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When IP Drives Tourism: How New Film & Comic Projects Create Destination Trends

ddiscovers

2026-01-31

9 min read

How WME deals and Vice's studio pivot in 2026 turn IP into sudden tourism spikes — and a 10-step playbook for destinations to respond fast.

When IP Drives Tourism: How New Film & Comic Projects Create Destination Trends

Hook: You manage a tourism board or a small coastal B&B and suddenly your inbox fills with booking requests tied to a comic series nobody in your office had heard of last month. Feeling blindsided is normal — but predictable. In 2026, agency signings and studio builds (think WME representing European transmedia studios and Vice Media pivoting into a studio model) are accelerating how quickly Intellectual Property (IP) translates into real-world travel demand. This article shows you why that happens and gives a tactical, step-by-step playbook to prepare.

The shift at a glance: Why early 2026 matters

Two industry moves in early 2026 illustrate a broader pattern that destinations must plan for:

WME signing The Orangery (Jan 2026): a European transmedia IP studio behind graphic novels such as Traveling to Mars and Sweet Paprika now has major agency representation. That means rapid rights commercialization across film, TV, streaming, and experiential formats.
Vice Media’s C-suite expansion as it reboots into a production studio: new finance and strategy hires signal increased capacity to produce and monetize original projects — often grounded in real-world locations that then become travel fodder.

Those moves are not isolated. In 2025–26 the industry doubled down on transmedia-first IP, fast turnarounds, and direct-to-fan experiences. For destinations, that equals a higher probability of sudden, localized tourism spikes tied to fictional settings, recognizable filming backdrops, or comic/graphic-novel inspired tours.

The mechanics: How IP converts into visits fast

Understanding the chain from IP to arrivals helps planners predict timing and scale. Here’s a condensed flow:

IP acquisition & packaging — Agencies like WME sign transmedia studios that own adaptable IP; that triggers development pipelines (script greenlights, pilot orders).
Production decisions — Producers scout and select locations for authenticity, cost incentives, and logistics. New studios often favor areas with tax credits and existing production hubs.
Marketing & transmedia rollout — Releases across comics, series, films, social clips, AR filters, and on-platform merchandising create multiple discovery points.
Fan-driven signal amplification — Social platforms (TikTok, Instagram Reels, Reddit, and fandom forums) accelerate location discovery and “must-see” lists.
Travel behavior — Fans convert desire into bookings through themed packages, local tours, and experiential offers.

Two features of 2026 accelerate this chain: stronger agency-studio ties (WME-style deals) and vertically integrated producers (Vice-style studio moves) that shorten time from IP announcement to production to release.

Case studies: What earlier waves teach us

Lessons from past IP-driven tourism

Look at classic examples to see patterns you can replicate or avoid:

The Lord of the Rings in New Zealand — multi-year uplift in international arrivals; tourism boards created branded trails, benefited local businesses but also had to manage environmental impacts.
Game of Thrones in Dubrovnik and Northern Ireland — sudden oyster-season influxes and tour pressure downtown required traffic management and business licensing adjustments.
Bridgerton-style period tourism (early streaming era) — demand for themed accommodation and events, often short-lived unless supported with permanent products.

Common outcomes: rapid bookings for specific months, Instagram-driven hotspots, and increased interest in ancillary experiences (food, local guides, workshops). Unmanaged, these can stress infrastructure and local sentiment.

Why 2026 is different: Faster, more cross-platform, and commerce-ready

Recent shifts make IP-driven travel more volatile — and more monetizable — than before:

Transmedia-first IP: Studios like The Orangery develop stories simultaneously for comics, streaming, games, and live events. One narrative unlocks many physical touchpoints.
Agency packaging: Representation by major agencies (WME) bundles talent, financing, and distribution windows, shortening the production timeline.
Studio verticalization: Companies becoming studios (e.g., Vice Media’s pivot) means projects are greenlit faster and marketed directly to target demographics, increasing the likelihood of viral, location-specific interest.
Social commerce and AR: In 2026, in-app bookings, AR location filters, and NFTs/experiential drops turn attention into immediate travel intent.

How destinations can prepare: A 10-step rapid-response playbook

Below is a pragmatic, prioritized checklist for tourism boards, DMOs, and local businesses. Think of it as a rapid-response playbook for an IP-triggered interest spike.

Scan the industry daily
- Tools: Google Alerts, Variety/THR trackers, agency signing notices (WME, CAA), and production trade feeds.
- What to watch: transmedia studio signings, pilot orders, location scouts, and local film commission permits.
Map your assets
- Create an inventory of visually compelling locations, period architecture, story-appropriate venues, and accessibility.
- Classify assets by capacity for filming, tours, and events.
Engage production stakeholders
- Make your film commission a proactive liaison. Reach out to agencies and studios (WME reps, Vice Studios development teams) with a one-page location kit.
- Offer clear incentives, fast-track permit processes, and a local production concierge.
Establish a rapid marketing kit
- Pre-build landing pages, photo libraries, press kits, and social assets that can be deployed within 48–72 hours of a media announcement.
- Include suggested itineraries, partner offers, and contact points for fan experiences.
Coordinate with hospitality and transport
- Create flexible inventory plans with hotels and tours for pop-up demand. Negotiate short-term packages (e.g., 2-night IP-themed stay + tour) that can be activated quickly.
- Alert transport operators to potential surges and set up contingency shuttles or timed-entry reservations for fragile sites.
Design responsible fan experiences
- Prioritize small-group, paid experiences over unmanaged crowds. Use timed tickets, limited-run events, and community-benefit revenue sharing.
- Develop interpretive experiences that explain local culture and stewardship responsibilities.
Deploy tech for quick response
- Social listening & analytics: Google Trends, Meltwater, CrowdTangle, TikTok Analytics to quantify interest spikes and origin markets.
- Booking & queue tech: set up waiting lists, dynamic pricing, and pre-registration for high-demand days.
Activate a press & influencer strategy
- Pre-vet a list of creators aligned with the IP’s audience. Use short-lead press trips to seed itineraries before mainstream release.
- Offer exclusive experiences tied to scenes, props, or behind-the-scenes content for high-impact coverage. Consider PR workflow tools and reviews when choosing vendors (see PRTech platform reviews).
Protect community interests
- Create a community advisory panel to balance tourism benefits with resident quality of life concerns.
- Plan for waste, parking, and enforcement budgets tied to surge events.
Track KPIs and refine
- Key metrics: referral traffic spikes, booking conversions, average length of stay, spend per visitor, and resident sentiment scores.
- Run a 90-day post-spike review to lock in recurring offerings or to scale down responsibly.

Playbook timeline: What to do in the first 0–18 months

Timing matters. Here’s a concise timeline for execution when an IP starts pointing to your destination.

0–3 months: Immediate activation

Deploy the rapid marketing kit and landing page.
Open communications with production office; confirm whether filming will occur on-location or use VFX.
Alert hotels, dispatch capacity buffers, and enable timed-entry for fragile sites.

3–9 months: Productize and monetize

Roll out guided tours, themed menus, and pop-up retail.
Partner with local artisans for official merch and limited experiences.
Begin targeted paid social campaigns to core markets revealed by analytics.

9–18 months: Institutionalize or sunset

Assess whether demand is sustained. If yes, formalize permanent trails, interpretive centers, and integrated festival programming.
If demand fades, wind down pop-ups gracefully and capture insights for the next IP wave.

Tools, partners & budget guidelines

Here are practical tools and a suggested budget allocation for medium-sized DMOs:

Monitoring & analytics

Google Trends, Google Analytics, TikTok/Instagram insights
Paid: Meltwater or Brandwatch for social listening (use for mention volume and sentiment)

Production & location liaison

Film commission staffing: single point-of-contact to handle scouts and permits
Legal counsel for location agreements and community benefit clauses

Typical small DMO budget split (illustrative)

30% Marketing activation (landing pages, paid social, influencer trips)
20% Experience development (guides, merchandise design, ticketing tech)
20% Operational surge capacity (safety, sanitation, transport buffers)
15% Community engagement & legal
15% Monitoring & analytics tools

Risk management: What can go wrong — and how to limit fallout

Not every media tie-in is positive. Know the risks and mitigation strategies:

Overtourism and resident pushback — Use timed-entry, revenue-sharing with communities, and transparent communications.
Reputational mismatch — If an IP’s tone conflicts with your destination values (e.g., gritty crime dramas vs. family-friendliness), avoid over-association.
Short-lived interest — Design experiences that adapt: pop-ups first, then assess permanence based on 6–12 month KPIs.
Legal/IP constraints — Don’t create official “branded” merchandise without licensing. Work with rights holders where possible or focus on inspired (not infringing) products.

“A smart destination is not just reactive to IP; it anticipates. The difference between a fleeting boost and a sustainable benefit is the readiness to deploy meaningful, responsible experiences.”

2026 trends & future predictions

As we move through 2026, expect these developments to shape IP-driven tourism:

Faster-to-market transmedia releases — Studios and agencies are packaging stories across formats simultaneously. Single-IP travel surges will intensify.
Localized production hubs in Europe — With players like The Orangery anchored in Turin, expect more shoot activity across Italian regions and Southern Europe, especially where incentives are competitive.
Studio-as-marketer — Companies building studio capacity (Vice-style moves) will run integrated campaigns that include physical events, increasing opportunities for DMOs to partner early.
Tech integration — AR scene overlays, ticketed NFT drops tied to real-world visits, and in-app bookings will compress the conversion funnel from discovery to travel.
Greater community expectations — Residents will increasingly demand benefit-sharing and environmental safeguards; destinations must meet these demands to sustain tourism.

Final actionable takeaways

Monitor agency signings and studio moves — WME and Vice-level changes are early indicators of potential location demand.
Respond fast — Pre-made marketing kits and a film liaison reduce deployment time from weeks to days.
Design experiences for sustainability — Favor paid, timed, and small-group offerings over unmanaged crowding.
Measure & iterate — Use analytics to decide whether to institutionalize offerings.

Call to action

If your destination wants a ready-to-deploy IP response kit, we’ve created a free 20-point checklist adapted to 2026’s faster transmedia landscape — from who to contact at agencies like WME to how to set up AR-enabled tours. Download it, or contact our destination strategy team for a 30-minute audit that will map your top five assets and a 90-day activation plan.

Sign up for our newsletter to get quarterly briefs on studio signings, production hub shifts, and case studies that turn media attention into sustainable local value — because when IP drives tourism, preparation is the difference between a crisis and an opportunity.

discovers

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.