Britain Unveils Magical Screen Tourism Trail as Harry Potter and Fantasy Worlds Inspire Global Travellers

The tourism board in Britain is integrating aspects of film and television into their national marketing campaigns, especially focusing on domestic and international trips inspired by the arts. Recent additions to the program showcase distinctive places of historical interest and are aligned with some of the most celebrated works of fantasy in film and television. The marketing campaign promotes Britain as the actual setting for some of the most captivating tales in popular culture.

The campaign is introducing a special magical-themed travel experience for international creators, showcasing locations across England and Wales that have featured in major productions including Harry Potter, House of the Dragon, Practical Magic 2 and Narnia: The Magician’s Nephew.

From 29 September to 5 October, a group of international content creators will embark on a specially designed itinerary covering Manchester, North Wales, Northumberland and Durham. The journey aims to demonstrate how Britain’s historic landscapes, castles, cities and countryside continue to inspire global audiences through film and television.

The initiative forms part of Britain’s wider effort to strengthen screen tourism, a growing travel trend where visitors seek out locations connected with their favourite films and series. Through immersive experiences, the campaign showcases how fictional worlds created on screen can transform into real travel opportunities.

Global Creators Explore Britain’s Fantasy Landscapes and Iconic Filming Locations

The carefully planned journey will bring together creators from Australia, Brazil, Canada, France, Germany, Italy, the Gulf region and the United States. During their visit, they will experience some of Britain’s most recognisable locations while creating digital content designed to inspire travellers around the world.

The itinerary focuses on destinations where history, architecture and natural beauty combine with cinematic storytelling. Visitors will discover how ancient castles, dramatic mountains and historic buildings have provided the perfect backdrop for fantasy adventures watched by millions globally.

In Northumberland and Durham, the creators will explore locations associated with the Harry Potter film series. The route includes visits to Alnwick Castle, one of the most recognisable filming locations connected with the wizarding world, and Durham Cathedral, which has also appeared in the films.

These heritage sites will be presented not only as movie locations but also as destinations with centuries of history, architecture and cultural significance. The experience aims to encourage international visitors to look beyond the screen and discover the wider attractions surrounding these locations.

Manchester Brings Magical Experiences Beyond the Big Screen

Manchester will play a key role in the fantasy-themed journey with experiences inspired by Practical Magic 2. The city’s creative identity, independent venues and cultural attractions will become part of the storytelling experience.

The itinerary includes a Blooms & Bicycles tour, combining exploration of Manchester’s urban spaces with floral and artistic elements linked to the themes of the production. Visitors will also experience a tarot reading activity at Afflecks, a well-known independent shopping destination that reflects the city’s alternative culture and creative spirit.

The activities are designed to show how modern cities can become part of screen tourism by connecting film themes with local experiences. Rather than simply visiting filming locations, travellers are encouraged to engage with the atmosphere, communities and cultural identity of each destination.

Wales Showcases Epic Landscapes Linked to Fantasy Adventures

North Wales will provide some of the most dramatic scenery featured in the magical itinerary. The region’s mountains, valleys and historic landmarks have long attracted filmmakers searching for powerful natural backdrops.

The journey includes a House of the Dragon-inspired experience aboard the Snowdon Mountain Railway. Travellers will have the opportunity to enjoy views across the iconic Welsh landscape while experiencing the type of dramatic scenery that has helped make the region popular with filmmakers.

The itinerary will also feature Bodysgallen Hall, where guests will enjoy lunch overlooking Conwy Castle. The historic setting connects with the atmosphere of Narnia: The Magician’s Nephew, blending heritage, storytelling and landscape into one immersive travel experience.

North Wales continues to strengthen its reputation as a destination where visitors can combine outdoor adventures, historic attractions and cinematic discovery.

Chillingham Castle Adds Mystery to Britain’s Magical Travel Route

The final stage of the journey will take visitors to Chillingham Castle in Northumberland, a historic site known for its fascinating stories, folklore and mysterious reputation.

A ghost tour at the castle will provide a dramatic conclusion to the magical Britain itinerary, offering visitors an experience built around history, legends and local storytelling.

The inclusion of Chillingham Castle highlights how Britain’s heritage attractions can create memorable experiences by combining architecture, history and imagination. Such attractions appeal to travellers seeking unique activities beyond traditional sightseeing.

From ancient castles to mountain railways, the campaign demonstrates how Britain’s diverse destinations can offer experiences connected to popular culture while maintaining their own authentic identities.

Screen Tourism Drives New Opportunities for Britain’s Travel Industry

The initiative supports Britain’s growing focus on screen tourism, which has become an important factor influencing international travel decisions. Popular films and television productions increasingly encourage audiences to visit real-world locations featured on screen.

Britain’s tourism agency launched the “Starring GREAT Britain” campaign in January 2025 to use the power of global storytelling to encourage international visitors to discover destinations featured in films and television productions.

The campaign promotes the concept of “set jetting”, where travellers plan holidays around places they have seen in movies and television series. This trend has created new opportunities for destinations to attract visitors by connecting entertainment with real travel experiences.

Research from Britain’s tourism organisation indicates strong international interest in visiting filming locations. More than nine out of ten potential visitors to the UK have expressed interest in exploring places they have seen on screen during their trips.

This growing demand presents opportunities for cities, rural regions and heritage attractions across Britain. Screen tourism can encourage visitors to explore beyond major tourist centres, discover lesser-known destinations and extend their stays.

Britain Uses Storytelling to Inspire Future International Travel

The latest magical tourism journey reflects a wider strategy to position Britain as a destination where imagination, history and culture meet. By showcasing locations linked with globally recognised productions, the campaign aims to transform viewers’ emotional connections with films and series into real-world travel experiences.

The combination of fantasy storytelling, historic landmarks and authentic local experiences creates a new way for international visitors to explore Britain. Castles, cities, mountains and countryside settings are being presented as destinations where visitors can step into the worlds they have watched on screen.

As global audiences continue searching for meaningful and immersive travel experiences, Britain’s screen tourism offering is expected to remain an important driver of international interest, helping destinations across the country attract new visitors and generate wider tourism benefits.