.png)
Stranger Things, Big Opportunities: How Indiana Is Turning a Netflix Hit Into Small-Town Tourism Gold
Who says a small town needs to be famous to cash in on a Hollywood hit? Indiana is proving that a little creativity, clever marketing, and some hometown oddities can go a long way!
Netflix's wildly popular Stranger Things may take place in the fictional town of Hawkins, Indiana, but here's the twist: the show was largely filmed in Georgia.
That hasn't stopped Indiana from turning the show's enormous popularity into a tourism opportunity.
Instead of letting the Hollywood spotlight pass it by, the state is encouraging visitors to discover its own collection of mysterious landmarks, quirky attractions, historic downtowns, and unusual roadside destinations.
And some of the most interesting opportunities are happening in smaller communities.
Turning the Upside Down Into Tourism Dollars
The Indiana Destination Development Corporation created an entire Stranger Things-inspired tourism experience, highlighting unusual attractions throughout the state.
According to Indiana Destination Development Corporation, the campaign featured more than 70 eerie and offbeat experiences when it was promoted in 2025.
Think abandoned amusement parks, haunted locations, mysterious tunnels, and places that look like they could have come straight from the Netflix series.
The genius? Many of these attractions already existed. Indiana simply found a new way to package and promote them.
Small Towns Are Getting Creative
Southern Indiana has taken the concept even further.
SoIN Tourism developed a free Stranger Things of SoIN digital passport that encourages visitors to explore unusual destinations throughout Clark and Floyd counties.
Visitors can check in at participating attractions, collect experiences, and earn a specially designed art print after completing 10 stops.
Some of the destinations include:
New Albany: Discover spooky local history on the New Albany Wicked Walk, explore a magic shop, or visit an unusual candy store.
Charlestown: Explore the remains of Rose Island, an abandoned amusement park destroyed by the devastating 1937 Ohio River flood.
Jeffersonville: Find unusual public art, quirky attractions, and historic landmarks.
In October 2025, Southern Indiana also celebrated the show's finale with themed activities, decorated businesses, and interactive experiences.
That's smart tourism marketing. Instead of advertising one attraction, the region created a reason to visit multiple businesses and potentially extend a day trip into an overnight getaway.
Bloomington Is Getting in on the Action, Too!
In Bloomington, the Graduate by Hilton hotel offers a Stranger Things-themed experience featuring replicas of the Byers family's living room and the Wheeler family's basement.
Complete with Christmas lights, retro furniture, and nostalgic details, the experience gives fans a chance to step into the fictional world.
Meanwhile, Visit Bloomington highlights local businesses that capture the show's atmosphere, including vintage shops, old-fashioned ice cream parlors, arcade games, and classic hamburger joints.
Once again, the strategy is simple: connect existing local businesses to something people are already excited about.
What Other Small Towns Can Learn
You don't need a Netflix series filmed in your town to borrow this strategy.
Look for opportunities to connect your community with something already capturing national attention.
Maybe it's a popular television series, a viral social media trend, an anniversary, a nostalgic decade, or an unusual local legend.
Create a themed walking trail. Develop a digital passport. Encourage restaurants to offer special menu items. Invite merchants to create themed window displays. Partner with neighboring towns to build a weekend itinerary.
And don't forget to measure the results. Track passport participation, business referrals, overnight stays, and visitor spending whenever possible.
Sometimes the Biggest Opportunity Is Already in Your Backyard
Indiana's Stranger Things campaign offers a valuable reminder: small-town tourism doesn't always require building something new or spending millions of dollars.
Sometimes, it's about recognizing what makes your community different and finding a fresh way to tell that story.
A forgotten landmark, quirky business, historic building, or unusual local tradition could become part of your community's next tourism campaign.
Indiana didn't need to be the filming location to find an opportunity. It just needed to recognize the moment and do something with it.
And that might be the most powerful small-town marketing lesson of all.
Explore the campaigns:
Comments