ABSTRACT
The emphasis in this chapter lies on the localization of popular media narratives through specialized tours. The tours do not generally originate from the tourist offices, but from the tourists themselves. First, a group of enthusiastic fans approach the tourist office with a request for further information about the city where their beloved TV series takes place. The Baantjer Tour is difficult to reconcile with the municipal strategy of place branding. In the tourists' experience, the characters, plots and landscapes are inextricably connected to one another. The example of the Wallander cake also demonstrates the distinctively material character of the tourists' performances on the locations that were studied. Tourists attempt to call up their world of imagination, by eating certain cakes at the location, by sitting on certain chairs, or by drinking certain drinks: coffee for Wallander, beer for Inspector Morse, and cognac for Baantjer.
