye is exceptionally well-positioned to emerge as a global leader in film tourism. The country combines:
- Rich historical heritage (Ephesus, Cappadocia, Pamukkale, Göbeklitepe)
- Breathtaking natural landscapes stretching from the Aegean to Anatolia
- Dynamic domestic TV and film industry with a worldwide audience
Turkish dramas already reach millions of viewers from Latin America to the Middle East, sparking interest in Türkiye's culture and destinations. This audience represents a ready-made market of potential tourists.
Yet, as the UK example shows, this opportunity must be harnessed through well-coordinated campaigns and strategic partnerships. Hosting international productions in Türkiye not only strengthens the film industry but also elevates the country's tourism economy and global image.
The Future is Now
Screen tourism is no longer a passing trend—it is a strategic pillar of tourism's future.
At the Turkish Film Commission (TFC), our vision is clear: to position Türkiye as a global hub for screen tourism. By uniting the worldwide appeal of Turkish productions with the opportunities created by foreign projects filmed in our country, Türkiye can capture its rightful place on the world stage.
SET-JET 25 underscores an undeniable truth: Film and television are not only starring on screens—they are shaping economies, influencing travel, and driving nations forward. Türkiye is ready to step into this role as a leading screen tourism destination.
