Set-jetting in Great Britain is becoming an important way to encourage international visitors to explore destinations beyond London, as tourism authorities use the popularity of films and television series to bring attention to lesser-visited parts of the country.
For many international visitors, a trip to Britain begins and ends in London. The capital remains one of Europe’s major tourist destinations, but England, Scotland and Wales have much more to offer travellers willing to venture further. From the historic castles of Northumberland to the landscapes of the Scottish Highlands, many destinations outside the capital have appeared on screen without receiving the same attention from international tourists.
VisitBritain, the country’s national tourism agency, wants to change that. Through its “Starring GREAT Britain” campaign, launched in January 2025, the organisation is using the international popularity of film and television to introduce visitors to places they might otherwise overlook.
The campaign focuses on real locations used in film and television productions, allowing fans to visit landscapes, historic buildings and towns they have previously seen on screen. VisitBritain has created an online map of filming locations, alongside suggested itineraries organised by region. The Scottish Highlands, for example, feature in suggested journeys connected to productions such as Outlander, The Diplomat and Downton Abbey.
The list of locations is expected to grow as more productions filmed in Britain reach international audiences. Recent releases, including Wuthering Heights, have created further opportunities to draw attention to British filming locations, while the upcoming Harry Potter television series could introduce another generation of viewers to places across the country.
Speaking to media Travel at World Travel Market in London, VisitBritain chief executive Patricia Yates explained that encouraging visitors to travel beyond the capital is an important part of the organisation’s work.
She identified two main ways to achieve this. The first is making regional travel accessible. Britain is relatively compact, and visitors can reach cities such as Manchester and Liverpool within a few hours of London. Travellers can also fly directly into Manchester before continuing north towards Newcastle and Scotland.
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The second is giving international visitors a compelling reason to make the journey. According to Yates, film and television provide a particularly effective way to tell the stories of different regions and show potential visitors what they can experience there.
She also pointed to growing involvement from the tourism industry, with businesses developing bookable experiences and travel products aimed at international visitors. This is important because recognising a filming location is only the beginning. Visitors also need accommodation, transport, guided experiences and other services to turn their interest into an actual trip.
The approach forms part of a wider travel trend known as set-jetting. The term describes travelling to destinations because of their appearance in films and television programmes. Productions such as Game of Thrones, The White Lotus and Dune have demonstrated how screen exposure can influence travel decisions and bring international attention to filming locations.
For destinations, the attraction is not simply the possibility of attracting more visitors. It is also an opportunity to spread tourism spending across a wider geographical area, particularly in places that do not traditionally receive large numbers of international tourists.
Tourism distribution has become an increasingly important issue across Europe. Popular destinations in countries such as Spain have experienced tensions between residents and visitors, with protests raising concerns about overcrowding, housing pressures and the effects of tourism on everyday life.
Britain’s approach is to encourage visitors to explore more widely while considering the capacity of individual destinations. VisitBritain says it does not want to promote places that lack the infrastructure to accommodate additional visitors or communities that are already experiencing pressure from tourism.
Yates said the organisation considers whether destinations have the facilities and capacity to receive visitors and whether they actually want additional tourism, including at particular times of the year.
This means that spreading visitors across the country is not simply about directing people away from London. It also requires identifying destinations that can benefit from tourism without placing unnecessary pressure on local communities.
VisitBritain is also interested in attracting visitors who spend more time exploring the places they visit. Yates described desirable visitors as people who want to understand a destination, spend longer there and develop a personal connection with it.
That approach reflects a growing interest in slower and more considered travel. Rather than moving quickly between famous attractions, some international visitors are looking for opportunities to spend more time in a particular region, learn about its history and experience local life.
For travellers planning a trip to Britain, the north east of England is one region Yates believes deserves more attention.
The area has a strong historical identity and several attractions that could appeal to visitors interested in British history and popular culture. One recent addition is Kynren, a historical live-action show park that opened in July 2026. The production involves approximately 1,200 local performers who bring different periods of English history to life.
Another attraction is Alnwick Castle in Northumberland, which has a direct connection to the Harry Potter films. The castle was used as a filming location for scenes in which Harry and his fellow students learn to fly broomsticks. Its appearance in the films has made it a recognisable destination among fans of the franchise.
These attractions offer different reasons to visit the region, combining historical storytelling with the international appeal of popular films.
For VisitBritain, the wider ambition is to make the country more than a collection of familiar tourist stops. Film and television give international audiences a reason to become interested in places they may never have considered visiting. The challenge is turning that interest into trips that support local businesses, create opportunities for regional tourism operators and bring visitors to communities that have the capacity to welcome them.
The success of that strategy will depend not only on how many people recognise Britain’s filming locations, but also on whether those visitors choose to stay longer and explore the regions beyond the capital.
