THR's opinion
Destination Branding – What Role Will Streaming Platforms Have in Tourism Promotion?
Destinations are always on the hunt for innovative ways to promote their brands. Recently, countries such as the United Arab Emirates have created digital campaigns in the form of short teaser videos that publicize their attractions and offerings. These initiatives mirror the increasing international demand for audiovisual content, opening new promotional opportunities for the tourism sector.
In line with that demand, as communication technologies evolve, so too do the ways destinations are promoted across digital platforms such as Facebook, Instagram and most recently TikTok.
A parallel opportunity can be found through the streaming television platforms that now reach millions of consumers all over the world. Netflix, HBO, and their peers are essential content sources for millions of users, allowing some of these companies to record annual subscriber increases of up to 10%.
As we mentioned in our 2022 Tourism Trends article, this uptake acceleration is encouraging an emerging trend in the tourism sector - “screen tourism” - which essentially consists of broadening the interest of certain locations – be they cities, regions, or even entire countries - through their appearance in a famous series or movie. This marketing tool, an updated form of traditional product placement, is now fully applicable to destination branding, and on a global scale.
Internationally well-known shows and TV series generate both a direct and indirect impact on the represented countries. The following examples illustrate some of the tangible effects that have been captured, including high economic impact and increased tourist attraction and culture promotion:
Squid Game:
The recent Korean production exemplifies how a series can help a country improve its global recognition. Squid Game has officially become Netflix’s most watched show ever with more than 1.6 billion hours viewed and has already reached over 142 million households. The show’s impact has been widespread: online searches for its locations such as Jeju Island have ballooned, some of the spots have been turned into new tourist sites, flights searches to South Korea have exponentially increased and the country has deeply improved its brand awareness worldwide, among other benefits. According to Google Trends, the global keyword search score for “Jeju Island” stood at 100 soon after the show was released, the highest score possible, which indicates maximum interest for this specific term.
Money Heist:
Other series such as Money Heist have not only advertised a broader national brand but also become important culture and value promoters. During the most recent seasons of the show, Money Heist promoted a number of references to significant Spanish cultural events and national insignias, including the Sanfermines, national architectural heritage, and well-known gastronomic offerings like paella. Furthermore, there are numerous scenes where the main characters debate important social issues such as feminism or LGTBI+ discrimination. Altogether, the Spanish brand is consolidated globally through the show, and viewers have begun to associate certain elements of the show with the country and its local communities.
Nonetheless, in parallel this association has given rise to concerns about the negative messaging effects that such shows may have, and the responsibility assumed by scriptwriters and producers, given some of the more sensitive material in the show.
Narcos:
The specific case of the Colombian city of Medellin also deserves to be analyzed, as it demonstrates the tourist-attraction potential that these shows may achieve. In the Netflix series Narcos, Medellin appears as the stronghold of Pablo Escobar’s empire. Figures show a 25% increase in tourist arrivals in recent years, which can be partially attributed to the popularity of the show, since when foreign tourists are asked, Narcos is the number one reason to visit Medellin. This economic opportunity has been developed and currently several Narcos-tours are offered in the city, visiting emblematic spots of the series and explaining how the shooting was undertaken.
Game of Thrones:
Known worldwide, this drama has significantly influenced tourism and destination awareness by increasing the number of visitors to the locations where the series was filmed. According to the advertising platform Criteo, bookings to Iceland and Croatia, important locations for the show, increased by 166% and 68% respectively after the release of the series. Nevertheless, there have been notable drawbacks resulting from excessive screen tourism from the show. For example, the famous Croatian city of Dubrovnik, featured as King’s Landing, the capital of the Seven Kingdoms, has suffered from tourism overcrowding, triggering dissatisfaction and anti-tourist movements among many permanent residents.
In Sum
Streaming platforms not only offer audiovisual entertainment but are also promoting – intentionally or unintentionally - cities, regions, and countries on a massive scale, thus increasing cultural awareness, and therefore inspiring a whole generation eager to travel to their favorite places viewed through fictionalized screen representations.
A number of national tourism organizations have already collaborated with streaming platforms with the objective of promoting their brands by introducing subtle elements into the shows.
The streaming industry reaches millions of users every day and all over the globe with its diverse entertainment offering, raising the following question: how far will the platforms develop towards becoming indispensable tools for destinations to efficiently promote their brands in coming years?