The UK’s North Yorkshire is set to take a leading role in a destination marketing campaign centred on so-called “screen tourism”, attracting more visitors thanks to the county’s beloved film and television locations. The campaign, dubbed “Starring North Yorkshire” is a spin-off from a nationwide “Starring Great Britain” strategy.
From Harry Potter to Bridgerton
North Yorkshire is the largest county in England and is well-loved for its scenic moors and dales, historic cities and monuments, and picturesque coastal fishing towns.
On the silver screen, it has featured in blockbusters such as Harry Potter, Indiana Jones and Mission Impossible, while fans of the small screen’s Bridgerton will recognise Castle Howard as the home of the fictional Duke of Hastings. Older viewers may also remember Castle Howard’s appearance in the Granada TV adaptation of Evelyn Waugh’s novel Brideshead Revisited back in the 1980s.
90% of UK visitors interested in screen tourism
With Visit England data indicating over 90% of inbound visitors would be interested in visiting a film or TV location in the UK, and one in six being drawn outside of London to see a film or TV spot, the North Yorkshire trail is being put together to highlight the county’s screen credentials and tap into that market. It’s part of a plan to increase overnight stays in the region over the next 10 years by three percent – a modest figure which reflects an ambition to grow tourist spending, rather than just raw tourist numbers.
“So many people are fascinated by the locations which have been used in leading television and film productions, and are keen to see these places firsthand,” Councillor Mark Crane, the representative for tourism in the area explained the vision. “The chance to highlight our links to film and TV is a prime example of how we can expand the market for visitors, and thereby benefit our tourism businesses and the wider local economy.”
Ripple effect
Chief executive officer of Screen Yorkshire, Caroline Cooper Charles, agrees. Film crews coming to the area are a way of “showcasing Yorkshire’s diverse landscapes and historic locations” she notes, which “creates a ripple effect from increased visitor numbers to filming locations, boosting tourism revenue, to job creation across hospitality, retail, and the arts. Screen Tourism offers a unique opportunity to showcase Yorkshire to the world while directly contributing to the region’s economy and cultural pride. It’s a powerful example of how the creative industries can drive meaningful growth and deliver lasting value to our region.”
