A new study highlights that Game of Thrones is still the most influential TV show for tourism, followed by Emily in Paris, and Outlander significantly impact European tourism, driving consumer travel behaviour through what is known as set-jetting.
Game of Thrones is the most impactful series, contributing €50m to the European economy last year through themed tours. The long running TV series has brought over €500m in a tourism dividend to Belfast and county Antrim. In Dubrovnik it accounts for 98.8pc of the country’s TV generated tourism income.
London has generated over £12.3m from TV tours such as the Poirot Tour and the Ted Lasso Tour, reflecting the growing trend of tourists visiting film and TV locations.
Edinburgh, benefiting from Outlander, has seen a boost in tourism with 21 of its 23 TV tours dedicated to the show, potentially generating £6.4m in revenue.
In France, 18 themed Emily in Paris tours generated around €1.5m, while in the Bridgerton’s nine tours in England earned another estimated €1.5m.
Edinburgh had a significant tourism boost from the hit show Outlander, with 21 of the city’s 23 TV tours dedicated to the show, possibly bringing in €8m.
Visit Britain estimated 70pc of tourists who have taken a leisure trip in the past decade have visited a film or TV location.
