The Impact of Netflix on Audiovisual Tourism: The Eternaut and One Hundred Years of Solitude

Bizberge A.; Marino S.; Castro D. · Revista Latina de Comunicacion Social (2026) · DOI: 10.4185/rlcs-2026-2668

Resumen

Introduction: This study examines the impact of the Netflix series The Eternaut and One Hundred Years of Solitude on audiovisual tourism in Argentina and Colombia, focusing on three aspects: job creation linked to tourism; the economic contribution of the productions to the audiovisual sector; and the development of strategies aimed at promoting cultural tourism. Additionally, the role Netflix assigns to tourism in its corporate communications was analyzed. Methodology: The perspective of the political economy of communications and press analysis is used to understand business practices and discourses. Results: The productions have a significant impact on the audiovisual sector due to their economic contribution and the generation of tourism-related employment. Furthermore, strategies for promoting audiovisual tourism were developed in both countries. Discursively, the company emphasizes the economic and territorial impact, which includes local employment and tourism. Discussion: The public sector's contribution was central to the productions and was reflected in the development of tourism strategies with varying scope. Netflix's emphasis in its press releases is reinforced by its strategy of alliances with international organizations that have influence on economic, tourism, and cultural issues. Conclusions: This study highlights the opportunities presented by Netflix's role as a catalyst for the audiovisual and tourism sectors. It also demonstrates the crucial importance of public funding for the production and development of audiovisual tourism. Therefore, it proposes the need for a mixed model where public and private sectors coexist.

Instituciones: Pontificia Universidad Católica del Perú