Young Britons drive UK screen ‘set-jetting’ tourism boom

More than half of 18 to 34-year-olds have visited somewhere after seeing it on screen, as hit shows and films inspire a new generation of British travellers

New research found that 40 per cent of UK holidaymakers have travelled somewhere after seeing it featured on screen, rising to 58 per cent among younger adults.

More than one-in-five UK holidaymakers said they had planned a trip around visiting filming locations.

Among 18 to 34-year-olds, that rose to 38 per cent, while 40 per cent of 18 to 24-year-olds said they had built filming locations into a wider holiday.

Nearly two in five holidaymakers said they would spend extra money to visit a destination featured in a favourite film or television show.

Enterprise said one in eight 18 to 34-year-olds said Ted Lasso would inspire them to visit its London filming locations, with Richmond expected to attract fans of the Apple TV+ series.

The figures suggest television, cinema and social media are increasingly shaping where people go, how they plan trips and how much they are prepared to spend.

Ryan Johnson, senior vice president of Enterprise UK and Ireland, which carried out the research, said: “Film and television are increasingly influencing how people choose where to travel, particularly when it comes to discovering destinations across the UK.

“Our research shows that screen-inspired travel is no longer limited to visiting a famous landmark. For many people, it has become part of how they plan holidays, short breaks and journeys closer to home.

“We’re also seeing this reflected in how customers travel. People often choose the flexibility of vehicle rental to explore destinations across the UK, particularly when visiting locations that are harder to reach by public transport or when combining multiple destinations into one trip.”

The trend, called “set-jetting”, has already turned British locations associated with shows such as Bridgerton, The Traitors, Rivals and Clarkson’s Farm into domestic tourism draws.

Enterprise said the average UK holidaymaker would travel more than two and a half hours to visit a filming location.

The company’s research also identified the UK screen locations seen as most iconic by holidaymakers.

London landmarks featured in the James Bond franchise and Alnwick Castle, made famous by the Harry Potter films, jointly topped the list on 19 per cent.

They were followed by Highclere Castle, associated with Downton Abbey, on 18 per cent, Cornwall’s coastline from Poldark on 16 per cent and the Scottish Highlands from The Traitors on 15 per cent.

Oxford locations from Inspector Morse, the Yorkshire Moors from Wuthering Heights and Notting Hill each scored 12 per cent.

Bath landmarks from Bridgerton were named by 11 per cent, followed by the Peak District, associated with Pride and Prejudice, on 10 per cent.

READ MORE: New York named world’s most attractive city for tourists. Paris takes second place and London sixth as global study measures which destinations travellers notice, enjoy and recommend.

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_{Main image: From Hogwarts to Poldark, some of Britain’s best-known film and television locations are helping fuel a boom in “set-jetting” tourism among young travellers. Pictures: TNP, Banx Photography and Carsten Ruthemann/Pexels}