The Power of Traveling Fandoms

It's the middle of summer, and you're stuck at work with no plans. You wish you were in Positano savoring La Dolce Vita—without the crowds. After work, you plan your December trip to Thailand, pinning the island Ko Phi Phi Le, where Leo DiCaprio’s “The Beach” was filmed. Later, you’re at a sports bar with friends, discussing the upcoming NFL season and the idea of visiting New Orleans for the Super Bowl. Before bed, you read Tender Is the Night by F. Scott Fitzgerald and discover the picturesque ski town of Gstaad—or maybe it was the @gstaadguy’s meme-alike content you saw in your feed. But what do Positano, Koh Phi Phi Le, New Orleans, and Gstaad have in common? They're all iconic pop-culture destinations.

Pop-culture tourism spans from Harry Potter-themed tours in the UK to visits to New Zealand's landscapes from "The Lord of the Rings," and even the influx of visitors to Paris during the Summer Olympics, evoking echoes of "Emily In Paris" nostalgia amidst the Belle époque allure. It extends to crowds on Rio’s Ipanema Beach searching for their famed personas and the rise of guided tours to Chernobyl in pre-war Ukraine, influenced by HBO's eponymous series. This tourism niche centers on places and stories that captivate engaged followers, where fans travel to locations linked with beloved movies, TV shows, books, music, sports and entertainment events, and more.

Stories enrich places and give them unique identities. Compelling narratives create emotional bonds and communities among fans, who help perpetuate these stories. This highlights storytelling's role in building loyal fan bases and shows how fans contribute to a story's success. Most notably, brands don’t have to be travel-related to tap into travel fandoms. In fact, for non-travel brands, it provides an excellent opportunity to connect with consumers when they are most receptive to new experiences.

Pop-culture destinations draw a steady flow of tourists at all times of the year, weather permitting, driven by the timeless appeal of storytelling. At the heart of this allure lies fans' deep emotional connection with these cultural landmarks. Whether "Sex and the City" enthusiasts exploring iconic spots in New York City or romantics leaving notes at Juliet’s Verona residence, these locales offer fans a chance to immerse themselves fully in beloved narratives and settings. They provide a tangible link to stories that have profoundly influenced their lives, a connection that outlasts the media, enduring for decades or even centuries alongside the fandom. According to a TripIt study, travelers are now twice as likely to plan trips around pop-culture destinations, with 40% of respondents indicating they intend to do so in the coming year. Gen Z and Millennial travelers are particularly prominent in this trend; two out of five Gen Z respondents took a pop-culture-themed trip in the past year alone.

Driven by younger demographics, pop-culture tourism is a growing trend that brands should leverage, as it brings branding and business opportunities. Beyond highlighting destinations, it includes ongoing fan engagement, community events, and cultural integration. Examples include Coca-Cola’s World of Coca-Cola in Atlanta, automotive museums like Mercedes-Benz and Porsche in Stuttgart, and Ferrari World in Abu Dhabi, which offer interactive experiences. CPG brands like M&M’s Minis with their London pop-up shop and sports brands like Inter Miami CF with off-season merchandise sales also tap into this trend. Apple’s product launches and fan events show how to turn customers into loyal enthusiasts. These brands share a devoted fandom, presenting a valuable avenue for others to capitalize on.

Fandom is an all-year-round phenomenon, making pop-culture tourism thrive consistently. The success formula includes the following:

1. Consumer Engagement: Fans consistently engage with their favorite pop-culture content (shows, books, music) throughout the year, maintaining a perpetual cycle of enthusiasm and forging strong emotional bonds. Platforms like TikTok and Instagram greatly influence travel destination choices, with 75% of travelers citing social media as their main source of inspiration. This has become highly specialized and popular, such as using Taylor Swift songs as travel inspiration. Airlines like Delta have invested in enhancing the customer experience beyond the flight, making social an extension of the voyage.

2. Community Events: Fan conventions, meet-ups, sports tournaments, and entertainment events like Comic-Con and music festivals happen in any month. According to American Express, these events create continuous travel opportunities, with many fans traveling specifically to watch their favorite sports teams (35%) or attend significant cultural events (34%). In a time when Gen Z is ditching the swipes for running clubs, the Swiss shoe challenger brand On has launched On Track Nights, a running event series around the globe inviting runners from all levels to join the tracks.

3. Cultural Integration: Integrating brand messaging with cultural moments and societal trends can make a brand impossible to ignore. The recent “Korean wave” has notably increased foreign visitors to South Korea, especially among Millennials and Gen Z—and brands such as Louis Vuitton, Samsung, and Starbucks are taking note. On the other hand, Four Seasons has capitalized on the “White Lotus” fanship, allowing guests to follow in the footsteps of their favorite characters in their Maui and Taormina locations.

4. Crafting Destinations: Inspired by pop-culture tourism, brands can create physical or virtual destinations for fans. Flagship stores, branded events, and immersive experiences can be pilgrimage sites for brand enthusiasts. Examples include Heineken’s Cannes-Lions award-winning virtual Pub Museums and Gucci’s Florence homonymous “garden.”

Pop-culture tourism is a testament to the power of fandom and its ability to drive continual travel business. By understanding and leveraging the dynamics of fandom and pop-culture tourism, we can cultivate a dedicated following that boosts business and propels brand love year-round.

Typhanee Vreen

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