TV programmes and films shot across the UK are playing an increasingly important role in shaping where Britons choose to travel, with destinations featured in shows such as The Traitors, Bridgerton, Rivals and Clarkson’s Farm inspiring a new wave of domestic tourism.
That is according to new research commissioned by Enterprise Mobility, which reveals that two in five UK holidaymakers (40%) have visited a destination after seeing it featured on screen. The trend is particularly fuelled by younger generations, with the figure increasing to 58% among 18- to 34-year-olds.
The findings come as Ted Lasso returns for its fourth season this week, with Richmond expected to once again attract fans hoping to visit the show’s filming locations. Enterprise Mobility’s research highlighted that one in eight (13%) 18–34-year-olds said Ted Lasso would inspire them to visit its London filming locations.
For many, “set-jetting” now goes far beyond casual inspiration – and it is younger travellers who are leading the trend. Nearly four in ten (38%) 18- to 34-year-olds say they have planned part of a holiday around visiting filming locations, compared with 22% of holidaymakers overall. Two in five (40%) 18- to 24-year-olds say they have incorporated filming locations into a wider trip, suggesting television and film are increasingly shaping not just where younger Britons travel, but how they plan their holidays.
Set-jetting holidaymakers are also willing to go the extra mile to experience locations they have seen on screen. The average UK holidaymaker would travel more than two and a half hours to visit a filming location, while almost two in five (39%) would spend additional money as part of the trip.
Enterprise Mobility UK & Ireland senior vice president Ryan Johnson said: “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.”
Recent research from marketing agency Impression revealed that UK travel and tourism has been one of the biggest advertising sectors this year, with 80% of marketers expecting revenue growth and more than two-thirds expecting their budget to increase, despite concerns over economic and geopolitical uncertainty and the war in the Middle East.
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