As seen on screen: How pop culture shapes tourism in the UK

Film and television have long drawn visitors to Britain’s historic streets and countryside, but streaming has accelerated the trend. Today, screen tourism is more than a by-product of popular culture; it is a deliberate strategy used to guide travellers toward authentic, regenerative experiences.

Gavin Landry, International Director of VisitBritain, explains in a recent Q&A with Noble Studios how aligning tourism with storytelling, technology, and local stewardship is shaping travel across the UK.

From sustainability to regeneration

The conversation around tourism has shifted beyond sustainability. As Landry notes, “Sustainable tourism asks, ‘How can we do the least harm?’ Regenerative tourism goes further and asks, ‘How can we do the most good?’”

This means ensuring each journey contributes to communities and landscapes while offering meaningful experiences. Younger travellers, in particular, are drawn to slower, longer stays and hub-and-spoke explorations that radiate outward from cultural or natural landmarks.

Pop culture as a travel compass

One of VisitBritain’s most successful tools is screen-based tourism. The Starring GREAT Britain campaign highlights destinations featured in global hits.

“Pop culture inspires travel, and more than 90% of potential visitors want to see filming locations,” says Landry. This has led Bridgerton fans to Bath, Harry Potter enthusiasts to Oxford and Alnwick Castle, and even visitors from China drawn by the Mission Impossible franchise.

These tours extend visitor stays and spread economic benefits beyond the usual hotspots, helping smaller regions build sustainable tourism infrastructure.

Managing crowds through smart strategies

While screen tourism brings new audiences, it also raises questions of crowd management. Landry acknowledges that capacity control is “more art than science.”

In Bath, for instance, group tours are scheduled after 2 p.m. so mornings remain open to independent travellers. Attractions also encourage off-peak visits, extending the season into September and October. This approach balances demand with resident well-being while improving the visitor experience.

At iconic sites, adjustments are more structured. Stonehenge uses timed entry, while nearby Avebury is intentionally “de-marketed” to avoid overcrowding. Each site is managed with long-term resilience in mind.

Technology’s role in storytelling

Technology supports this balance by amplifying cultural connections. Internally, VisitBritain has trained a language model to process survey responses, reducing analysis time from weeks to days. Externally, AI tools produce content tailored to cultural moments, such as Taylor Swift’s Eras Tour in London.

By aligning storytelling with real-time events, these tools keep Britain relevant and encourage repeat visits.

Lessons for other destinations

Landry’s advice for other Destination Marketing Organizations is straightforward: “Start by listening to your community. Then, invest in distribution.”

He points to the Tourism Exchange Great Britain (TXGB) system, which connects small tourism suppliers with international distributors. Inspired by a model in Australia, the platform gives local attractions equal access to global markets, supporting regional dispersal and growth.

The core of the UK experience

For all the planning, the heart of travel in Britain remains its authenticity. As Landry puts it, “The most memorable UK experiences are the ones that feel real: moments of connection, discovery, and insight. It could be meeting a local, stumbling upon a hidden pub, or learning something unexpected.”

By blending the power of storytelling, whether through a global streaming hit or a neighbourhood conversation, with regenerative principles, the UK is positioning itself as a destination where tourism and culture enrich one another.

The editorial unit