Will the Lord of the Rings series influence the travel industry as much as Game of Thrones?
The power of movies was instantly recognized from the earliest days of the silent movie era. Few could imagine the influence that subsequent films and television productions, such as Game of Thrones, would have on all aspects of life, including the travel industry.
One of the latest fantasy dramas to receive public attention is Amazon’s $250 million reworked Lord of the Rings miniseries; a veiled attempt by Jeff Bezos to grab a piece of the fantasy drama epidemic that has gripped the world in recent years, and a direct attempt to mimic the blockbuster Game of Thrones.
The impact of movies and series like HBO’s television adaptation of George RR Martin’s book series “A Song of Ice and Fire” doesn’t just affect obvious industries; like the music business where artists like Ed Sheeran have been catapulted to super stardom with title songs, the famous one from The Hobbit movie “The Desolation of Smaug”. There are less obvious benefactors, such as the travel industry, whose revenues have been boosted by the latest TV series and movies.
Game of Thrones was filmed in numerous locations around the world, from Belfast in Ireland to Osuna in Andalusia, and all of those places have seen an increase in the number of fans visiting the locations where the scenes were filmed.
The increase in tourism is not only good for the cities and towns directly involved, but also for the surrounding cities and towns.
The Andalusian Tourism Board is making a big push now to attract tourists to visit and watch the sites of their favorite TV series. Those in the know, of course, will know that the fifth season of Game of Thrones was filmed in Osuna, Spain; a small town with a rich and diverse history dating back centuries, and is one of many Spanish towns, including others like Estepa and Los Corrales, which are just a few miles away, that offer a rich taste of Spain country, waiting to be sampled.
Normally these towns would never have been visited, unless Game of Thrones had been filmed nearby. Hostels, hotels, rural houses and restaurants have seen an increase in visitors.
Will The Lord of the Rings have the same effect on tourism? Will small rural businesses that offer a real taste of local culture benefit? The reality is yes: as long as there is a desire for a loyal following of fantasy devotees, the trend to visit pristine rural locations will continue.
Small and friendly hospitality businesses will continue to take the opportunity to introduce visitors to the true culture of their country.
With these series appealing to travelers from the backpacker community, who are now more discerning and want to experience the true culture of a country on a tight budget, the rural vibe is gaining momentum. With five-star backpackers available, devotees can experience rural Spain Y get to see filming locations, all at a fraction of the price of the big hotel chains.
There is no doubt that any location used in the film industry will boost the travel industry in the countries in which they are filmed.