VisitBritain is rolling out the magic carpet for nine international influencers as it celebrates the release of several high-profile supernatural series and fantasy films to drive growth across the nations and regions.
From 29 September to 5 October, Britain’s national tourism agency is hosting global content creators on a magical tour of Manchester, North Wales, Northumberland and Durham. The visit ties in with the new cinematic and small screen productions of HBO’s Harry Potter, House of the Dragon, Practical Magic 2 and Narnia: The Magician’s Nephew.
Influencers from Australia, Brazil, Canada, France, GCC, Germany, Italy and USA are donning their broomsticks, experiencing legendary landscapes and creating magical memories to raise awareness of Britain’s screen tourism offer.
Guests will travel to iconic Harry Potter film backdrops in the North East including Alnwick Castle and Durham Cathedral. They will pay tribute to Practical Magic 2 with a Blooms & Bicycles tour through Manchester and tarot reading at the city’s Afflecks shopping emporium. They will have a House of the Dragon-inspired journey on the Snowdon Mountain Railway, plus a nod to Narnia: The Magician’s Nephew with lunch at Bodysgallen Hall, overlooking Conwy Castle. The Magical Britain itinerary concludes with a ghost tour at Chillingham Castle, known for its mystery, folklore and intrigue.
The visit will provide opportunities for influencers to create engaging Instagram and TikTok content to complement VisitBritain’s multi-award-winning, international screen tourism campaign ‘Starring GREAT Britain’, which capitalises on the phenomenon of ‘set jetting’ to drive inbound tourism and economic growth across Britain.
Patricia Yates, CEO of VisitBritain, said:
“Our ‘Starring GREAT Britain’ campaign gives destinations across our nations and regions their time to shine in the spotlight, and international tourists the opportunity to explore the iconic British filming backdrops seen in cinemas and at home.
“From castles and cathedrals to tours and tastings, we have created a spellbinding schedule across Northern England and Wales for our invited international influencers to experience the landscapes behind the legends.
“Their activity across social media will encourage visitors from some of our key global markets to come and enjoy these unique ‘set jetting’ moments for themselves, with their spending supporting tourism businesses and destinations across Britain.”
VisitBritain launched ‘Starring GREAT Britain’ in January 2025, using the brilliant storytelling seen in cinemas and on global platforms to inspire international visitors to come to Britain now, stay longer and explore more. VisitBritain research shows that more than 9 out of 10 potential visitors to the UK would be keen to visit filming locations and places seen-on-screen during their trip.
