The British Film Commission and VisitBritain have teamed up to capitalize on the booming trend of “set-jetting,” where travelers are inspired to visit destinations featured in their favorite films and TV shows. This strategic partnership aims to bring even more tourists to the UK’s diverse regions, showcasing their unique charms and contributing to economic growth.
The power of film tourism is undeniable. Expedia Group reports that over half of international travelers find their inspiration for travel in movies and TV series. This phenomenon is not just a passing fad. In 2019, tourists spent a whopping £892.6 million on film-related experiences in the UK, highlighting the significant impact of screen tourism on the nation’s economy.
A Cinematic Landscape for Global Productions
The UK’s film and television industry is a global magnet, attracting major productions with its state-of-the-art facilities, talented crews, and stunning locations. From world-renowned studios to cutting-edge visual effects technology, the UK offers a complete package that has captivated filmmakers worldwide.
The British Film Commission (BFC) plays a vital role in supporting this industry, providing crucial assistance to productions like Lord of the Rings: The Rings of Power Season 2, Lift, Black Cake, Napoleon, The Crown Season 6, The Boys in the Boat, Fast X, and Wicked, contributing billions of pounds to the UK economy.
Discovering Hidden Gems: Film Tourism Fuels Regional Growth
Film tourism doesn’t just benefit big cities; it shines a spotlight on lesser-known regional destinations, driving tourism and economic growth. For example, after Bridgerton’s release, Castle Howard in North Yorkshire experienced a staggering 3400% increase in website visitors aged 18-24. Birmingham saw a 26% surge in visitor numbers after the first season of Peaky Blinders aired, while Sex Education showcased the beauty of the Wye Valley in Wales and Derry Girls brought a record number of visitors to Londonderry’s Tower Museum.
VisitScotland’s research reveals that a significant 18% of inbound visitors from key international markets seek out film and TV locations during their trips. Iconic franchises like James Bond, Paddington, Harry Potter, Star Wars, Outlander, and The Crown have consistently chosen UK locations and studios, adding to the nation’s global appeal.
A Partnership for Success: Boosting Tourism and Investment
This new partnership between the BFC and VisitBritain aims to leverage the powerful allure of film tourism, further enhancing the UK’s position as a global travel destination. This collaboration not only strengthens the BFC’s efforts to attract international investment but also provides VisitBritain with invaluable tools to promote the UK’s diverse tourism experiences.
By highlighting the captivating locations and stories featured in popular films and TV shows, the partnership aims to inspire even more travelers to explore the UK’s hidden gems, contributing to economic growth and revitalizing local communities.
Together, the BFC and VisitBritain are poised to put Britain’s screen tourism offer front and center, ensuring that the nation’s cinematic heritage continues to captivate audiences worldwide and attract visitors seeking unforgettable experiences.
The BFC and VisitBritain will present a panel discussion at FOCUS London on December 6th, exploring the rise of “set-jetting” and the key factors that make locations so attractive to filmmakers and tourists alike. This session, “Succession Planning: The rise of Set-Jetting and the ins and outs of Screen Tourism,” will be held from 11:30am to 12:15pm, providing valuable insights into the future of this exciting trend.
