The Abba-inspired sequel of “Mamma Mia” is filling cinemas around the world. But the film’s location—the small Croatian island of Vis—should now also expect to attract high numbers of visitors. The inevitable increase in inbound tourists visiting the film’s coastal backdrop will become the latest example of film-induced tourism—a phenomenon which describes the way people flock to visit film and television locations.
According to Srećko Horvat, a Croatian philosopher, the remote island—which represents the imaginary island of Kalokairi in the film—is now preparing to experience a similar fate to the location of the original film: the Greek island of Skopelos.
In 2008, the “Mamma Mia effect” was a phrase coined to describe the way the original $610 million-earning movie triggered unprecedented demand for hotel accommodation on the tiny Aegean island and sent prices in local bars and restaurants soaring. Despite concerns about the negative impact of these tourism “invasions” and the risk of “overtourism,” it has been reported that some of the Greek islanders have expressed upset about the decision to film the sequel elsewhere. If Skopelos can no longer claim to be the Mamma Mia island, the revenue from film tourists might now be enjoyed by the Croatian island instead.
Must-See Locations
You don’t have to look far to find adverts enticing film lovers to visit the locations of movies. For example, Rough Guide provides 40 “must-see” film locations around the world. Destination marketing organizations also use them to promote their visitor offer—Visit Wales’s “Light, Camera, Action” campaign aims to attract people to see where the likes of “Torchwood” and “Robin Hood” were made. Meanwhile, Tourism New Zealand’s campaign has successfully piggybacked off the popularity of the “Lord of the Rings” trilogy and “Hobbit” movies.
The potential income from film-induced tourism can be significant. For example, the blockbusters Rob Roy and Braveheart generated an additional tourism income of more than $19 million for Scotland. In fact, more than 500,000 American “Braveheart” fans traveled to Scotland—despite the fact the movie was made in Ireland.
The “Lord of the Rings” trilogy prompted a 50 percent increase in tourist arrivals to New Zealand—and Forbes estimated income of $22 million a year just from these visitors. Total revenue from film production in New Zealand totaled $3.155 billion in 2014. Back in 1991, the movie “Thelma and Louise”—which featured Canyonlands and the Arches National Park in Utah—led to a visitor increase of 22.6 percent with an additional increase of 16.6 percent the following year.