Film Tourism

Liz BuchananTourist 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