The trend of "set-jetting" (set-traveling) is exploding strongly, turning seemingly normal places into "sanctuaries" for tourism, bringing completely new experiences of discovery.
Famous landmarks such as the ancient temple of Angkor Wat in Cambodia, the Hobbit Valley in New Zealand, or even a remote bus station in Japan are witnessing the influx of tourists thanks to the appeal of screens and the wave of popular culture.
Cinema has gone beyond the entertainment framework to become a powerful tool for shaping travel behavior - an emotional map that redraws destinations with impressive shapes.
"Life letter" promoting tourism
In 2001, the blockbuster "Lara Croft: Tomb Raider" (Vietnamese title: The Secret of the Old Tomb) with the participation of Hollywood Angelina Jolie has brought the fanciful image of Ta Prohm in the Angkor population in Siem Riep, Cambodia, on the big screen. The great success of the film has turned Cambodia from a few people who become famous on the global tourist map.
According to Phnom Penh Post, even Cambodian Prime Minister Hun Manet once admitted that "Tomb Raider" is a great motivation for this country to promote its tourism promotion strategy through cinema. A tour guide in Siem Reap said that many tourists coming here say: We know Angkor thanks to Angelina Jolie.
Not stopping at Hollywood, Cambodia is continuing to take advantage of the wave of films from Asia. In early 2025, the Chinese drama "Three Lines of reincarnation" also filmed in Angkor quickly attracted the attention of millions of continental audiences. The film is expected to create a new wave of tourism, especially from China - Cambodia's largest visitor market today.
In just the first four months of 2025, the number of Chinese visitors to Angkor increased by 29% compared to the same period last year. Obviously, the power of the screen is still an effective promotion strategy for Cambodia, as Mr. Pok Borak - Director of the Department of Cinema and Cultural Distribution of this country shared: "Our landscapes appearing on film are bringing Cambodia's heritage to a larger international audience than ever".
Cultural "soft Power" and its challenges
Not far from this trend, the Korean cultural wave (Hallyu) with famous K-Pop movies and music is also attracting millions of young international tourists to Seoul, Busan and other cities. Tours to the settings in the movie "Parasite" or "Squid Game" are always in a "sold out" situation, contributing to making Korea an attractive global tourist destination.
In Japan, anime fans are also reviving remote rural areas thanks to the trend of film tourism. After the success of anime "Your Name?" (What is your name? ), the small city of Hida suddenly became a pilgrimage site with more than 130,000 visitors in just 2 years. The famous Ghibli brand also opened a large park, turning the cartoon world in the movies into a real tourist destination, attracting a large number of domestic and foreign tourists.
Not only in Asia, but also in Europe, the power of cinema is also driving the tourism industry to develop remarkably. HBO's hit series "Game of thrones" has put Iceland, Northern Ireland, Croatia, and Spain on the global tourism map.
Iceland alone saw a 40% increase in tourists in 2016 thanks to the films effects, which have contributed significantly to the countrys economic growth. Tours following in the footsteps of "Mother Dragon" Daenerys or Jon Snow's journey are always full, creating a real fever for cinema fans.
Similarly, the series "The Lord of the Rings" has turned New Zealand from a place that few people pay attention to become the dream destination of millions of global tourists. Hobbiton village in Matamata - the main context of the film, attracts 650,000 visitors each year. "The film itself is the best tourism promotion for us," said Shayne Forrest, manager of Hobbiton tourist area.
Although it brings great opportunities in the economy and national image, the explosion of tourism following the film industry also comes with many challenges. The large influx of tourists can cause overload, seriously affecting the local environment and life.
Experts warn about the phenomenon of "excessive love and harm" that damages destinations. Localities need to have a clear strategy to manage sustainable tourism, both taking advantage of the benefits of cultural attraction and preserving long-term heritage.
Indeed, cinema, music and popular culture have clearly become an unprecedented source of soft power in the history of the world tourism industry. Millions of people are willing to travel long distances, spending wholeheartedly just to set foot in places that have moved them on screen. But in addition to the clear economic benefits and image promotion, countries also need to be alert to the serious challenges of the phenomenon of "too much love".
In the competition to attract tourists, the victory will belong to destinations that know how to balance opportunities and core values. As the screen increasingly guides the journey to explore the world, smart management and sharp strategies will determine whether a destination will maintain its long-term appeal or will be quickly forgotten when the fever passes.
