(Paris) Discover Paris and France in the footsteps of the heroes of globally successful series like Emily in Paris Or Lupine : the Netflix platform and the organization promoting French tourism abroad are joining forces to ride the “cinema tourism” trend.
According to a study carried out for Netflix among American, Japanese and German audiences, viewers who have watched French programs on the platform are three times more likely to name France as their first travel destination.
“We had the intuition that there was a Netflix effect and that watching these films and series contributed to making us want to be interested in France and to travel to France,” Marie-Marie explains to AFP. Laure Daridan, Director of Institutional Relations Netflix. And “we wanted to help amplify this phenomenon”.
The phenomenon of “cine tourism”, which consists of choosing your vacation destination based on your favorite films or series, is not new, but is growing thanks to the success of film platforms. streaming.
“We already knew that films were an important vector of tourism, but this was confirmed” with the success of the adventures of Lupine alias Assane Diop, inspired by the gentleman burglar Arsène Lupine created by the novelist Maurice Leblanc and Emily in Parisexplains to AFP Caroline Leboucher, general director of Atout France, the organization which promotes French tourist destinations internationally.
From the partnership between Netflix and Atout France was born an internet guide (Netflix-en-France.fr) which offers, in English and French, themes such as “Emily’s dreamed France”, the young American Francophile incarnate by Lily Collins or “Lupin’s Hidden Paris”… and should be enriched with new series or seasons.
But Atout France and Netflix have “taken out of the guide destinations that are already very popular”, specifies Mme Daridan, to avoid generating overtourism, such as the seaside resort of Étretat where the event takes place The hollow needlethe best-known episode of the adventures of Lupin, overwhelmed by fans of the series.
Therefore, only destinations that have given their consent appear in the guide.