In recent years, the connection between film and tourism has become a notable global trend. Movie fans are traveling to iconic filming locations, eager to experience the worlds they have seen on screen. This fusion of cinema and travel creates vibrant opportunities, leading to a unique marketplace where both industries thrive.
I was privileged and honored as I was invited as quest speaker at Rustenburg Film Festival which was a truly a African Continental Film festival as among other there were celebrity's and film producers from Uganda, Nigeria Zimbabwe and Gabon.
I was inspired by Yvonne and Mr. B invitation to Rustenburg Film Festival and thought of writing this piece. This blog post dives into this exciting blend, emphasizing how it can shape South Africa's tourism landscape in collaboration with our young film industry.
The Cinematic Landscape: A Global Perspective
The influence of film on tourism is evident across the globe. Take New Zealand, for instance, which saw a 50% increase in tourism after the release of The Lord of the Rings. Visitors flock to experience the breathtaking landscapes that the movie showcased. Similarly, gantry bars in Paris experienced a spike in visitors after the release of Midnight in Paris, as travelers yearned to stroll through the city's picturesque streets seen in the film.
This phenomenon exemplifies how films serve as both cultural milestones and effective promotional tools for tourism destinations. It highlights the importance of integrating film marketing strategies into tourism campaigns to attract international visitors.
According to UN World Tourism Organisation the travel, tourism and hospitality GDP was 11.3 trillion USD and over 1.2 billion tourist travelled around the world. Unfortunately like other industry Africa as continent only have less than 5% of 11.3 trillion USD. I believe that tourism is on rise in Africa and I always say "there is New Gold Rush in South Africa", there massive opportunities in the hospitality and tourism industry but all opportunities comes with its own unique challenges.
The South African Context: A Tapestry of Opportunities
South Africa is uniquely positioned to harness the power of film and tourism. Known as the "Rainbow Nation," it offers stunning landscapes, rich cultural heritage, and vibrant cities that have attracted numerous international productions.
Movies like District 9 highlighted South Africa’s striking urban and natural scenery, leading to increased worldwide curiosity. With key events like the Durban International Film Festival and the Cape Town International Film Market and Festival shining a light on local talent, South Africa's film industry continues to grow.
Tourism stakeholders have an important role in leveraging these films to promote South Africa as a must-visit destination, notably by creating film-specific itineraries that delight eager travelers.
The Role of Film Tourism in South Africa
Film tourism is a driving force behind South Africa's economy. Statistics show that film-related visits to destinations like Cape Town and Johannesburg have surged, particularly after notable films are released. In Cape Town alone, the film industry generated over R8 billion in revenue in 2019, showcasing the tangible benefits of film tourism.
Local businesses are well-positioned to capitalize on this influx. For example, themed tours can offer film locations while local shops can create related merchandise. Accommodations can cater to film enthusiasts with packages tailored to the cinematic experience. A strategic approach can generate new jobs and foster local economic growth.
To maximize these benefits, tourism boards should incentivize filmmakers to use South African locations and streamline production processes to attract even more film projects.
Promotional Strategies and Innovative Collaborations
Effective marketing strategies that highlight the link between film and travel can enhance tourism in South Africa. Collaborations between filmmakers and tourism authorities can create powerful synergies that promote these sought-after locations.
For example, creating film tourism trails allows visitors to experience multiple filming sites in one journey. These trails could be enhanced through technology, such as augmented reality apps that show film clips as tourists visit the scenes, deepening their engagement with both the narrative and the local culture.
Such initiatives enrich the visitor experience, making it memorable and meaningful while showcasing South Africa's heritage.
Challenges Facing Film Tourism in South Africa
Despite the promising potential of film tourism, several challenges remain that need attention.
First, maintaining consistent tourist interest can be difficult. Regions showcased in blockbuster films may see a spike in visitors but might also experience a sharp decline once the movie's popularity wanes. For instance, after the hype of The Last Face, some locations experienced a drop in foot traffic.
Infrastructure in certain areas may also struggle to accommodate growing tourist numbers. Investments in public transportation, hospitality services, and safety measures are essential to ensuring a seamless experience for visitors.
Environmental considerations are also important. Increased tourist activity can impact local ecosystems, so adopting sustainable practices is crucial to safeguard South Africa’s natural beauty while gaining the economic benefits of tourism.
Inspiring the Next Generation of Filmmakers
To help establish South Africa as a key player in film tourism, it is vital to nurture local talent and support budding filmmakers. By investing in training programs and workshops, the country can empower a new generation of storytellers.
Education in filmmaking fosters community pride and allows cultural stories to come to life, reaching broader audiences. This local content can attract tourists and create a distinctive identity for South Africa.
Opening New Doors through Film Tourism
The collaboration between film and tourism offers tremendous possibilities for South Africa's economy and cultural landscape. By capitalizing on this relationship, insiders from both industries can unlock new pathways for growth while ensuring the preservation of South Africa’s rich heritage.
As the global audience grows more attracted to the stories told through cinema, South Africa has the chance to emerge as a premier destination for film tourism. By crafting innovative partnerships, engaging communities, and observing sustainable practices, the country can carve out its niche in the hearts of travelers worldwide.
If your heading toward Joburg and wanted to visit this historical site then please contact us and book your room at Furaha Guest Lodge 45 Observatory Avenue, Observatory
Johannesburg, South Africa
Tel: 087 149 4148
Cell: 079 321 9175
About Author:
Salman Khan is a Hospitality and Tourism educator, social entrepreneur, food and drink anthropologist, researcher and public speaker on Hospitality and Tourism industry.
To access 2024 coffee consumer survey report in South Africa please send an email to by a copy of it.
salkhan1@yahoo.com (MD Cesar Ritz Hotelier Academy and Consulting)
WhatsApp 082 691 6048
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