Screen Tourism
Introduction
Screen tourism is the business of attracting visitors to a destination, based on showcasing locations and experiences featured in film and TV shows. In response to the emerging global trend, VisitBritain has conducted research demonstrating the potential for British TV and Film locations to motivate and inspire travel to the UK.
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The influence of film and TV locations on visits to the UK (2023)
In 2023, VisitBritain sponsored a set of questions on the Nation Brands Index which explores the role of film and TV in previous and future UK trip planning and its influence on visits to regions outside of London.
VisitBritain research demonstrates that there is a significant opportunity to leverage when it comes to screen tourism. While on a leisure trip in the UK, 7 in 10 UK visitors have been to a film or TV location and amongst those that would consider coming to Britain in the future, 9 in 10 would be interested in doing so.
Report highlights
- Screen tourism is an influential trend amongst both visitors to the UK and those considering a trip to the UK.
- London demonstrates the largest potential for screen tourism, drawing the most interest amongst UK visitors and considerers. Film and TV, however, still plays a key role in motivating travel outside of London too.
- Film and TV can play a significant role in driving decisions of potential visitors to come to the UK in the future.
- Screen tourism is popular amongst all demographics but has more impact amongst younger travellers.
Influence of Film & TV on travel to UK_2024.pdf
Access the full findings which cover screen tourism related insights in the UK
