The fans – a new, strong force in tourism

- We have noticed that when the interest in traditional pop culture destinations fades, it is replaced by events organized by the fans. This is a new trend where fans create events they find interesting and cannot find on the market, says Christine Lundberg, one of the researchers at ETOUR.

The fans compare their motivation to take initiatives as producers to the way the events fill the needs of the fans: meeting in person to share an interest and the love for a phenomenon, having fun together, belonging to a community and expressing their fanship.  

- What speaks in favour of an increase of this form of fan tourism is that the information technology of today makes it possible to be involved to a higher extent, which leads to an increased need to also meet in person, says Christine Lundberg.

Researchers feel that ”fancons” is an interesting phenomenon on a market mainly dominated by larger, professional event companies. Some of these ”fancons” are local events for a local market, like music competitions, reading events and film nights. However, there are also larger events for an international audience. One of them will take place on June, 27-30 in Chicago, USA - TwiFicMeetUp.

- It is an event organized by and for Twilight Saga fan fiction readers and authors. One of our partner companies, Plotagon AB, is on site in Chicago to develop their product together with the fans, says Christine Lundberg.

Christopher Kingdon, CEO of Plotagon, who is currently developing a social film tool for 3D filming, claims that the product development of the future is best developed in cooperation with the prospect consumers.

- The customers have shown great interest in co-producing products. This is why we sponsor the event and show our product to the fans for the second year in a row, says Christopher Kingdon.