VisitBritain is rolling out the magic carpet for nine international influencers as it celebrates the release of several high-profile supernatural series and fantasy films to drive growth across the nations and regions.
From 29 September to 5 October, Britain’s national tourism agency is hosting global content creators on a magical tour of Manchester, North Wales, Northumberland and Durham. The visit ties in with the new cinematic and small screen productions of HBO’s Harry Potter, House of the Dragon, Practical Magic 2 and Narnia: The Magician’s Nephew.
Influencers from Australia, Brazil, Canada, France, GCC, Germany, Italy and USA are donning their broomsticks, experiencing legendary landscapes and creating magical memories to raise awareness of Britain’s screen tourism offer.
Guests will travel to iconic Harry Potter film backdrops in the North East including Alnwick Castle and Durham Cathedral. They will pay tribute to Practical Magic 2 with a Blooms & Bicycles tour through Manchester and tarot reading at the city’s Afflecks shopping emporium. They will have a House of the Dragon-inspired journey on the Snowdon Mountain Railway, plus a nod to Narnia: The Magician’s Nephew with lunch at Bodysgallen Hall, overlooking Conwy Castle. The Magical Britain itinerary concludes with a ghost tour at Chillingham Castle, known for its mystery, folklore and intrigue.
The visit will provide opportunities for influencers to create engaging Instagram and TikTok content to complement VisitBritain’s multi-award-winning, international screen tourism campaign ‘Starring GREAT Britain’, which capitalises on the phenomenon of ‘set jetting’ to drive inbound tourism and economic growth across Britain.
Patricia Yates, CEO of VisitBritain, said:
“Our ‘Starring GREAT Britain’ campaign gives destinations across our nations and regions their time to shine in the spotlight, and international tourists the opportunity to explore the iconic British filming backdrops seen in cinemas and at home.
“From castles and cathedrals to tours and tastings, we have created a spellbinding schedule across Northern England and Wales for our invited international influencers to experience the landscapes behind the legends.
“Their activity across social media will encourage visitors from some of our key global markets to come and enjoy these unique ‘set jetting’ moments for themselves, with their spending supporting tourism businesses and destinations across Britain.”
VisitBritain launched ‘Starring GREAT Britain’ in January 2025, using the brilliant storytelling seen in cinemas and on global platforms to inspire international visitors to come to Britain now, stay longer and explore more. VisitBritain research shows that more than 9 out of 10 potential visitors to the UK would be keen to visit filming locations and places seen-on-screen during their trip.
For more information on Magical Britain, including a five-day itinerary, travel details and destination profiles, visit here.
ENDS
Notes to editors:
For more information, please contact Tom Marlow, International Press and Public Affairs Manager on 07583 133886 or [email protected]
Research
According to MIDAS: A Global Report (December 2022), recommendations on social media by travel bloggers and influencers are the fourth most popular source of inspiration when it comes to deciding where to go on holiday. Nearly one in three (31%) people use the advice and recommendations from content creators when considering a break or holiday.
Additional quotes:
Andrew Fox, chair of Visit Northumberland, said:
“We are proud to be part of this exciting VisitBritain influencer visit, showcasing Northumberland’s extraordinary landscapes and attractions. With globally anticipated productions bringing Britain’s myths and legends to the screen in 2026, this is a fantastic opportunity to inspire international audiences to experience these places for themselves.
“Broomstick training at Alnwick Castle, The Alnwick Garden’s Poison Garden, a haunted dinner at Chillingham Castle, a Twilight Tour of Ad Gefrin and an overnight stay at The Tempus are all included in the itinerary to reflect the trip’s themes of myths and storytelling. Working alongside VisitBritain, this promotion will capture the imagination of international visitors and encourage them to discover Northumberland.”
Michelle Gorman, managing director, Visit County Durham, said:
“International influencer visits are an important part of raising the profile of County Durham and North East England on the global stage and putting our destination in front of audiences who may not yet have considered visiting. By showcasing our distinctive places, experiences and stories through trusted international voices, we can inspire future travel and support growth in visitor numbers, overnight stays and visitor spend. Working in partnership with VisitBritain provides a valuable platform to build international awareness and strengthen our position as a destination with global appeal.”