Which tourism destination is going to be the big winner thanks to this year’s Academy Awards? I’m betting on Norway. Norway? Yes, the Scandinavian country is banking on the success of Frozen, Oscar winner for Best Animated Film, to draw visitors to the land up over this summer. Despite the fact that the film set in Norway per se, Arendelle, the fictional setting of the movie, is reportedly a mash-up of the country’s scenery, architecture, and way of life. Innovation Norway reports that since the film’s debut last fall, U.S. visits to the country’s tourism website have tripled, and search engines are reporting increased interest in flights into Oslo
Frozen wouldn’t be the first animated Academy Award winner to bring home the tourism bacon to a northern country. Last year’s winner, Brave, depicts the adventures of a fictional Scottish princess in an actual animated Scotland. The film inspired a multi-million dollar marketing campaign by Visit Scotland, which forecasts movie-generated visits to bring in more than 200 million dollars in the next five years. Two of the places that inspired animators, the ruins of Dunnottar Castle and the Callanish Stones, are seeing increased visitation, and several companies have developed Brave tours.
Meanwhile, Hogan became a tourism pitchman. His “Throw Another Shrimp on the Barbie” advertising campaign for Tourism Australia was a marketing phenomenon. Interestingly , Baz Luhrmann’s Australia (2008), one of those stereotypical cinematic homages to dramatic landscapes, did not have the bite that Crocodile Dundee did in terms of winning Oz tourism share. Maybe by 2008, people were too busy heading to New Zealand, inspired by the mystical views of Middle Earth depicted in the Lord of the Rings trilogy.