“The backdrops that Africa can provide for the international film community is huge and very much untapped,” says Lance Gibbons, owner and director of Film and Event Media, an online media hub for the film and business events industries.

At the Africa Tourism Leadership Forum (ATLF) in Gaborone, Botswana, Mr Gibbons, a seasoned film industry professional, spoke fervently about his dedication to expanding film tourism in Africa and the opportunity it presents.

“When I started in the film industry, I was a location scout working with high-profile clients including UK filmmakers Ridley Scott and Associates in South Africa. Through that experience, I gained valuable insight into what the global film community seeks in locations. Clearly, a certain level of infrastructure is necessary. The key point is to understand that a story has no limitations in terms of where it can be shot or what backdrop it can have. And as long as all the creative demands of a script can be adhered to and the locations suitable, any destination can become a film destination.”

Mr. Gibbons recalls that nearly 35 years ago, Cape Town was relatively unexplored as a film location at that time. The film industry in the city evolved its capacity to offer international services, leading to the successful attraction of a significant number of international projects.

“Our strategy involved marketing our location and making it known that we were open for business to the global film community. We made sure to emphasise our film-friendly policies, showcasing our eagerness to attract projects to our shores. The proximity of various locations is a clear advantage we have, as it enables us to take people’s scripts and stories and help them explore the filming opportunities in our destinations. As a result, we established a thriving local industry. The upskilling of individuals was made possible by the constant collaboration between international heads of department and local assistants.

“It was amazing back in those days, but it was a little bit like the Wild West. As the government caught up with the private sector, creating a systemised environment, more opportunities opened, making things simpler. Despite facing initial regulatory obstacles, we have successfully navigated them in the Western Cape and South Africa. Our strategies for co-producing, using rebates, and taking advantage of film-related tax incentives have been extremely effective. In addition, acknowledging the destination brings obvious rewards, as evidenced by the influx of high-end tourists attracted by the filming of big movies in Cape Town.

“A filmmaker is a high-end tourist. They fill the front of a plane. They want five-star hotels. Crew will be accommodated in three-star to five-star hotels So it’s a high-end tourist that’s coming in. They’re working away from home. They get a per diem to make themselves feel comfortable. They use all the facilities of a hotel, room service, the phone, the laundry. They’re creating a home from home when they’re working.

“Cape Town is film friendly, and the hospitality industry is world class. Hotels have film rates and market themselves as film-friendly hotels. They understand the demands of film, which are not huge, but it’s just having that understanding of when a film crew stays with you that they might be out all day, they need ice in their cooler boxes, they might need packed lunches and things like that. Some film crew bring their families along, hoping to make the most of their trip by going on a safari or exploring other attractions during the hiatus period.”

Gibbons believes that if African destinations embrace this opportunity, they can replicate Cape Town’s success. By attracting international film productions through effective marketing of their location offerings and securing government investment in infrastructure, local production services can grow, leading to the upskilling of creative talent and the development of their film industries.

“We aim to present ourselves as attractive, showcasing our film-friendly nature and the beauty of our natural heritage. There are some highly developed cities in our region. While our infrastructure may not be extensive, it is sufficient to support the needs of the film industry. The options for exploring period buildings are abundant, with bridges, roads, dams, municipal buildings, and beautifully restored heritage locations.”

Mr Gibbons, drawing upon his extensive knowledge, experience, and deep passion for the film industry, has collaborated on the development of Filmset. This groundbreaking app will revolutionise the way filmmakers discover locations for their films, while also simplifying the connection between property owners and filmmakers.

The platform is a database of film locations – both private and state-owned property – that are easily searchable, with geolocation and metadata tags. To facilitate searching for the producer or location scout, we tag every location – be it a house, lounge, kitchen, tree-lined road, beach, villa, national parks, mountain, or waterfall. With the help of geolocation, they will have no trouble finding all their destinations within a particular area. Identifying locations in close proximity to each other is cost effective from a production perspective.

Filmset is now exploring opportunities to expand the global film industry into other countries. Botswana has shown a lot of interest.

“Thanks to ATLF, we have had the opportunity to meet with the CEO of the Botswana Tourism Authority and her PR and promotions team. As a result, they have collaborated with the Botswana International Film Festival, the Film Office, and the Ministry of Arts and Culture to establish a structure for film production, both domestically and to attract international projects. They see Filmset as a chance to promote the location to international visitors using the platform.”

Another important facet to the Filmset app is its marketing reach, Mr. Gibbons explains.

“In South Africa, we have a network of producers who are using our app. Additionally, we have established media partnerships with renowned international film festivals such as Cannes, the American Film Market, the Toronto Film Festival in Canada, and the American Film Commissions International (AFCI), among others. Access to that buyer base is crucial for attracting individuals to the platform and effectively marketing destinations through it.”

In his opinion, a film serves as a strong motivator for generating excitement and intrigue about a destination. “Often when international projects come, they don’t necessarily shoot the destination for the destination. However, all the media attention about the filming locations of the movie increases awareness and curiosity among potential tourists.

Look at how successful New Zealand was with the Lord of the Rings movies. It is estimated that one out of every six visitors to New Zealand specifically visits the filming locations of Lord of the Rings as a popular tourist attraction. It has a powerful impact, and I believe it complements tourism in promoting the destination and all its related aspects. Film is a medium for storytelling, and showcasing your cultural heritage through movies is a powerful marketing tool.”

Mr. Gibbons pointed out that the ATLF missed an opportunity to promote Africa effectively as a destination in the film industry, which is concerning.

“Supporting local filmmakers is of great importance, but what are the ways to make this happen? The government cannot always bear the cost of that. Growing the film industry can be achieved by luring international productions to your locale. It helps with upskilling. It contributes to the economy and is a catalyst for developing a self-sustaining industry that generates opportunities and employment.

To attract tourists, the tourism boards should emphasise the presence of dams, roads, cultural villages, and stunning municipal buildings, says Mr. Gibbons.

“Our architecture boasts both sophistication and beauty in its buildings, and you can shoot anything here. We were at the top of the Hilton, surrounded by stunning city views, for that cocktail function the other day. If you had just glanced upward, you could have found yourself in New York, Durban, or any other location. A garden on a rooftop is a characteristic feature of a modern city. Bridgerton could have easily been filmed in Zimbabwe, specifically in Harare. The historical buildings are in perfect condition.

“These visuals not only capture the essence of each location but also amplify their appeal to tourists. The potential of Africa’s diverse offerings to the international film community remains largely untapped.”

For more information about Filmset, click here or contact Lance Gibbons at la***@fi************.za