From : Tourismupdate.co.za
15 January 2013
The travel decisions of 40 million tourists were influenced by movies, according to the latest survey conducted by the TRAVELSAT Competitive Index.
The index is the leading standard reference, global and independent survey benchmarking destinations’ quality competitiveness using comparable data related to the brand experience.
The survey also reported that regions and cities could benefit widely from this driver to attract first-time visitors, young travellers and city breakers in particular.
On average, and depending on the destination and market, between one and 10 visitors out of every 100 would choose a destination mostly thanks to movies. Moreover, BRIC markets tend to be especially sensitive to this channel.
“Supporting film shooting in a destination can offer higher ROI than traditional communication campaigns and may offer an indirect yet efficient promotional medium for destinations as part of their marketing mix,” said TRAVELSAT CEO, Olivier Henry-Biabaud.
DMOs have, therefore, an interest in tightening their relationship with the cinema industry if they wish to fare better against international competition, he added.