Paris saw an influx of tourists inspired by popular Netflix series “Emily in Paris” and “Lupin,” according to a recent study.
Four out of five visitors from abroad said watching movies or TV shows filmed in France increased their desire to travel there.
TV Shows Ignite Interest in Visiting Paris
The study, conducted by market research firm Ifop for France's National Centre of Cinematography, surveyed tourists from Belgium, Spain, the US, Britain, Germany, and China.
It found that one out of 10 tourists visited Paris primarily because of a movie or series—a significant increase from a 2018 study.
Of those inspired by pop culture, 38% said “Emily in Paris” was their motivation for visiting, while 11% cited the French mystery series “Lupin” starring Omar Sy.
In total, 86% of respondents had watched some French cinema before traveling.
More Tourists Drawn By Hollywood Blockbusters
While the Netflix hits drew many tourists, more visitors actually saw Hollywood movies filmed in Paris before their trip.
Blockbusters like “The Da Vinci Code,” “Mission: Impossible Fallout,” and “The Devil Wears Prada” inspired higher numbers of tourists.
Domestic travel within France also gets a boost from screens.
Twenty-two percent of French residents surveyed took a trip within the country after seeing a film or show take place there.
Destinations made famous by movies such as “Welcome to the Sticks” and TV series like “Plus belle la vie” saw more visitors.
Tourism Success Presents New Challenges
The uptick in cinematic tourism has delivered an economic boost but also caused sustainability issues in some destinations.
The survey’s author, Cecile Lacoue, warned about over-tourism’s impact.
For example, the Norman village of Étretat has faced major crowds after appearing briefly in “Lupin.”
In summer, the tiny town of 1,200 residents has had to accommodate 10,000 daily visitors.
Managing sustainable tourism and local quality of life is an ongoing challenge of success.
Pop Culture Hotspots See Visitor Surge Worldwide
Other international destinations have also owed rising tourism rates to appearing on screens.
Sicily, for instance, experienced more interest after being featured in the second season of HBO’s “The White Lotus.”
In Iceland, tour operator Kensington Tours is responding to client demand by adding detours to real-life “Game of Thrones” locations.
More Visitors Require ETIAS Approval Starting 2025
The influx of tourists comes just before new European travel authorization rules take effect.
Starting in May 2025, citizens of over 60 countries will require approval via the European Travel Information and Authorization System (ETIAS) before entering the Schengen Area.
ETIAS aims to bolster security by screening applicants to the EU countries.
The expected increase in tourism and immigration could lead to more ETIAS applications than predicted.
Countries may need to expand ETIAS processing capabilities if the boom continues in years to come.
Tourism Surge Sparks Debate on Immigration Policies
The recent cinema-fueled tourism growth also links to broader immigration questions facing France and the European Union (EU).
As more people visit and fall in love with European destinations, interest rises in moving long-term through investment visas or digital nomad and remote work programs.
However, sustainability challenges and over-tourism backlash could make the countries less welcoming to new immigrants and expats.
Government leaders face difficult decisions balancing enthusiastic global interest with responsible community planning.
The cultural soft power driving tourism could shift immigration policy conversations across Europe.
Film and TV Double-Edged Sword for Destinations
As streaming media expands globally, its power to inspire travel is clear.
However, regions must balance economic success with responsible growth.
For every Emily looking to live her best Parisian life, local leaders face tough decisions on managing crowds.
Tourism marketed through cinematic myth-making can take on a life of its own—the kind that might leave even Lupin plotting his next heist elsewhere.