Municipality of Ystad, the 'Wallander Effect'
Topic of the practice
Screen tourism: public-private partnership between a municipality and production companies and examples of new product development
Good Practice Information
Ystad has become a symbol of the detective Kurt Wallander and each year, tourists travel to their favourite character's locations from the crime series. Based on the novels by Henning Mankell, Wallander was shot on location in Ystad for Swedish TV and later British TV. Soon tourists followed in the footsteps of Wallander, visiting 'his home town' and causing the 'Wallander Effect'. During the last
10 years, the Municipality of Ystad has reinvented & transformed the town for tourism. They have created a Film Museum, Wallander tours & maps, and merchandising based on the crime scene locations. Collaboration with the tourism industry features Wallander hotel packages. Screen tourists who were previously seen as a microsector are now considered the engine of economic development in the region.
Evidence of success
The Wallander effect in Ystad is a great example of the positive impact of TV productions on tourism. Visitor figures (day visitors & overnight stays) increased after the release of Wallander and the turnover for tourism increased by over 50%. In 2012, research of Swedish and English press clippings showed that Ystad is associated with film. These articles generated a PR valule worth approx. €11m
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