Could Dubai be about to join the ranks of global cities like New York, London and Paris as a destination for film tourism?
According to Jamal Al Sharif, chairman of Dubai Film and TV Commission, it could: “Film tourism, a concept that connects tourist interest in sites made famous by films, has emerged as a global trend over the past decade,” he says. “The Lord of the Rings trilogy contributed to a 40% rise in the number of visitors to New Zealand, and the Harry Potter films drove an increase of over 50% in each of its filmed locations. It is estimated that 10% of annual foreign tourism in the UK is due to its film industry, and this is a trend that is increasingly emerging in Dubai.”
With films such as Mission Impossible IV and Happy New Year having showcased some of the city's landmarks to audiences all over the world in recent years, Al Sharif Dubai could benefit immensely. Of course, with Abu Dhabi shortly to hit cinema screens in Furious 7 and Star Wars: Episode VII, the phenomena could soon be a truly national one.
It stands to reason that any city encountering a rise in tourism is likely to attract a simultaneous boost to both its economic and cultural life too, and Al Sharif says this isn’t just thanks to the tourists themselves: “Aside from films and TV shows playing an instrumental role in showcasing locations to a global audience, a flourishing film and TV sector drives up the number of creative professionals in a city, adding a sense of vibrancy to its social and cultural life and in turn increasing its appeal as a tourist destination. Dubai is a global media hub, home to industry leaders from across the industry value chain as well as innovative individuals and ideas, and there is a real creative community emerging in the Emirate. Dubai’s thriving film and TV industry will continue to support its growth into a global tourist destination, supporting the Government’s wider tourism and innovation initiatives, and ensure that its unique destinations are globally recognised landmarks.”
With Dubai Airport recently eclipsing London Heathrow as the world’s busiest, tourism in the city has never been in better shape – Al Sharif notes that 5.8M visitors stayed in the Emirate’s hotels in the first half of 2014, a six-monthly record. Al Sharif notes that the film and TV commission works closely with Dubai Tourism and Commerce Marketing to ensure they are both reading from the same page: “Film has, and continues to play, a major role in supporting the Dubai Government’s wider aim to drive tourism, and Dubai Film and TV Commission works closely with DTCM and private and public entities to promote Dubai as a global hub for film and TV production.
“Films and TV series from around the world have chosen Dubai as a filming location due to its diverse filming destinations, including desert, beaches, cosmopolitan city centres and The Creek, and have in turn showcased the Emirate’s unique locations to a global audience.
An increased number of visitors are interested in visiting places that have been featured in popular films or TV shows, and Hollywood and Bollywood blockbusters such as Mission Impossible 4 and Happy New Year have positioned unique locations such as the Burj Khalifa and Palm Jumeirah as some of the world’s most iconic landmarks.”
The benefits of increased tourism for multiple sectors of the economy are plain to see. On the downside – we may have to look forward to a lot more selfie sticks coming to town over the coming years.
