In recent years, the North of England has become a hotspot for “set-jetting” enthusiasts.
Tourists from around the globe are flocking to locations from popular TV shows like Coronation Street and Emmerdale.
Surge in International Visitors
According to Visit Britain, 34% of international tourists visit the UK to explore locations from their favourite films and TV shows. This trend is not abating. Coronation Street and Emmerdale, with their significant international followings, have recorded a 14% rise in visitors, particularly from overseas.
John Whiston, ITV’s Managing Director of Continuing Drama, said, “We know via British Film Commission research that more than half of international travellers say TV shows and films now inspire their travel plans, a fact most definitely reflected in the international guests we have visiting our sites each weekend.”
Attraction of Overseas Fans
Coronation Street’s largest international fan bases are in Canada and New Zealand. Meanwhile, Emmerdale attracts many visitors from Finland. The surge in international interest is evident. Many fans are buying tickets to visit these iconic sets.
Whiston added, “And although it’s always great to meet fans of the show on our tour days, it’s just a little bit special to meet people who have travelled from the other side of the world to walk into ours!”
Visitor Numbers and Economic Impact
Up to 1000 people daily wander around Weatherfield’s set. Last month saw a record-breaking weekend for the Dales, with 900 daily visitors.
These numbers only reflect those on booked and guided tours. The economic impact is substantial. Figures from 2016 showed set-jetters contributed more than £100m to the UK economy.
The Rise of Film-Induced Tourism
Earlier this year, VisitScotland reported that 1 in 5 people visited the country after watching films and TV shows shot there.
The Netflix adaptation of One Day is expected to bring an influx of tourists to Scotland.
This isn’t a new phenomenon but it’s gaining momentum. Movies and TV shows have long influenced travel decisions. However, the effect is now more pronounced than ever.
Beyond the Small Screen
The impact of set-jetting extends beyond just TV shows. Films have a significant influence too.
For example, Edinburgh expects a tourism boost from the Netflix series One Day. Creative England is set to publish a Film Tourism Toolkit.
This toolkit aims to help local authorities and businesses capitalise on the film-induced tourism trend. Therefore, local economies can benefit significantly from this growing trend.
Challenges and Opportunities
While the trend brings economic benefits, it also poses challenges. Managing large tourist inflows can be difficult.
However, it presents an opportunity for local businesses to thrive. By offering tailored experiences, they can enhance tourists’ visits.
Moreover, local authorities can develop infrastructure projects to support the influx, ensuring both residents and tourists have a pleasant experience.
Conclusion
The North of England is experiencing a surge in tourists due to the popularity of shows like Coronation Street and Emmerdale. This “set-jetting” trend shows no signs of slowing down. It brings both opportunities and challenges for the region.
Economic Contribution
The financial gains from set-jetting are significant. Local economies benefit greatly.
However, maintaining the balance between tourism growth and local well-being remains crucial.
The “set-jetting” trend highlights the power of media in influencing travel. Shows like Coronation Street and Emmerdale are more than entertainment; they are economic drivers.
As more tourists visit these iconic locations, the North of England continues to benefit. Yet, sustainable management is key to maintaining this balance.