From Set to Screen: LMGI-Winning Locations That Went Viral—and What They Predict for 2025

A compelling location is more than just a backdrop; it’s a character in its own right, capable of shaping the narrative and leaving an indelible mark on the audience. The Location Managers Guild International (LMGI) annually celebrates the professionals who find these extraordinary places, and their award-winning choices often ignite a global phenomenon: film-induced tourism.

As we look toward the 12th Annual LMGI Awards in 2025, the current nominees and industry buzz offer a fascinating glimpse into the future of on-screen destinations and the trends that will define our travel wish lists.

Television’s Viral Hotspots

The extended narrative arc of a television series allows for a deeper, more immersive relationship between the audience and the setting. A location isn’t just seen; it’s lived in, week after week. This prolonged exposure can transform a beautiful landscape into a must-visit destination.

No recent show exemplifies this better than HBO’s The White Lotus. The first season turned the Four Seasons Resort Maui at Wailea into a household name for luxury and intrigue. The second season shifted its focus to Sicily, with the San Domenico Palace, a Four Seasons Hotel in Taormina, serving as the central hub of drama and desire. The series masterfully wove the stunning coastal views, the ancient charm of towns like Noto, and the vibrant energy of Palermo into its storyline, creating a powerful advertisement for Sicilian travel. And unsurprisingly, the same thing happened when season three aired, and the Four Seasons Resort Koh Samui garnered lots of interest.

Similarly, the epic scale of Game of Thrones famously put its filming locations on the map, from the historic streets of Dubrovnik, Croatia (King’s Landing) to the otherworldly landscapes of Iceland. The show’s immense popularity created a cottage industry of themed tours, allowing fans to walk the same paths as their favorite characters. The LMGI previously recognized the show’s impact, with its afterparty for the 4th annual awards featuring a Game of Thrones-themed area, acknowledging its cultural and geographical influence. These series demonstrate that when a location is integral to the story, it becomes a character that viewers want to meet in person.

When Film Locations Become Destinations

While television builds a slow burn of desire, a powerful film can create an instant sensation. Martin McDonagh’s The Banshees of Inisherin is a prime example. The fictional island of Inisherin was brought to life on the very real and ruggedly beautiful islands of Inishmore and Achill Island off the west coast of Ireland. The film’s stark, melancholic beauty, captured in the dramatic cliffs of Dún Aonghasa and the windswept shores of Keem Bay, became a central element of its critical acclaim.

The visual storytelling was so powerful that the landscape itself became a star. Tourists flocked to the islands, eager to have a pint in a local pub, walk the lonely roads, and experience the profound sense of isolation and beauty that defined the film. The locations weren’t just pretty; they were essential to the film’s tone and themes of loneliness and fractured friendship, creating a deep emotional resonance that fueled a desire for pilgrimage. This viral interest underscores a key principle: audiences are increasingly drawn to locations that offer not just beauty, but also a sense of authentic atmosphere and emotional depth.

Predicting 2025: From Sun-Drenched Luxury to Extreme Authenticity

Looking ahead, the upcoming 12th Annual LMGI Awards and recent industry trends suggest a shift in what defines a scene-stealing location. While picturesque destinations will always have their place, there is a growing appetite for settings that are more extreme, authentic, and narratively complex.

The feature on “The Challenges of Working In Cold Weather Conditions” on the LMGI website, coupled with the success of True Detective: Night Country, points to a significant trend. The series, set in the fictional and perpetually dark town of Ennis, Alaska, was primarily filmed in the stark, icy landscapes of Iceland. The harsh, frozen environment was not merely a setting but the very soul of the show, its oppressive darkness and chilling beauty mirroring the story’s grim mysteries. The fact that Film in Iceland won an LMGI award for its work on the series highlights the industry’s recognition of these challenging yet visually rewarding locations. This suggests that in 2025, we can expect to see more productions that embrace extreme weather and remote, unforgiving terrains as a way to build atmosphere and heighten drama.

Another key trend is the deep dive into vibrant, complex urban environments. Tokyo Vice, which was cancelled after two seasons, showcased the dedication required to capture the authentic spirit of a metropolis like Tokyo. The production was filmed extensively on location, from the neon-drenched alleys of Kabukicho to the exclusive nightlife district of Akasaka, a feat that required unprecedented local cooperation. By immersing viewers in the city’s pulsating energy and hidden underworlds, the series made Tokyo itself a main character. This focus on hyper-realistic urban storytelling predicts a continued fascination with locations that offer a dense tapestry of culture, modernity, and tradition.

Furthermore, the LMGI’s promotion of “FamTours” to destinations like Mallorca and the US Virgin Islands indicates that classic, stunning locations that offer production value and versatility remain highly sought after. The nomination of a commercial, Toyota’s “Present from the Past,” also shows an appreciation for unique, visually arresting locations that can tell a powerful story in a short amount of time.

The journey from set to screen is transforming our world map, turning fictional landscapes into real-world destinations. The viral success of past LMGI-recognized locations has shown that audiences are eager to follow their favorite stories to the ends of the earth. As we look toward 2025, the trend is moving beyond the aspirational luxury of a Sicilian resort.

The future of award-winning locations lies in their ability to provide authentic, atmospheric, and sometimes extreme experiences. From the frozen tundra of Iceland to the electric streets of Tokyo, the locations that will capture our imaginations are those that are inseparable from the narrative—places that are as complex, challenging, and unforgettable as the characters themselves.

The next wave of film-induced tourism may require a heavier coat, a more adventurous spirit, and a desire to see the world not just for its beauty, but for its stories.