UK screen tourism boosted by new Memorandum of Understanding
The British Film Commission and VisitBritain have signed a Memorandum of Understanding (MoU) to boost screen tourism across the UK.
With screen tourism playing an increasingly important role in the economic knock-on effect from the film and TV production industry, the trend is set to be boosted through the nations and regions by the MoU.
Sometimes known as ‘set-jetting’, travel plans inspired by film and TV shows are on the rise. Inbound tourists spent an estimated £892.6 million in film-related screen tourism in the UK in 2019 alone according to the British Film Institute (BFI), making screen tourism an increasingly valuable part of the UK’s global tourism offer.*
Film tourism often shines a spotlight on regional locations. For example, Castle Howard in North Yorkshire (pictured) reported that the number of visitors aged 18-24 to its website increased by more than 3400% after Bridgerton was released.
According to the West Midlands Growth Company, Birmingham’s visitor numbers increased by 26% between 2013, when the first Peaky Blinders season aired on the BBC, and 2018.
VisitScotland’s research shows that up to 18% of inbound visitors from its top international markets visit a film or TV location during their trips to Scotland.
Chief executive of the British Film Commission, Adrian Wootton, said: “Much as the UK’s history, dynamism and unique cultural mix have inspired spellbinding films and TV shows, so too have these productions led visitors from all over the world to spend time in the UK.
“The UK’s film and TV industry has consistently attracted the world’s largest productions with our diverse range of filming locations and talented crew base. From Bridgerton and All Creatures Great and Small to Harry Potter and Rye Lane, the UK is home to countless, iconic film and TV franchises and screen tourism provides a unqiue and exciting opportunity to showcase welcoming destinations throughout the UK’s nations and regions.
“I look forward to working closely with VisitBritain to spotlight the exceptional range of our film and TV industry, boosting local economies throughout the UK in the process.’’
Image of MoU being signed at Focus by VisitBritain CEO Patricia Yates and BFC CEO Adrian Wootton.
Castle Howard image via laszlo-photo and Creative Commons.
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