UNWTO and Netflix partner to rethink screen tourism
A report published analyzes the role of movies and series as drivers of a destination
UNWTO and Netflix have partnered to publish a report that analyzes the role of movies and series as drivers of tourism and cultural affinity. The Global Report on Cultural Affinity and Screen Tourism explores the growing affection one has for a particular country or culture shown on screen.
The results of the research were presented in Madrid in the framework of Iberseries Platino Industria, the largest international event for professionals linked to the audiovisual industry in Spanish and Portuguese.
The ultimate goal of the report is to help policy makers and key stakeholders in the tourism sector implement policies that make their destinations attractive to audiovisual producers. At the same time, it aims to help in the construction of focused strategies to promote tourism and the consumption of local culture, investing in skills and training to develop local cinema and creative sectors to ensure a high level of talent, infrastructure and production capacity and Integrate tourism and showcase culture at film festivals to deepen awareness of global audiences.
The joint work of UNWTO and Netflix will help destinations realize the potential benefits of screen tourism.
UNWTO Secretary General Zurab Pololikashvili says: “Both tourism and the audiovisual sector celebrate and promote culture, support employment and provide opportunities in various places. The joint work of UNWTO and Netflix will help destinations realize the potential benefits of screen tourism.
Dean Garfield, Vice President of Public Policy at Netflix: “As highlighted in this research, we have been able to conclusively demonstrate what we already instinctively believed, which is that along with the desire to travel and visit destinations, exposure to on-screen content it also leads to an increased interest in heritage, culture, language, and the development of interpersonal relationships. This truly shows that the creative industries, cultural exchange, storytelling and tourism are interrelated and can transform the way communities perceive and connect with each other ”.
Following the presentation of the Global Report, experts in tourism and the audiovisual industry shared their knowledge and ideas on the changing trends in screen tourism, its positive impacts on strengthening cultural affinity and the role of online streaming services. in promoting tourism and cultural affinity between people, cultures and countries in line with the 2030 Agenda. The event also served to highlight how public-private partnerships can help destinations to promote themselves as attractive places for audiovisual producers.