Tourists these days have become more advanced and are very selective about the choice of holidays in terms of destinations and activities. At the same time the tourism industry has reached at the stage of maturity and has become very competitive itself with many new emerging destinations trying to attract tourists to their destinations. Destinations must also establish a competitive advantage to out-compete other destinations. In the words of Jack Trout, the originator of the positioning concept: “Competition is not a battle of products or services, it is a battle of perceptions in the costumer's mind”.(Cited in Mulec, 2010) It is no longer those days where Destinations Marketing Organizations (DMO’s ) would promote their destinations and wait for people to come and visit their destinations. Today, According to Ander the marketing has to be done very effectively in order to maintain the share as well as attract new market. Having said that, the film seems to be the effective way to promote a destination as Benjamin (in Jennings, Doherty and Levin [eds.], 2008: 38) mentions the film as therapeutic power: “If one considers the dangerous tensions which technology and its consequences have engendered in the masses at large – tendencies which at critical stages take on a psychotic character- one also has to recognize at this same technologization (Technisierung) has created the possibility of the psyhic immunization against such a mass psychoses. It does so by means of certain films in which the force development of sadistic fantasies or masochistic delusions can prevent their natural and dangerous maturation in the masses.” Hudson & Ritchie (2006a) defines film induced tourism as a tourist’s visit to the destination featured on television, video, or cinema. Films can induce viewers to travel by the physical properties(Scenery and landscape) and their associated theme, story lines events and actors, shaping the audience’ feelings, emotion and attitudes towards places. Location and film experiences are enhanced in memories by associating them with the actors, events and setting. (Iwashita, 2006; Riley & Van Doren, 1992) According to Claudia & Puiu (2011) the film induced tourism can have an economic benefit to the local community with an constant tourism revenue. 1.1 Destination image: Destination’s image is a repertoire of brand associations held I the mind of the consumer. Destination image is formed of several source of information such as reference groups, group’s membership, media etc. Destination image is composed of various attributes that can be divided in controllable attributes (destination product, price, place and promotion) and uncontrollable ones (personal characteristics) (Sirgy and Su, 2000, cited in Bonn et al, 2005). Destination image is influenced by the environmental attributes – atmospheric attributes (landscapes, historical attractions, infrastructure, accommodation and facilities) and service attributes. Tourism managers can use these attributes to manipulate potential tourists’ destination image formation. But it is also important to understand the images potential tourists have already had about the destination. This can help in developing of positional strategies to alter these images. Destination image is formed by gathering information about a destination from various sources over time (Leisen, 2001). Many researches assume that there is a difference between destination image that have past tourists to a destination and those who have not visited the destination yet. If the past tourists form the destination image from their personal experience, potential tourists use information that provide travel agencies, advertisements, Internet, television, mass media and word of mouth, as well as history of the country, learned from books and educational centres (Gunn, 1972, cited in Leisen, 2001). Such images, so called incomplete images, can differ from the images that past tourists to a destination have (Leisen, 2001). Images based on past experienced are considered more complex and differentiated (Chon, 1991; Fakeye and Crompton, 1991; cited in Leisen, 2001). It is necessary to identify important destination attributes that contribute to image perception from past visitors (Bonn et al, 2005). Destination image can be determined by a variety of factors. Thus, Milman and Pizam (1995, cited in Ibrahim and Gill, 2005) suggest that familiarity with a destination could influence the perception and image that tourists have of a destination. Many other researchers (Chon and Olsen, 1991;; Fakeye and Crompton, 1991; Ross, 1993, cited in Ibrahim Etchner and Ritchie, 2003 and Gill, 2005) consider that experience at the destination can influence and modify the initial image of destination. Thus, there is a correlation between the destination image and customers satisfaction after experiencing tourism products and services (Ibrahim and Gill, 2005). Moreover, image destination has direct impact on travel behaviour and plays a crucial role in the destination selection process (Bonn et al, 2005), because tourists usually choose the destination with the most favourable image (Gartner, 1989, cited in Leisen, 2001). That’s why it is very important to understand image formation and destination selection process. According to Tasci and Kozak (2006), destination image can even contribute to forming destination brand. Thus, a strong brand position of a destination is dependent on the positive destination image. A brand name of a destination that is often confused with the destination image could be a significant factor in the destination selection process as well as loyalty to a destination. In other words, destination image as well as destination brand can influence on customer loyalty to a destination (Tasci and Kozak, 2006). Traditional approach to destination positioning is based on image formation by promoting the most attractive attributes of a destination. More recent approaches suggest considering tourist’s attitudes towards the tourism products, their expectations about it, their needs, and preferences. Ibrahim and Gill (2005) conclude that destination-positioning strategy should be based on the customers’ image of the tourism product (Etchner and Ritchie, 1993, cited in Ibrahim and Gill, 2005), the satisfaction of the product attributes, and the tourist needs and preferences in a tourist destination (Cho, 1998, cited in Ibrahim and Gill, 2005). And only after that, unique attributes of a destination should be identified in order to find a competitive advantage that will differentiate it from other competitors (Ibrahim and Gill, 2005). Positioning a destination’s image in the minds of target group of customers is a core activity of destination marketing organisations (Day et al, 2001). According to Day et al (2001) it is a long process that implies multiple steps: identifying the images that are of value to a target group, correlating specific images with diverse demographic variables within the target group, positioning the benefits of the destination to support an existing image or create a new one, and communicating those benefits through images to the target group. These communicated images should be valid, believable, simple, have appeal, and distinctive in order to be effective (Day et al, 2001). 1.2 Destination image by film: According to Sellergen (2010) mentions that, “When a film creates associations and representations of the city they can easily become part of the brand image of the city.” 1.3 London as destination image: 1.4 Film as a promotional tool: The UK film industry contributed more than £4.6bn towards the UK GDP (Gross Domestic Product) in 2011. (BBC, 2012)