Film Tourism as a Destination Promotion Instrument: a Case Study of Iceland

Abstract

Film industry belongs to the worldwide phenomena and is considered to be a tourism development driver in many destinations. This is the case of Iceland, for example, which has become a popular film location in recent years and as a result the number of visitors to the country has been increasing. The aim of this paper is to analyse film tourism in this destination, considering both economic indicators of the benefits to the country's economy in general and the entities active in tourism. Both primary and secondary research have proved that Iceland is a film location and the local business entities share a positive attitude towards filming in the area. However, the Icelandic Tourist Board does not use this fact in a sufficient way to promote their destination and therefore a draft of a communication campaign focused on film tourism is included in this paper.