Film Tourism Market to Reach USD 157.5 Billion by 2036, Driven by Streaming Content and Experiential Travel Growth

The global film tourism market is projected to grow from USD 71.6 billion in 2026 to USD 157.5 billion by 2036, advancing at a compound annual growth rate (CAGR) of 8.2%, according to analysis from Future Market Insights (FMI). The growth outlook reflects a structural shift in how entertainment media influences travel behavior, with streaming platforms increasingly shaping destination demand and tourism planning.

FMI's research indicates that the industry's expansion is driven by the strengthening link between screen exposure and travel intent. As global travel volumes recover, destinations and film commissions are moving from passive benefits created by popular productions toward proactive partnerships with content creators.

According to data referenced from the United Nations World Tourism Organization (UNWTO), international tourist arrivals recovered to 96% of pre-pandemic levels in 2024, creating favorable conditions for film-inspired travel to convert into measurable economic activity. As a result, national tourism authorities are increasingly offering filming incentives and collaborative marketing agreements to attract productions and convert viewing audiences into visitors.

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Industry Momentum Driven by Structured Film-Tourism Partnerships

The film tourism sector is evolving beyond spontaneous post-release travel spikes. FMI analysts note the emergence of structured pre-production partnerships between streaming services, filmmakers, and destination marketing organizations. These collaborations include coordinated promotion strategies, location branding, and tourism product design planned before content release.

A notable example comes from Tourism Authority of Thailand (TAT). In January 2026, Thailand's tourism authorities announced a target of 10% revenue growth from foreign film shoots in 2026, following record revenue of more than 7.7 billion baht generated from 546 productions in 2025. High-profile projects such as The White Lotus and Jurassic World Rebirth have helped elevate the country's visibility as a filming destination. FMI identifies Thailand's coordinated policy framework as one of the most advanced examples of integrating production incentives with tourism outcomes.

Streaming Platforms Expand the Film Tourism Value Chain

Industry dynamics are also changing as streaming companies move into physical experiences. In December 2025, Netflix expanded fan-focused experiential venues linked to its original content library. Analysts describe this model as a structural evolution in intellectual property monetization, where engagement extends beyond viewing into bookable tourism products.

FMI projects that the next phase of growth will be influenced by AI-driven travel personalization. Emerging systems are expected to map viewing preferences to real-world itineraries, enabling travelers to move directly from streaming consumption to destination booking. This integration is anticipated to reduce friction between entertainment discovery and tourism spending.

Market Context and Comparative Performance

Between 2021 and 2025, the film tourism sector expanded at a CAGR of 7.5%, supported by strong demand for international filming locations. Popular series and franchises filmed in destinations such as Hungary, Poland, Croatia, Spain, South Africa, and South Korea contributed to increased destination awareness and visitor flows.

From 2026 to 2036, growth is expected to accelerate as experiential travel, virtual reality previews, and AI-assisted travel planning become mainstream. Studio tours and location-based experiences remain central to revenue generation, while immersive technology and sustainability practices are reshaping how destinations manage tourist volume.

Film tourism differs from entertainment tourism in that it focuses on travel inspired by specific filming locations and on-screen content rather than live events or festivals. Analysts note that both segments are expanding globally but are driven by different consumer motivations and spending patterns.

Segment Insights: Fans, Studios, and Immersive Experiences

Studio and location-based tourism continues to dominate the sector, with visitors seeking behind-the-scenes access and interactive storytelling. Technology enhancements such as augmented reality overlays and AI-enabled customization are increasing engagement and encouraging higher per-visitor spending.

Movie enthusiasts remain a key revenue segment, often prioritizing themed travel and premium experiences. These travelers tend to spend more on guided tours, themed accommodation, and exclusive experiences, translating fandom into sustained economic contribution for destinations and operators.

Data also shows a strong balance between domestic and international visitors across leading film tourism markets, including the United States, United Kingdom, Japan, France, and Australia. The United States maintains a significant global share due to dense filming infrastructure and recognizable locations, while the United Kingdom continues to attract international visitors through iconic sets and immersive studio experiences.

Industry Innovation and Competitive Landscape

Competition within the film tourism ecosystem is intensifying as entertainment companies, tourism boards, and technology providers adopt new engagement strategies. Major studios are expanding themed attractions and interactive formats, while streaming platforms collaborate with local authorities to establish official film trails and destination campaigns.

Technology remains a central differentiator. AI-guided itineraries, augmented reality location experiences, and virtual previews of film sites are enhancing travel planning and on-site engagement. Sustainability is also emerging as a defining factor, with destinations implementing conservation policies to protect natural filming locations and reduce over-tourism.

Market Definition and Scope

The film tourism market encompasses tourism revenue directly generated by exposure to filming locations through cinema, television, and streaming content. This includes location visits, studio tours, themed experiences, and destination marketing linked to film productions. The scope excludes general entertainment industry revenues unrelated to tourism, production costs, and streaming subscriptions.

FMI's analysis covers multiple segments, including location-based tourism, studio tours, themed attractions, and film festivals across regions including North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa.

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FAQ - Film Tourism Market Outlook

What is the growth outlook for the film tourism market?
FMI projects the market will expand at a CAGR of 8.2% between 2026 and 2036, rising from USD 71.6 billion in 2026 to USD 157.5 billion by 2036.

How do analysts expect the market to evolve?
Analysts anticipate stronger pre-production partnerships between streaming platforms and destination marketing organizations, enabling coordinated promotion and tourism planning.

Which country holds a major share of the market?
The United States maintains a large global share due to Hollywood's dominance and a high concentration of recognized filming locations.

How large will the market be by 2036?
The global film tourism sector is forecast to reach USD 157.5 billion by 2036.

What defines the film tourism market?
The market includes tourism revenue generated by visits to filming locations, studio tours, themed experiences, and destination marketing associated with film or streaming exposure.

What trends are shaping the industry globally?
Key trends include streaming platform experiential venues, national film commission revenue strategies, and AI-personalized travel itineraries linked to viewing behavior.

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About Future Market Insights (FMI)

Future Market Insights, Inc. (FMI) is an ESOMAR-certified, ISO 9001:2015 market research and consulting organization, trusted by Fortune 500 clients and global enterprises. With operations in the U.S., UK, India, and Dubai, FMI provides data-backed insights and strategic intelligence across 30+ industries and 1200 markets worldwide.

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