Tourism Transformed: How Netflix’s „Wednesday” Enhanced Destination Marketing in Busteni, Romania

The recent success of the Netflix series ‘Wednesday’ has placed Cantacuzino Castle in Bușteni, Romania, at the center of film-induced tourism. This study examines how the phenomenon of set-jetting, contributed to a rise in both domestic and international tourism in Bușteni, Romania. Drawing on data from 2021 to 2023, including tourist numbers, revenues, accommodation statistics, and the media response, this paper analyzes how Bușteni capitalized on its association with Wednesday to boost destination marketing efforts. This case study of Bușteni underscores the growing potential of entertainment media in reshaping tourism dynamics and offers insights for destination marketers looking to harness the power of film-induced tourism to drive growth. The findings underscore the potential of entertainment media to transform destination marketing strategies and provide valuable insights for practitioners in the field of both marketing and tourism development.