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What New Franchise Projects Mean for Adventure Tourism: From Star Wars to Holiday Rom-Com Pilgrimages

UUnknown

2026-02-21

9 min read

From Star Wars to holiday rom‑coms, new film projects spark outdoor visitation. Learn how guides can design, market, and scale themed trips in 2026.

Hook: Your next season depends on a TV show—and that’s a good thing

Local guides, river outfitters, and destination marketers: if you’re struggling to create fresh trip products or fill shoulder-season dates, incoming film and TV projects are a predictable demand engine you can use. Big franchises—from the newly energized Star Wars universe to a wave of holiday rom‑coms and indie hits—are not just entertainment; they are catalysts for franchise tourism and film-induced travel that reshape trails, docks, and towns. In 2026 the playbook has changed: studios, streaming platforms, and distributors actively—and quickly—turn screen exposure into place-based experiences. Local guides who move fast and smart can capture new customers, diversify revenue, and help communities manage the influx responsibly.

The 2026 shift: why franchise projects matter to outdoor tourism now

Late 2025 and early 2026 brought clear signs that studios and distributors are leaning on location-driven storytelling more than ever. High-profile developments—like the transition to the Filoni era at Lucasfilm reported in January 2026 and the renewed slate of holiday rom‑coms and specialty titles highlighted at Content Americas—mean more shoots, more scouting, and more on-screen geography that travelers want to visit.

“We are now in the new Dave Filoni era of Star Wars,” noted coverage in early 2026 — a shift that signals accelerated production and renewed interest in physical locations tied to franchise storytelling.

That matters because modern film tourism is not passive. Travelers want experiences—guided, themed, and video-first. They look for the exact overlook, river bend, or glacier where a scene was shot, and they book tours that let them feel like part of the story. For river guides and outdoor operators, that's a golden product development moment.

How film exposure translates into real-world visitation

Film-induced travel previously produced headline examples—New Zealand’s tourism boom after The Lord of the Rings, or the spike in Skellig Michael visits after Star Wars Episode VIII. In 2026 the conversion funnel is faster: short-form clips, trailer drops, and behind-the-scenes reels create immediate discovery that maps quickly to bookings. Destination marketing organizations (DMOs) and studios are also experimenting with co-marketed itineraries and limited-time experiences that amplify demand around releases.

Impacts typically show up as:

Short-term surges during production and release windows.
Long-tail interest from dedicated fans and franchise communities.
Seasonal shifts—film shoots in off-peak months bring new visitation during shoulder seasons.

Case studies & evidence you can act on

We use case studies not for nostalgia but to identify repeatable tactics. Here are proven patterns you can adapt.

1) The "big franchise" halo: name recognition and repeat visitation

Large franchises create brand recognition that persists. After a blockbuster shoots in a rural coastline or canyon, local operators often see repeat bookings from fans returning for seasonal events or expanded itineraries. The lesson for guides is to build an entry-level, low-friction product (photo stops, short interpretive paddles) and a premium product (multi-day immersive trips) to capture different segments.

2) The indie/rom‑com ripple: discoverability and lifestyle trips

Smaller films—especially holiday rom‑coms—drive a different traveler: couples and small groups seeking intimate, curated experiences (bakeries, artisan markets, cozy cabins). These travelers prefer bundled packages (stay + morning paddle + themed brunch). In 2026, Content Americas flagged an influx of holiday and rom‑com titles, signaling more micro-pilgrimages for small towns and outdoor regions that look “storybook” on screen.

What this means for river guides and outdoor operators

If you run paddling trips, river shuttles, or multi-day outfitters, franchise tourism is both opportunity and operational challenge. Here’s how to convert screen-driven interest into sustainable bookings.

Designing themed trips that sell

A themed trip is not a costume party—it's a narrative-driven, logistics-sound experience that makes a connection between place and story. Use this step-by-step design approach:

Choose a defensible creative hook. If a Star Wars production is nearby, your hook could be “Galactic-Scenery Paddle” or “Starry Skiffs: A Sci-Fi Night Paddle.” Avoid trademarked names unless you secure licensing.
Map the cinematic landmarks. Identify exact viewpoints, river bends, beaches, ridgelines, or cafes that appear onscreen or inspired the cinematography.
Build layered itineraries. Offer a 2-hour sampler, half-day, and a premium multi-day immersion with storytelling, local food, and a keepsake (photos, route map).
Integrate storytelling. Train guides to narrate both natural history and cinematic context—what was filmed where, why the director chose that ridge, how the local community engaged with the production.
Prioritize safety & permits. Confirm access rights, coordinate with land managers, and check additional insurance or permit needs related to commercial filming-tour products.

Sample: a Star Wars–inspired paddle (authorization-free)

Below is a market-ready, IP-safe outline you can adapt and test in a weekend pilot.

Title: "Galactic Shorelines: A Sci‑Fi Scenic Paddle"
Length: 3 hours (including pre-trip orientation)
Group size: 6–10 paddlers
Hook: Explore dramatic rock spines and tidal flats similar to the new franchise’s cinematography; twilight leg includes a star-navigation demo
Add-ons: Branded photo pack, themed picnic with local vendor partners, limited-edition enamel pin
Rules: No use of franchise trademarks in marketing; use descriptive language like “galactic-inspired” to avoid IP issues unless you have a license

Sample: holiday rom‑com pilgrimage

Holiday/rom‑com travelers want warmth, familiarity, and photogenic moments. Adapt outdoor experiences to that emotional core.

Title: "Hearth & Harbor: A Cozy-Season River Getaway"
Length: 2 nights / 3 days
Elements: Morning mist paddle, craft market tour, local bakery tasting, pop-up outdoor screening of the film (license needed), fireside storytelling
Partnerships: Work with local inns, bakeries, film commissions, and the DMO to create a package

Marketing, partnerships, and revenue engines

In 2026 the marketing lifecycle for a franchise-driven audience is video-first, influencer-amplified, and often channeled through official studio partner programs. Steps to convert interest to bookings:

Optimize for long-tail queries—people search for "where was [title] filmed" and "[franchise] filming locations near me." Create video-first landing pages with short reels, map pins, and booking CTAs. Use target keywords like franchise tourism, film-induced travel, and the franchise name only where appropriate.

Studio & DMO partnerships

Studios increasingly partner with DMOs. Reach out to your local film commission or visitor bureau with a 1-page pitch that shows proof of experience, safety plan, capacity, and a revenue share proposal. Offer to run an official “experience pilot” during the film’s promotional window.

Use micro-influencers—local paddlers, film-history podcasters, and scenic photographers—to create teasers timed to trailer releases and premiere weekends. In 2026 short-form video (15–60s) is the dominant discovery channel for travel inspiration.

Ancillary revenue

Licensed experiences or authorized merchandise (if you secure rights)
Photo/video packages and social media-ready edits
Local vendor collaborations (food, artisan goods, shuttle services)

Infrastructure, governance & community impacts

Film-induced visitation can stress small towns and fragile river corridors. In 2026 more DMOs are using dynamic visitor management—reservation systems, timed entries, and integrative data dashboards—to balance growth with stewardship. Guides should proactively coordinate with land managers and the community to avoid becoming the problem you were hired to solve.

Operational checklist for scaling responsibly

Coordinate with land managers about daily carrying capacity and off-limits zones.
Implement a booking and timed-entry system to spread visitation.
Offer discounts for off-peak dates to flatten seasonal spikes.
Invest in guide training on conservation messaging and light-footprint techniques.
Propose community benefit models (percent of proceeds to local conservation or festivals).

Legal risks & IP considerations

Using a franchise name or images in commercial promotions can trigger copyright and trademark issues. The safe options:

Use generic, inspired language ("space‑scenery" vs. "Star Wars").
License content if you want to use clips or original logos—studios sometimes partner with approved experience providers.
When in doubt, consult an entertainment attorney before promoting or selling experiences that explicitly rely on protected IP.

Future predictions & advanced strategies for 2026–2028

Where should guides place their bets? Here are high-probability trends to prepare for:

Authorized experience partners: Studios will increasingly certify local guides as official partners—those early to build safe, scalable pilots will be first in line.
Augmented reality overlays: AR apps that show on-screen scenes layered onto real views will boost micro-pilgrimage appeal—offer guided AR-compatible routes.
Video-first reservations: Short reels will convert faster than photos—invest in pro short-form content and a simple booking UX for mobile.
Studio-driven pop-up events: Premier weekends will come with sanctioned local events; be ready to host companion experiences.

30/60/90 day roadmap for local guides

Start simple and scale. Use this roadmap to go from concept to first bookings in one quarter.

0–30 days: research & pilot design

Monitor local filming permits & production announcements (film commission websites, local trades, press).
Identify 2–3 cinematic hooks close to your existing routes.
Draft a pilot itinerary and safety plan.

30–60 days: test & market

Run 2–3 invite-only pilots with local media, influencers, and the DMO.
Create short-form video assets (30–60s) and a landing page optimized for search and social.
Collect testimonials and professional photos for paid promotions.

60–90 days: iterate & scale

Refine the product using feedback, add ancillaries (photos, merch).
Pitch a partnership to the film commission or DMO; propose an official pilot during a premiere.
Implement reservation management and capacity caps; set up seasonal pricing.

Advanced tips from operators who made it work

Here are concise lessons from outfitters who turned screen attention into sustainable revenue:

Lead with authenticity: guests value local stories and conservation more than props.
Be nimble around release windows; book staffing ahead of expected surges.
Offer distinct ticket tiers—basic discovery, photo-focused, and immersive—and price them accordingly.
Track conversion metrics: which video assets drive bookings, and which landing pages convert best.

Actionable takeaways

To summarize: franchise projects in 2026 create high-impact, time-sensitive opportunities for adventure tourism if you plan responsibly. Your must-do list:

Scan local production announcements weekly.
Prototype an IP-safe themed trip in 30 days.
Market with short-form video timed to trailers and premieres.
Partner with DMOs, film commissions, and local businesses to share capacity and revenue.
Manage impacts with reservations, conservation messaging, and community revenue-sharing.

Final thought & call-to-action

The intersection of franchises—from the new Star Wars slate to a surge of cozy holiday rom‑coms—is changing how people choose outdoor trips. For river guides and destination leaders, this is an invitation: build experiences that honor place, protect resources, and tell the on-screen story in a way only locals can. Move fast, start small, and scale with community-first safeguards.

Ready to prototype a themed paddle or cozy pilgrimage? Download our free 30/60/90 Day Themed-Trip Template, join the CanoeTV community to share pilot results, or email our guide consultancy to plan an official experience pitch for your local DMO. Turn screen stardust into sustainable trailhead bookings—before the next premiere drops.

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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.