Movies Determine Holiday Destination for 40 Million Skip to content

Movies Determine Holiday Destination for 40 Million

A new study by Tourism Competitive Intelligence, or TCI Research, in Belgium, has found that about 40 million people each year choose their holiday destination based on films and television shows, RÚV reports.

Between 1-10 percent of all tourists decide on where to travel after having seen the place in question depicted on the silver screen.

NRK, the Norwegian Broadcasting Corporation, pointed out that according to these findings, at least some part of Iceland’s recent tourism influx must be owed to the television show Game of Thrones, as well as the many blockbusters filmed here in recent years—including The Secret Life of Walter Mitty, Oblivion, Interstellar, Noah and the anticipated seventh episode of the Star Wars series, The Force Awakens.

In addition to the unique landscape, the Icelandic policy of repaying foreign filmmakers 20 percent of the value-added-tax (VAT), is then named as one reason which might have compelled major studios to select Iceland as the venue for their films.

Thorhild Widvey, Norway’s Minister for Culture, has announced a new scheme modeled on the Icelandic initiative, whereby foreign film producers will similarly be able to reclaim between 20-25 percent of the VAT incurred through film expenditures.

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