Transcript Film Tourism - EUTO - European Union of Tourist Officers

Film Tourism
Liz Buchanan
Tourist Board Training
Scotland
Research Results 2007
•
•
•
•
•
Significant positive effect on tourism
Contribute to wider ‘branding’ of UK
Historical films reinforce UK’s historical reputation
Associated sites, not shooting locations, benefit most
Historical/religious buildings & rural villages most
successful
• Emotional productions highly successful
• Television drama series generates the tourist effect
Study: How Film & Television Programmes Promote Tourism in the UK
Winning Combinations
Tourism-generating screen products:
•
•
•
•
•
•
Strong story
High-visibility screen products
Positive, uplifting tone
Linked to established ‘brand’
Historical buildings/rural landscapes
Place/locations plays a key role in story
=
‘Blockbuster’
=
Positive Impact on Tourism
The Scottish Picture
Made in Scotland
Screen Industry: Value to
Scotland
• £1bn revenues per year
• 8000 people employed
• Taggart sold to 77 countries
• Grand Theft Auto Computer
Game - $2bn worldwide
Capitalising on Opportunities
Case Studies
• Marketing (Braveheart)
• Product Development (Film
Crews Welcome)
Braveheart
Blockbuster Characteristics
• Strong story
• High visibility
• Positive tone
• Linked to wider ‘brand’
• Historical/rural locations
• ‘Place’ important to story
Braveheart
Tourism Initiatives
•
•
•
•
•
•
Stirling Premiere
Press Coverage
Stirling branding campaign
Websites
Itinerary
Private tours
Braveheart
Long term impact
• Led a huge tourism
surge
• Four or five good
years
• ‘Braveheart
Phenomenon’ still persists
Film Crews Welcome
• Developing Film Tourism niche
market
• Tourism industry/film industry
partnership
• Awareness raising
• FCW industry workshop
• FCW Quality Assurance Welcome
Scheme
Film Crews Welcome
Why do we need FCW?
• Revenue generator
• Demanding customers
• Inconsistent provision &
standards
FCW Workshop
• Aimed at all businesses
• Explains what the film industry
includes
• Raises awareness of challenges
& benefits
• Encourages businesses to work
together
FCW Quality Assurance
Scheme
•
•
•
•
•
•
•
•
Scheme Criteria
Flexible arrival times
Flexible meal times
Extended bar/lounge service
Laundry service
Room cleaning at any time
Internet access & office services
Confidentiality
Adequate parking
Film Crews Welcome
Film Crews Welcome DVD