Television has long wielded a powerful influence on tourism, with viewers eager to visit the sets of their favourite TV shows and relive the magic in real life. The surge in global streaming during and after the pandemic has only amplified this trend, driving even more interest in TV-related tourism.
By analysing visitor review data on each TV show tour in Europe on Tripadvisor and Viator, we were able to estimate the total number of tourists booking onto each and assess the annual revenue they bring in. This enabled us to identify which TV shows generate the most tourism overall.
The findings highlight the significant impact of visual media on tourism, highlighting how popular TV shows can boost tourism in specific countries. Tour operators can leverage this data to enhance their offerings and attract more visitors, tapping into the ever-increasing enthusiasm for TV show-inspired travel experiences.
TV Shows that Brought the Most Revenue to the Travel Industry
Although Game of Thrones concluded over five years ago, its enduring popularity continues to fuel tourism. With 107 Game of Thrones-themed tours available across countries such as Iceland, Croatia and Ireland, it is clear that the show’s cultural impact is monumental, solidifying its position as the most influential TV series in recent history.
Our data findings show that these 107 tours alone might have generated over £44,235,000 for the European economy, excluding any additional spending (flights, hotel stays, merch etc). With 73 episodes, this translates to approximately £605,000 in tourism revenue per episode aired.
In second place is Downton Abbey, with tours likely contributing nearly £11 million (£10,943,850) in revenue. Whether it is the grandeur of upstairs living or the history behind ‘the downstairs’, the sensational period drama has attracted around 63,000 visitors to its fifteen-themed tours. Outlander and Peaky Blinders secure the third and fourth spots respectively.
Meanwhile, it’s Emily in Paris and Bridgerton (both of which premiered in 2020) that shine a light on the global dominance of streaming platforms such as Netflix in its influence on tourism. Tourists seem to be lapping up Emily in Paris (fifth place), with 18 themed tours available across Paris and Auxerre, potentially generating over £1,391,000 in revenue. Considering the show’s relatively short run (4 years), this amounts to an impressive £347,930 per year of the show airing.
Bridgerton (sixth place), with its slightly more modest 9 tours, could still manage to bring in a staggering £1,325,000 to the tourism industry. Bridgerton Tours contributes income to the cities of York, Bath and London.
The 10 Countries That Benefited Most from TV Shows
With an impressive potential revenue contribution of £48.6 million, the United Kingdom leads the way in TV tourism. This success is driven by 146 tours attracting over half a million visitors to iconic filming locations from popular shows such as Doctor Who, The Crown, Ted Lasso, and Heartbeat.
Croatia ranks second in benefiting from TV tourism, likely generating over £18.45 million exclusively from Game of Thrones tourism. Similarly, Iceland, in seventh place with over £460,000 in estimated revenue, owes its success entirely to the allure of the same show.
In France, a mix of shows like Emily in Paris, Lupin, Gossip Girl, and Game of Thrones may contribute to over £1.6 million in revenue through 23 themed tours. The limited series Chernobyl provided a modest but positive boost to tourism in both Lithuania (9th place) and Ukraine (10th place), with a combined estimated total revenue of £29,957.
UK Locations That Benefitted the Most from TV Show Tourism
Delving deeper into the United Kingdom’s tourism economy reveals that Belfast benefits the most among UK locations. Attracting more than 223,000 visitors across 29 tours, the city may have generated over £17.5 million from popular shows like Game of Thrones, Derry Girls, and Line of Duty.
London ranks second, likely acquiring over £12.3 million in revenue through various TV tours. These include unique experiences such as the ‘Poirot Tour of London by Black Cab’, the ‘Killing Eve self-guided audio tour’, and the ‘Ted Lasso Tour of Richmond’.
Edinburgh saw a significant tourism boost from the hit show Outlander, with 21 of the city’s 23 TV tours dedicated to the show. This influx of visitors may have brought in £6.4 million, securing the city the third position in TV tourism revenue.
Chatham also enjoyed a notable boost from the ‘Call the Midwife’ location tour, which may have contributed £754,000 to the town’s economy. The allure of visiting filming locations like these continues to draw fans and curious travellers, adding a unique charm and economic benefit to these destinations.
International Cities Benefiting the Most from TV Show Tourism
We previously found that Croatia is the second biggest country for TV show tourism. Interestingly, 98.81% of its total income in this sector is driven by the city of Dubrovnik, making it the top city internationally for TV tourism revenue. The picturesque city appears to be captivating Game of Thrones enthusiasts with tours such as the famous ‘Game of Thrones Shore Excursion’, ‘Filming Locations Tour’, and ‘GOT Iron Throne Tour’.
Internationally, Dublin ranks second biggest city for TV tourism, generating an estimated £3.21 million in income and attracting 40,800 visitors. Paris follows in third place, welcoming over 20,000 visitors and contributing and estimated £1.55 million to its economy through tours inspired by popular shows.
In seventh place, the enchanting city of Venice enjoyed a substantial tourism boost thanks to the detective show Commissario Brunetti. The two walking tours available in the city would have brought in a whopping £409,000.
How Tour Operators Can Adapt Their Current Efforts?
Sam Jefferies, Senior Growth Marketing Manager at Bókun comments:
“The findings clearly show that tour operators have substantial opportunities to benefit from the TV tourism boom. Take Game of Thrones, for example, which based on Tripadvisor and Viator listings boasts 108 themed tours across Europe.”
“Tour operators should be encouraged to stay attuned to emerging trends and unique offerings for much-loved shows that could set them apart from the competition. Expertise in specific filming locations is highly valuable to tourists seeking memorable experiences. Continuously think about how to add value to someone’s trip, leveraging your unique knowledge to enhance their adventure.”
Methodology
The initial seed list of TV series was compiled using reputable sources to serve as the foundation for identifying relevant TV series-themed tours across Europe.
TV-series-themed tours were primarily sourced from the TV Tours category on Viator. This was further supplemented by listings found on TripAdvisor under “Film and TV tours” for each European country.
For each tour, we analysed visitor data from Tripadvisor and Viator related to TV show tours across Europe to estimate the total number of tourists who booked them. This estimate was based on an industry-standard figure for the percentage of people who leave reviews, also supported by a 2019 study conducted by the University of Murcia.
The total revenue generated by each tour was calculated using the following formula: Total revenue = Estimated total number of tourists × Price per adult.
The data was analysed to determine the total number of tours, the estimated number of tourists, and the associated potential revenue. This analysis was conducted by TV series, country, and city. The data was gathered in July 2024, ensuring the findings are based on the most recent information available.