by Pádraic Gilligan, Chief Marketing Officer, SITE & Founder, SoolNua
Movies and Tourism
When I worked as an Italian-speaking tour guide in Ireland in the late ’80s and early ’90s, one of my set-piece commentaries was on movies shot in Ireland. I would mention The Quiet Man (1952, starring John Wayne and Maureen O’Hara), Un Taxi Mauve (or Purple Taxi, from 1977, which brought thousands of French tourists to Connemara), and Ryan’s Daughter (1970, starring Sarah Miles and Robert Mitchum). These iconic films played a significant role in introducing Ireland to international audiences and boosting the country’s tourism industry.
Fast forward to the 1990s, and the tourism industry began to realise the power of movies and TV series as marketing assets. Destination marketing organizations (DMOs) started recognizing the immense value of leveraging films and shows as part of their promotional strategies. They realized that the big screen could work as a powerful storytelling tool—without having to create the content themselves.
Today, destinations are capitalizing on their roles in films more than ever before. The Lord of the Rings trilogy turned New Zealand into “Middle-earth,” with themed tours, Hobbiton village tours, and even Hobbit-themed flights on Air New Zealand. Northern Ireland harnessed the power of Game of Thrones, with iconic filming locations drawing visitors in droves. And Harry Potter—a franchise with a rich global following—has given the UK a consistent boost in tourism, from the Warner Bros. Studio Tour to Alnwick Castle’s Hogwarts fame.
The key to all of these examples is that something unique about the destination—whether it’s a stunning landscape, a historic site, or even the very architecture—becomes immortalized through a movie or TV show. That leads to infrastructural investments and creative tourism campaigns that let visitors “experience” the destination through the lens of their favorite films.
The Power of Movies in Incentive Travel
For incentive travel, the implications are obvious. Incentive travel organizers are constantly on the lookout for ways to elevate the destination experience for their group. In an increasingly homogenized world of travel, a location that’s featured in a popular film or TV series can be the tipping point. Film tourism offers planners an experiential touchpoint that connects the destination to the emotions and memories of the viewers.
A great example of how an unknown destination has turned its role in a movie into a successful tourism strategy is Saas-Fee, a Swiss ski resort that might otherwise have flown under the radar. Saas-Fee became internationally famous in the 1980s as the location for the filming of Wham!‘s iconic Christmas video, Last Christmas. The video, which has become a staple of holiday playlists around the world, shows the band’s George Michael and Andrew Ridgeley in a picturesque alpine setting, with stunning views of snow-covered mountains and quaint village streets.
While Saas-Fee was already known in Switzerland as a charming, ski-in, ski-out destination, it wasn’t until Last Christmas was released that the resort caught the attention of global audiences. The video, with its catchy tune and enchanting wintery landscapes, painted Saas-Fee as a magical, snow-drenched getaway—perfect for a festive holiday experience.
Leveraging an Iconic Christmas Video
Fast forward to today, and Saas-Fee is skillfully leveraging its connection to the classic Wham! video as part of its marketing strategy. The resort now promotes itself as “The Home of Last Christmas”, offering special winter packages that include opportunities to visit the famous filming locations from the video. The video’s iconic imagery—snow-covered slopes, cozy chalets, and winter festivities—have become deeply intertwined with the resort’s identity.
For example, visitors can now take Last Christmas-themed tours, where they visit locations featured in the video, such as the town’s iconic church and snowy streets, as well as panoramic spots where George Michael and Andrew Ridgeley filmed their scenes. The resort’s Saas-Fee Christmas Market has taken on extra meaning, with themed events celebrating the connection to the video. Many fans come to the village not just for the skiing but also to relive the festive magic of the Last Christmas video.
Additionally, Saas-Fee is now partnering with tour operators and media outlets to promote these unique experiences, effectively turning the resort into a holiday destination that attracts visitors not just for the skiing, but for the chance to be part of a Christmas tradition. In doing so, it’s carved out a niche that appeals not only to skiers but also to film buffs and festive travelers alike.
Saas-Fee: A Festive Example of Film Tourism
For incentive travel programs, a Last Christmas themed trip to Saas-Fee could be an unforgettable reward for employees or clients. Imagine taking a group of high achievers on a winter trip to this picturesque Swiss resort, where they can relive the magic of the iconic video. Skiing during the day, followed by an evening of festive celebrations, local culinary experiences, and a visit to the famous filming locations, would create a memorable and unique experience that connects participants to the magic of the holidays and the nostalgia of the song. It certainly becomes a reason to select Saas-Fee over other perhaps more well know ski resorts!
For incentive travel planners, the chance to integrate film tourism into their programs can provide a memorable, immersive experience that goes beyond the typical sightseeing tour. By choosing destinations that have appeared in iconic films or series, planners can offer participants the chance to step into a world they’ve seen on screen, turning their travel into an unforgettable adventure.
As more destinations—like Saas-Fee—embrace the power of film and music to tell their stories, expect to see more hidden gems rise to fame through their on-screen appearances. For now, Saas-Fee stands as a festive example of how a place can use its starring role in a holiday classic to shine year-round.