Cumbria, a picturesque county in North West England, is currently experiencing a dynamic shift in its visitor demographic, driven by the compelling influence of film and television. Coined as “set-jetting” or screen tourism, the phenomenon of traveling to destinations featured on screen is injecting fresh vitality into the region’s historic landmarks. Recognized by Expedia as a dominant travel movement for 2026, set-jetting is proving to be a highly lucrative trend, seamlessly merging Cumbria’s rich literary heritage with contemporary pop culture and attracting both domestic and international tourists.
The Global Rise of Screen Tourism
What began as a niche interest has rapidly evolved into a mainstream economic driver. According to Expedia Group’s Unpack ’26 travel trends report, set-jetting is projected to become a potential $8 billion industry in the United States alone. The influence is particularly pronounced among younger generations, with 81 percent of Gen Z and Millennial travelers globally reporting that they now plan their vacations based on locations they have seen in movies and television shows.
In the United Kingdom, the statistics are equally striking. Industry data reveals that seven out of ten UK visitors cite film and television locations as a primary motivation for taking a trip. This screen-inspired wanderlust is highly prevalent among the 18 to 34 age bracket, bringing a new, younger wave of travelers to regions traditionally favored by older demographics.
Spotlight on Wordsworth Grasmere and Dove Cottage
Cumbria’s majestic landscapes have long served as the backdrop for blockbuster franchises and beloved family films, but the current surge of interest is uniquely benefiting the region’s historic literary sites. Wordsworth Grasmere and Dove Cottage—the former home of the legendary poet William Wordsworth—have recently enjoyed a significant spike in visitor numbers thanks to two major on-screen productions.
The BBC’s recent adaptation of Janice Hadlow’s novel ‘The Other Bennet Sister’, which aired just before Easter in 2026, has been credited with introducing Wordsworth’s poetry to a modern audience. Becoming the BBC’s biggest drama launch in nearly a year, the series heavily features Wordsworth’s works, including the collection ‘Lyrical Ballads’ and the poem ‘Composed upon Westminster Bridge’. Despite not being filmed directly in Cumbria, the emotional resonance of the poetry within the show has prompted viewers to seek out the poet’s historic home.
Simultaneously, the release of the period romance film ‘The History of Sound’ earlier this year has cast a direct spotlight on Dove Cottage. Starring acclaimed actors Paul Mescal and Josh O’Connor, the film shot several intimate scenes inside the historic property. The visibility provided by such high-profile cinema is successfully translating into real-world footfall, with visitors eager to experience the beautifully preserved rooms where the movie was filmed and where Wordsworth once wrote.
Economic Impact and Future Projections
The influx of screen tourists comes at a crucial time for the local economy. Tourism is the financial backbone of Cumbria, traditionally contributing £4.6 billion to the local economy and supporting 74,823 jobs, which accounts for 28 percent of the county’s workforce. However, following the lingering economic shocks of recent years, including slight dips in overall visitor numbers and shortened overnight stays reported in recent local tourism assessments, set-jetting offers a vital mechanism for recovery and growth.
Looking ahead, the power of screen tourism is predicted to secure Cumbria’s position as a top-tier international destination. Television and film locations are proven to hold immense appeal for overseas travelers, particularly from international markets who are highly motivated to venture outside of London to see famous filming sites in person.
By continuing to welcome production crews and actively promoting their on-screen connections, heritage sites across the Lake District can sustainably diversify their audience base. The ongoing synergy between the entertainment industry and destination marketing ensures that Cumbria’s timeless landscapes and historic properties will remain relevant, protected, and economically vibrant for decades to come.
