Cultural Affinity and Screen Tourism – The Case of Internet Entertainment Services (2021)
- hub asean
- Nov 5, 2025
- 3 min read
UNWTO-Netflix report examines how streaming films and TV series can foster deeper cultural connections that extend far beyond traditional screen tourism. The study represents a collaboration between the World Tourism Organization and Netflix to understand how digital content distribution creates what researchers term "cultural affinity."
The report defines cultural affinity as the growing emotional attachment and positive feelings viewers develop toward cultures depicted in screen content. This phenomenon differs from simple screen tourism because it creates lasting connections that persist whether or not people actually travel to featured destinations. The research suggests these connections can influence purchasing decisions for cultural goods, language learning interest, and overall perceptions of featured countries.
Netflix commissioned extensive surveys between 2020 and 2021 across multiple markets to study viewer responses to content from Canada, Japan, South Africa, Spain, and Turkey. The methodology involved over 2,250 respondents per market, with researchers comparing Netflix users who had watched foreign content against control groups who had not. The surveys controlled for demographic variables like age and income to isolate the effects of content exposure.
The travel-related findings show clear correlations between content consumption and destination preference. German Netflix users who watched Japanese content were twice as likely to name Japan as their top travel destination compared to non-viewers. Similarly, viewers of Canadian content globally were 2.1 times more likely to prioritize Canada for travel. Spanish content viewers showed 93% interest in visiting Spain compared to 86% among non-viewers.
The cultural impact extends beyond tourism intentions into broader lifestyle interests. Sixty-eight percent of Netflix users showed increased interest in Japanese fashion after watching "Queer Eye: We're in Japan." Three out of five viewers of Spanish nature content developed specific interest in Spanish wildlife and natural environments. The surveys revealed heightened curiosity about local cuisines, with 78% of viewers expressing interest in Canadian food culture and 62% wanting to try Turkish cuisine.
Language learning emerged as a significant outcome of content exposure. Viewers exposed to foreign content were six times more likely to express interest in learning the featured language. For audiences already familiar with a language, watching content in that language became their primary method for skill improvement. This finding suggests streaming platforms inadvertently serve as informal language education tools.
The report identifies three critical factors that maximize cultural affinity effects. Content diversity ensures broad appeal across different audience segments and prevents stereotypical representations. Accessibility features like subtitles, dubbing, and audio descriptions remove barriers for global audiences and viewers with disabilities. Quality production values determine whether audiences will engage deeply enough for cultural connections to form.
Netflix's global distribution model enables content that might never reach international audiences through traditional channels. The surveys found that 47% of respondents would never have encountered certain foreign content without the platform's recommendation algorithms. This discovery mechanism proves particularly important for content from smaller markets or featuring underrepresented stories.
The economic implications extend beyond entertainment and tourism sectors. Local film industries benefit from increased international investment and production opportunities. The report notes that European video production companies grew 28% between 2011 and 2015, while employment in the sector increased 7%. Similar growth patterns appeared in India and Canada, suggesting streaming platforms create economic multiplier effects.
The timing of this research during the COVID-19 pandemic adds urgency to the findings. Travel restrictions forced people to explore other cultures primarily through digital content, potentially accelerating the cultural affinity phenomenon. The report positions these connections as valuable for post-pandemic recovery efforts that require international cooperation and understanding.
Several case studies illustrate successful cultural affinity creation. "Money Heist" appeared on India's Top 10 for 170 days despite being Spanish-language content. "Mighty Little Bheem," an Indian children's series, became Netflix's top international release in the United States. These examples demonstrate how quality content can transcend linguistic and cultural boundaries when properly distributed.
The report acknowledges limitations in current research and calls for deeper economic analysis of cultural affinity effects. While the surveys establish correlations between content viewing and cultural interest, longer-term studies could better measure actual behavioral changes and spending patterns. The authors recommend collaboration between entertainment companies, tourism boards, and cultural agencies to maximize these emerging opportunities.
For policymakers, the findings suggest coordinated strategies across tourism, culture, and economic development agencies could amplify benefits from screen content. The report recommends investing in local production capabilities, ensuring content authenticity, and aligning initiatives with Sustainable Development Goals around cultural preservation and economic growth.
The research ultimately argues that streaming platforms represent more than entertainment distribution channels. They function as cultural diplomacy tools that can build international understanding, support creative economies, and foster the kind of cross-cultural connections increasingly important in a globalized world facing shared challenges.