Virgin River sparks tourism boom as Netflix fans flock to British Columbia’s breathtaking small-town filming locations.

When Virgin River first premiered on Netflix, audiences fell in love with the picturesque small-town charm, cozy romance, and breathtaking scenery that defined the series. But what many viewers didn’t immediately realize was that the fictional town of Virgin River, California, was actually brought to life in British Columbia, Canada. Over the course of the show’s success, those sweeping mountain views, rustic cabins, and inviting riverside backdrops have become more than just settings for television drama — they’ve turned into real-life tourist destinations, fueling a remarkable tourism boom.

British Columbia has long been a favorite filming spot for Hollywood productions, but Virgin River has given the region a different kind of spotlight. Fans enamored by Mel and Jack’s love story, Doc’s wisdom, and the warmth of a community that feels like home began searching for ways to experience Virgin River firsthand. Locations in Vancouver, Burnaby, Port Coquitlam, and especially Squamish and Snug Cove on Bowen Island have seen a sharp increase in visitors eager to retrace the steps of their favorite characters.

One of the biggest draws has been the Watershed Grill in Brackendale, which doubles as Jack’s Bar. The cozy restaurant has become a pilgrimage site for fans, many of whom travel from across North America just to sit where Jack might have poured a drink or Mel might have walked in with a troubled look. Bowen Island’s Snug Cove, often used for exterior town shots, has also turned into a hotspot, with local businesses reporting that tourists frequently ask where scenes were filmed.

The impact goes beyond just sightseeing. Local tourism boards have leaned into the Virgin River phenomenon, launching themed tours, travel packages, and promotional campaigns to highlight the region’s connection to the series. This influx of visitors has provided a boost to small businesses, restaurants, and lodges that benefit from fans seeking an immersive experience. The cozy aesthetic of the show — a mix of wilderness adventure and small-town simplicity — translates perfectly into the kind of getaway many people crave.

What makes this tourism boom particularly fascinating is the emotional connection. Unlike blockbuster films that might attract fans to a single iconic landmark, Virgin River offers an entire atmosphere to step into. Viewers don’t just want to see the filming locations; they want to feel like they’re part of the town. They want to hike the same trails, sip coffee in a quiet café, and maybe even imagine bumping into a Jack or Mel of their own. This yearning for connection to the Virgin River world has been one of the driving forces behind the surge.

For local communities, the show’s influence has been a mixed blessing. On one hand, increased tourism has generated revenue and international attention. On the other, small towns aren’t always prepared for sudden crowds. Some filming locations remain private or restricted, and residents occasionally feel overwhelmed by the sudden wave of visitors. Even so, most acknowledge that the attention has put their towns on the map in ways that no amount of traditional marketing could achieve.

Netflix itself has leaned into the allure of location. By emphasizing the scenic beauty in promotional materials, teasers, and behind-the-scenes features, the streaming giant has reinforced the idea that Virgin River isn’t just a show, but an experience. The series has become a kind of travel brochure for British Columbia, showcasing its natural landscapes as much as its storylines.

In the broader picture, Virgin River highlights how television can transform real-world geography. Just as Game of Thrones made Northern Ireland and Dubrovnik global tourist destinations, or how Outlander brought travelers flocking to Scotland, Virgin River is positioning British Columbia as a cozy, romantic escape. It demonstrates the cultural power of storytelling — the way fiction can inspire real-world journeys, shape economies, and redefine the way audiences perceive a place.

For fans, the allure of Virgin River’s setting goes hand-in-hand with the show’s themes of healing, love, and belonging. The physical landscapes mirror the emotional journeys of the characters: the vast mountains symbolizing obstacles, the rivers representing renewal, and the quiet towns embodying the promise of second chances. Experiencing these places in real life allows viewers to step inside the emotional core of the series.

Ultimately, the rise of Virgin River tourism is proof that audiences crave not just entertainment, but immersion. They want stories that extend beyond the screen, that allow them to blur the lines between fiction and reality. For British Columbia, this has been a golden opportunity — one that turns its natural beauty into both a backdrop for storytelling and a magnet for visitors.

As Virgin River continues to expand with new seasons, the tourism ripple effect is likely to grow stronger. Each fresh chapter adds new locations, new moments, and new reasons for fans to pack their bags and see the magic for themselves. The fictional Virgin River may not exist, but for thousands of viewers, British Columbia offers the next best thing: a living, breathing escape into the heart of a beloved story.