This week’s Thesis Thursday takes us to two world-famous UNESCO World Heritage Sites: Dubrovnik in Croatia and Giant’s Causeway in Northern Ireland. While both destinations have gained international attention as filming locations, they have taken very different approaches to managing the opportunities and challenges that film tourism brings.
In her thesis, Kyra Smits explores how UNESCO World Heritage Sites market themselves as film destinations while balancing the sustainability challenges associated with increased tourism. Using a comparative case study, the research analyses marketing campaigns, policy documents, and interviews with key tourism stakeholders to understand how these destinations respond to the growing influence of film tourism.
The findings show a clear contrast between the two destinations. Dubrovnik, best known as the filming location for Game of Thrones, has fully embraced film tourism as part of its destination branding. However, many of its sustainability measures, such as limiting cruise ships, managing visitor flows, and introducing the “Respect the City” campaign, were implemented only after problems like overcrowding, congestion, and pressure on local communities had already become severe.
Giant’s Causeway, on the other hand, has experienced film tourism on a smaller scale and has taken a more proactive approach to tourism management. Rather than heavily promoting its film connections, the destination focuses on protecting its natural and cultural heritage while integrating sustainability into its tourism planning from the outset.
A key takeaway from this research is that film tourism can be a powerful tool for destination branding and economic development, but only when accompanied by effective management strategies. The study highlights the importance of balancing economic benefits with the protection of local communities, cultural heritage, and the environment.
As more destinations gain global exposure through films and television series, this thesis provides valuable insights for tourism managers and policymakers seeking to develop film tourism without compromising the very places that attract visitors in the first place.
Interested and want to read more? Check out the full thesis HERE. 📚
