Standing opposite a grand mansion in the refined city of Bath, England, Tegan Shirdon gazed in awe at the window from which Penelope, a character in the popular show Bridgerton, would watch her love interest Colin. The 20-year-old Australian student, a devoted fan of the Netflix series that has garnered 300 million views, was among approximately 30 tourists who recently flocked to the southwestern city. They hailed from countries like the Netherlands, Canada, Spain, and Japan, all drawn to witness the backdrop of this early 19th-century romantic drama. Their guide, film student Ruby Maidment, shared historical tidbits along with behind-the-scenes details of Bridgerton shoots. She highlighted a Marks & Spencer's sign that inadvertently appeared on screen due to a production oversight, and mentioned the substantial fees paid to locals to remain indoors during filming.

This phenomenon, known as set-jetting, has gained traction in recent years, particularly with the advent of streaming platforms and the post-pandemic travel surge. According to Expedia, movies and TV series now inspire more travel than social media, with 39% of surveyed tourists admitting they chose a destination after seeing it on screen. Robin Johnson of VisitBritain noted that set-jetting is a growing influence on travel, especially among younger generations like Gen Z and millennials. He emphasized the unparalleled promotional power of high-end film or TV series for British tourism.

VisitBritain data reveals that seven out of ten international tourists have explored at least one film or TV location in the UK over the past decade, with over 90% expressing interest in doing so in the future. Tegan Shirdon, a journalism student, highlighted the lack of such film locations in her home country, making the long journey worthwhile. Iconic franchises like James Bond and Harry Potter continue to draw crowds, but newer shows like Game of Thrones, Outlander, The Crown, and Bridgerton are also sustaining interest. To capitalize on this trend, VisitBritain and the British Film Commission plan to launch a promotional campaign called 'Starring GREAT Britain' next year, aiming to attract both tourists and new productions.

Adrian Wootton, head of the British Film Commission, highlighted the UK's transformation into a global filmmaking hub, attracting £3.1 billion in foreign investment. He attributed this success to a mix of stunning landscapes, English-speaking talent, significant studio investments, and generous tax incentives. Northern Ireland, once overlooked as a tourist destination, has seen a dramatic change thanks to Game of Thrones and its prequel, House of the Dragon. By the end of 2023, Bridgerton had already contributed £5 million to the local economy, even before the airing of its third season. Canadian expat Emily Maniquet expressed her love for British television and history during a visit to Bath, having previously explored Harry Potter filming locations in Edinburgh.