The UK is revolutionising global tourism by harnessing the growing trend of screen tourism, where films and TV shows inspire travel to featured locations. Featuring a rich cinematic heritage, the UK serves as the backdrop for countless blockbuster movies and beloved series, from the enchanting world of Harry Potter at Alnwick Castle to the grandeur of Highclere Castle in Downton Abbey.

Screen tourism has transformed destinations like Bath, featured in Bridgerton, and Scotland’s Doune Castle, immortalized in Outlander, into global hotspots. Iconic urban landmarks such as London’s Tower Bridge, Paddington Station, and St. Paul’s Cathedral, frequently seen in James Bond films, also draw fans eager to step into scenes from their favorite productions.

The UK’s picturesque landscapes and historic architecture, paired with VisitBritain’s strategic campaigns, ensure the country remains a magnet for cinematic enthusiasts, creating unparalleled travel experiences and fueling the tourism boom.

For more such travel industry news, travel updates, travel alert, tourism insights and exclusive articles and the latest updates on tourism, download our all new Travel and Tour World Mobile Application. Download Now.

What is Screen Tourism?

Screen tourism, or film tourism, is the phenomenon of travel driven by the popularity of movies and TV shows. Destinations featured in iconic productions become aspirational travel hotspots for fans eager to immerse themselves in cinematic magic.

VisitBritain’s Campaign Strategy

VisitBritain, the UK’s national tourism agency, is harnessing the appeal of screen tourism in its 2024 campaigns. By spotlighting famous film and TV locations, the agency aims to:

Showcase the diversity of the UK’s landscapes and cityscapes.
Inspire travel through storytelling that connects viewers with real-world destinations.
Offer unique visitor experiences, such as guided tours of popular filming sites.

Partnership with the British Film Commission

In a significant move, VisitBritain recently signed a Memorandum of Understanding (MoU) with the British Film Commission. This partnership is designed to:

Amplify screen tourism across the UK’s nations and regions.
Align tourism and film industry efforts to create immersive travel experiences.
Promote lesser-known destinations featured in films and TV shows to broaden tourist reach.

Why Screen Tourism Matters

Research conducted by VisitBritain reveals that films and TV shows are powerful motivators for travel. Iconic productions like Harry Potter, Downton Abbey, and Bridgerton have driven visitors to castles, estates, and historic towns across the UK, boosting local economies and increasing international interest.

Spotlight Locations for 2024

VisitBritain’s campaigns will highlight destinations such as:

Alnwick Castle (Harry Potter series)
Bath (Bridgerton)
Highclere Castle (Downton Abbey)
Port Isaac (Doc Martin)

Title	Type	Filming Locations	Notable Spots

Harry Potter Series

Movie Series

London, Oxford, Gloucester, Scotland

Alnwick Castle, King’s Cross (Platform 9¾), Glenfinnan Viaduct

Downton Abbey

TV Series

Hampshire, Oxfordshire, Yorkshire

Highclere Castle, Bampton Village

Bridgerton

TV Series

Bath, London

Royal Crescent, Ranger’s House

Game of Thrones

TV Series

Northern Ireland, Scotland (partial)

Castle Ward, Ballintoy Harbour

The Crown

TV Series

London, Hertfordshire, Aberdeenshire

Lancaster House, Ely Cathedral, Balmoral Estate

Paddington Series

Movie Series

London, Somerset

Paddington Station, Portobello Road

Sherlock (BBC)

TV Series

London, Cardiff, Bristol

221B Baker Street (North Gower Street), St Bartholomew’s Hospital

James Bond Series

Movie Series

London, Scotland, Berkshire

MI6 Building, Glen Etive, Pinewood Studios

Pride and Prejudice (2005)

Movie

Derbyshire, Kent, Wiltshire

Chatsworth House, Groombridge Place

The Dark Knight

Movie

London, Glasgow

Senate House, St. John’s Street

Outlander

TV Series

Scotland

Doune Castle, Falkland Village

Mission: Impossible – Fallout

Movie

London, Surrey

Tate Modern, St. Paul’s Cathedral

Kingsman: The Secret Service

Movie

London, Hertfordshire

Savile Row, Wrotham Park

The Holiday

Movie

Surrey

Shere Village, Cornwell Manor

Doctor Who

TV Series

Cardiff, London, Bristol

Millennium Centre, Cardiff Bay

A Cinematic Boost for UK Travel

Screen tourism offers a unique blend of cultural storytelling and destination marketing, making it a game-changer for the UK tourism industry. By tapping into global fascination with iconic movies and TV shows, the UK is set to inspire millions of travelers in 2024, driving tourism growth and reinforcing its position as a top-tier destination.