When Virgin River first arrived on Netflix in December 2019, it appeared to be a simple, comforting romantic drama. The formula seemed familiar: a nurse practitioner searching for a fresh start,

a brooding ex-Marine with scars of his own, and a picturesque small town brimming with secrets, heartbreaks, and hope. Yet in the years since its debut, the series has become something much bigger than

a love story. With six seasons under its belt and more on the horizon, Virgin River has ignited not only passionate fan devotion but also a remarkable tourism wave across British Columbia, where its fictional world comes vividly to life.

Today, quiet towns and scenic backroads once unknown to international travelers are bustling with visitors eager to step into the world of Mel, Jack, Doc, and Hope. The “Virgin River effect” has transformed this Canadian province into a global travel destination, offering fans a chance to live inside the drama they’ve fallen in love with.

From Screen to Reality

Though the story unfolds in a fictional Northern California town, Virgin River’s heart beats in British Columbia. The show’s creators chose the province for its sweeping landscapes, rustic architecture, and small-town charm that perfectly embody the warmth and mystery of the series.

Mel Monroe’s cozy riverside cabin, a place of both solace and sorrow, is filmed near the Fraser Valley. Doc Mullins’ rustic clinic, where countless moments of humor and heartbreak occur, is tucked into the streets of New Westminster. And Jack’s Bar—the beloved gathering place where friendships are forged and rivalries spark—is none other than The Watershed Grill in Brackendale.

For fans, visiting these sites is like crossing the threshold into a parallel world. “It feels surreal,” shared Sophie Müller, a devoted viewer from Germany. “You walk into Jack’s Bar and half expect Jack or Mel to appear. It’s more than sightseeing—it’s like walking into a memory you’ve carried in your heart.”

A Windfall for Local Communities

The cultural footprint of Virgin River has extended far beyond television screens. It has become an economic lifeline for communities scattered across British Columbia. Tourism boards report unprecedented surges in international visitors from Europe, Asia, and the United States, many of whom design their vacations entirely around the show’s filming locations.

Local businesses are thriving under this influx. Small cafés see lines of fans ordering coffee and lingering in hopes of catching a glimpse of filming. Boutique lodges report fully booked weekends thanks to travelers on “Virgin River pilgrimages.” Shops selling locally made crafts and souvenirs have capitalized on the craze, with visitors eager to bring home a tangible piece of the world they love.

“The exposure has been huge,” said Sarah Chan, owner of a family-run café near Squamish. “People walk in saying, ‘We saw this place on Virgin River!’ They don’t just grab a quick latte. They stay, they explore, they shop. It’s a ripple effect that benefits everyone.”

Even larger tourism operators have caught on. Guided tours now take fans through the province’s filming hotspots, offering behind-the-scenes trivia and exclusive access to recognizable backdrops. Some hotels have begun offering Virgin River-themed packages, complete with rustic décor and complimentary wine tastings—an homage to Jack Sheridan himself.

A Fan Experience Like No Other

What makes the Virgin River tourism boom unique is the intimacy it inspires. Unlike blockbuster franchises with sprawling CGI sets, this show thrives on grounded realism. Fans don’t just snap photos in front of famous landmarks; they immerse themselves, reliving scenes and recreating tender moments.

Couples stroll hand-in-hand along riverside trails that echo Mel and Jack’s walks. Families pose outside Doc’s clinic, imagining the small-town doctor bustling inside. And at The Watershed Grill, visitors toast with friends, convinced they can hear the echoes of laughter from the show’s characters.

Some fans take it even further, weaving the series into the milestones of their own lives. Engagements and even small weddings have taken place at filming locations, with couples declaring their love in the same spaces where Mel and Jack’s romance has blossomed. For many, Virgin River isn’t just entertainment—it’s a feeling of home, belonging, and warmth that they want to anchor to real-life memories.

The Cultural Pull of Cozy Escapism

Why has Virgin River resonated so deeply? In part, it’s the timing. The series premiered during a period when audiences were yearning for comfort, stability, and stories of resilience. In a world often dominated by chaos and spectacle, Virgin River offered something different: a sanctuary.

Its storylines explore grief, healing, second chances, and love in all its complicated forms. Characters wrestle with addiction, illness, family estrangement, and redemption, but always against the backdrop of a community that shows up for one another. That cozy blend of drama and hope makes viewers want to experience it for themselves—and British Columbia has become the gateway.

Looking Ahead: The Tourism Boom Continues

As Netflix renews the show for future seasons, British Columbia’s tourism surge shows no sign of slowing. Each new storyline and location introduced onscreen sparks curiosity and inspires fans to expand their travel itineraries.

Tourism officials are preparing for continued growth, with plans to collaborate even more closely with Netflix and local businesses. The goal? To create sustainable tourism opportunities that honor the region’s natural beauty while welcoming the influx of international guests.

For British Columbia, Virgin River has become more than a filming project—it’s a global calling card, showcasing the province’s charm and landscapes to millions of potential travelers.

The Legacy of Virgin River

Few shows achieve what Virgin River has managed in just six seasons. It began as a modest drama and has blossomed into a cultural force, one that not only dominates streaming charts but also reshapes real-world travel patterns. Its legacy now lives both onscreen and off: in the hearts of fans, in the economy of British Columbia, and in the intimate moments created by visitors who step into its world.

What started as a cozy Netflix drama has grown into something far larger—a bridge between fiction and reality. For fans, escaping to Virgin River means more than watching Mel and Jack navigate love and loss. It means packing a bag, boarding a plane, and immersing themselves in the warm, sometimes stormy, but always enchanting embrace of a world they thought only existed on screen.

And in British Columbia, that world is waiting.