AFRICA’S film and television industry is emerging as a major driver of tourism, transforming iconic filming locations into top travel destinations. South Africa, in particular, is at the forefront of this shift, attracting international productions while fuelling economic growth and job creation.
Between November 2023 and June 2024, foreign film productions injected $137 million into the South African economy. By October 2025, this figure is expected to surpass $272 million, according to the Film Industry Visa Assistance and Commercial Producers Association South Africa. The sector has also created over 25,000 local jobs, highlighting its economic significance.
Film locations become tourism hotspots
African landscapes and cultures have long been showcased in films, but now, they are driving real-world tourism demand. As audiences watch breathtaking scenery on screen, they are inspired to visit these locations in person.
‘Film is more than entertainment—it’s a powerful tourism driver,’ said Thembisile Sehloho, Chief Marketing Officer at SA Tourism. ‘Destinations that feature prominently in films and series see an uptick in visitors, as audiences seek to immerse themselves in the locations they’ve seen on screen.’
This trend mirrors global patterns seen in destinations like New Zealand, where The Lord of the Rings franchise significantly boosted tourism. In Africa, films and TV shows set in scenic locations such as Cape Town, Morocco, and Kenya are drawing international travellers, eager to explore the continent’s cinematic backdrops.
Film festivals: catalysts for tourism and industry growth
Beyond filming locations, Africa’s film festivals are playing a crucial role in attracting global audiences and industry players.
‘Festivals like the Joburg Film Festival transform cities into creative hubs, where our stories become our gold,’ said festival founder Tim Mangwedi. ‘These events not only showcase African talent but also boost tourism by drawing international filmmakers, investors, and fans to our shores.’
The success of film festivals across the continent is helping position Africa as a cultural and creative powerhouse, making it a preferred destination for global film productions.
Collaboration: the key to Africa’s global appeal
Industry experts at Meetings Africa, a leading business events trade show, stressed the importance of collaboration between tourism boards, filmmakers, and designers to fully capitalise on Africa’s global visibility.
‘Film is an advertising billboard,’ said Tshepiso Chikapa-Phiri, CEO of the Known Associates Group. ‘People choose travel destinations based on what they see on screen.’
By strengthening partnerships between film, fashion, and tourism industries, Africa can maximize its economic gains and establish itself as a top destination for cultural tourism.
Looking ahead: a thriving film-tourism ecosystem
With growing international interest in African cinema and rising investment in local productions, the continent’s film industry is on track to become a major economic pillar. By continuing to leverage its rich landscapes, unique stories, and vibrant cultural scene, Africa can solidify its position as a global film and tourism hub—one frame at a time.
