In this engaging episode of the Tourism Hub Podcast, host Despina Karatzias uncovers the transformative power of film tourism and its profound impact on travel destinations. Despina takes listeners on a journey from the iconic Crocodile Dundee to the modern-day phenomenon of Mamma Mia and the critically acclaimed series The White Lotus, exploring how these cultural touchstones have shaped travel trends and influenced tourism in their respective locations.

Delving into the concept of discoverability, Despina highlights the role of digitisation and convergence in making destinations more accessible to potential visitors. She discusses the Mamma Mia effect on Greek tourism, illustrating how the film turned the islands of Skopelos and Skiathos into must-visit spots for fans of the musical. Similarly, she examines the surge in interest for locations featured in The White Lotus, showcasing the importance of strategic marketing by tourism boards to capitalise on this momentum.

However, the episode also serves as a cautionary tale, reflecting on the environmental consequences of over-tourism as illustrated by the impact of the film The Beach on Thailand's Maya Bay. Despina emphasises the need for responsible tourism practices to ensure that the excitement generated by film tourism does not come at the cost of ecological sustainability.

Listeners are encouraged to find their own 'Mamma Mia' moments, leveraging the power of storytelling and digital platforms to promote their unique destinations. Despina provides actionable takeaways for tourism professionals, urging them to embrace creativity, optimise discoverability, and plan for sustainability in their marketing strategies.

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Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence.

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