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Virgin River Tourism Boom: How the Show Turned Filming Locations Into Travel Hotspots
The quiet charm of Virgin River doesn’t only captivate Netflix audiences—it’s now inspiring a growing wave of tourism across British Columbia, the Canadian province where the series is filmed. What was once a collection of peaceful small towns and scenic landscapes is quickly transforming into must-visit destinations for fans eager to immerse themselves in the romance, drama, and beauty of the show’s world.
Fans Flocking to Filming Spots
From the cozy riverside cabin that serves as Mel’s home to the welcoming wooden exterior of Jack’s Bar, many of the series’ most iconic locations are real places that fans can actually walk into, photograph, and enjoy. These aren’t elaborate Hollywood soundstages but real businesses, community landmarks, and natural backdrops. For loyal viewers, the experience of standing on the same ground as their favorite characters brings an entirely new dimension to their love for the series.
Local tourism boards have noticed the shift. Communities like Squamish, Port Coquitlam, and Snug Cove on Bowen Island, all of which serve as stand-ins for Virgin River’s fictional town, have seen a surge of visitors from across North America and beyond. Some travelers come for a day trip, while others build entire vacations around tracing the show’s most beloved sites. The desire to “step into the show” has even led tour companies to develop guided experiences, highlighting not only filming spots but also the surrounding history and culture.
Economic Impact
While the Netflix series has certainly elevated British Columbia’s profile, the true beneficiaries of this tourism boom are the small businesses situated near the filming locations. Family-owned cafés, rustic lodges, boutique shops, and restaurants have all reported noticeable increases in customer traffic. For some establishments, the connection to Virgin River has become a central part of their identity—signs proudly announce “As seen in Virgin River” or “Filming location of Jack’s Bar.”
International fans, in particular, are making the journey. Visitors from Europe, Asia, and Australia often plan extended trips to Canada specifically to experience these familiar sights. For small communities, this kind of attention has translated into meaningful financial support, especially following the slower tourism years of the pandemic. One café owner even described the surge as “a lifeline,” allowing them to expand services and hire additional staff to keep up with demand.
A New Kind of Fan Experience
For many travelers, the appeal goes far beyond sightseeing. It’s not just about snapping a picture outside Mel’s cabin or having a drink where Jack might have poured one for Charmaine. Instead, it’s about living inside the show. Fans describe the feeling as surreal—walking along forested trails that look identical to those where pivotal moments unfolded, or standing in the quiet of a riverside setting that feels like stepping straight into a Netflix scene.
This immersive type of tourism represents a new era of fan engagement. Television shows have always inspired travel—think Game of Thrones tours in Croatia or Outlander visits to Scotland—but Virgin River strikes a different chord. Its allure lies in the everyday beauty of small-town life rather than sweeping fantasy landscapes. The charm is simple yet powerful: the idea that a fictional world of healing, romance, and connection exists just beyond the screen, and you can go there.
Cultural Ripple Effect
The popularity of Virgin River has not only boosted local economies but also reshaped how British Columbia is perceived internationally. What was once thought of primarily as a filming hub for Hollywood blockbusters is now being appreciated for its own cultural and natural heritage. Communities that might have been overlooked by mainstream tourism are suddenly attracting visitors who want to support local businesses, learn about regional history, and connect with the environment that makes the series so visually stunning.
There’s also a sense of pride among residents. Many locals find joy in pointing out where scenes were filmed or sharing behind-the-scenes stories about cast and crew visits. For them, Virgin River has become more than a Netflix phenomenon—it’s part of their community’s story.
Looking Ahead
With new seasons of Virgin River continuing to draw massive audiences, there’s little sign that the tourism boom will slow down. In fact, travel experts predict that these destinations will remain popular long after the show ends, much like how filming sites from Friends or Breaking Bad continue to attract devoted fans. Local leaders are now considering how to balance the influx of visitors with the need to preserve the natural beauty and small-town authenticity that first drew filmmakers to the area.
Ultimately, Virgin River has achieved something remarkable. It has blurred the line between fiction and reality, transforming quiet corners of British Columbia into internationally recognized cultural landmarks. For fans, the journey is not just about seeing where the story unfolds—it’s about carrying a piece of that world with them, long after they’ve left.
