In 2015, Olsberg SPI produced a report quantifying Film and Television Tourism in England for Creative England and in association with VisitEngland. The report looks at the impact of screen tourism across England outside of London and shows that our filming locations are attracting domestic and overseas visitors in abundance.

Headline economic findings

  • Screen tourists brought between £100 million-£140 million to the economy in 2014
  • The most popular locations can attract up to £1.6 million every year from international tourists
  • Alnwick Castle (famously the home of Hogwarts for the first two Harry Potter films) generated £4.3 million in screen tourism spend in 2014
  • Other sites attracting significant levels of screen tourism included Bampton, with £2.7 million estimated, and West Bay (Broadchurch)

Locations surveyed

The research surveyed visitors at eight locations across the country: Alnwick Castle (famously home to Harry Potter’s Hogwarts), the village of Bampton (Downton Abbey), West Bay (Broadchurch), Castle Howard (Brideshead Revisited, Death Comes to Pemberley), Holkham (Shakespeare in Love, The Duchess), Lyme Park (Pride and Prejudice, The Awakening) Puzzlewood (Merlin, Doctor Who) and Wollaton Hall (The Dark Knight Rises).

The eight locations were carefully chosen to represent a cross-section of sites, spanning different areas of England, different types of location and different types of screen production. Screen tourists were detected at all of the eight sites surveyed for this project. While the volume varied significantly, the value at some sites was highly significant

How to maximise the benefits of Screen Tourism

Film and TV productions can be a powerful way to add profile to a nation’s tourism offer, both at home and abroad – they can help to showcase a country’s natural and cultural assets; inform, inspire and influence travel decisions and help to market and grow local visitor economies.

Download our Screen Tourism Toolkit below to see the guidance and case studies for potential filming locations on how to maximise the potential of screen tourism.


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