Following the monumental commercial success of the two-part cinematic adaptation of the Broadway musical “Wicked”—with Part 1 released in November 2024 and the concluding chapter, “Wicked: For Good,” released in November 2025—the land of Oz has left a lasting footprint on the real world. While the production relied heavily on the state-of-the-art soundstages at Sky Studios Elstree in Hertfordshire, several spellbinding natural landscapes across the United Kingdom provided the practical backdrops for this modern classic. For international travelers and dedicated “set-jetters,” these accessible sites offer an immersive way to experience the cinematic magic firsthand.
The Vibrant Hues of Munchkinland: Belmont Nursery, Norfolk
To bring the dazzling opening sequences of Munchkinland to life, the production team utilized the breathtaking tulip fields at Belmont Nursery, located near King’s Lynn in Norfolk. Spanning a massive 20-acre agricultural canvas and featuring approximately 9 million meticulously planted tulips, this location provided the dreamlike, intensely colorful palette required to simulate the fantastical world of Oz.
Originally opening its gates to the public in 2021 as a charitable initiative to raise funds for local hospices, Belmont Nursery has swiftly transformed into a prime destination for film tourism. The primary challenge for prospective travelers is the incredibly narrow window for visitation. The tulips only bloom for a short two-week period between April and May each year, requiring international fans to plan their UK itineraries with precision and secure advance tickets, the exact location of which is typically revealed only upon purchase.
The Journey to Shiz University: Cuckmere River, East Sussex
Fans tracing the cinematic geography of the movie will easily recognize the elegant, winding curves of the Cuckmere River. Located near the Seven Sisters Country Park in Seaford, East Sussex, this meandering waterway served as the scenic backdrop for Elphaba and Nessa’s journey to Shiz University, as well as the path for Glinda’s enchanting boat ride toward the campus.
Enhanced by subtle digital artistry in post-production to fit the film’s aesthetic, the real-life location remains largely untouched and stunningly picturesque. Visitors can hike the public trails south of the A259 East Dean Road to witness the famous sweeping river bends and recreate the characters’ iconic arrival.
The Expanding Economic Impact of Screen Tourism
The global fascination with these real-world filming locations aligns with a massive ongoing surge in screen tourism across the UK. According to travel market data published in May 2026, 83 percent of UK travelers are actively interested in visiting destinations featured in films or television series. Furthermore, VisitBritain’s strategic “Starring GREAT Britain” campaign reports that 9 in 10 potential international visitors are keen to explore British filming locations.
The financial scale of this trend is substantial. Market projections for 2026 place the global film tourism sector at an estimated valuation of $71.6 billion, expanding at a rapid compound annual growth rate. By drawing tourists to places like the rural agricultural fields of Norfolk or the coastal trails of East Sussex, productions like “Wicked” serve a critical economic function: they help disperse international visitor spending far beyond the traditional, heavily trafficked hub of London.
Future Outlook for Oz-Inspired Travel
As the cultural resonance of the late 2025 release of “Wicked: For Good” continues to ripple through the travel industry, regional UK municipalities are adapting to sustained tourist influxes. While the physical village sets constructed on farmland near Ivinghoe in Buckinghamshire were temporary, the enduring appeal of the natural locations ensures that the cinematic legacy of Oz is firmly rooted in the British countryside.
Moving forward through the 2026 travel season and beyond, local hospitality sectors in Norfolk and Sussex are expected to increasingly tailor specialized guided tours, seasonal photography packages, and themed transit routes to accommodate the rising tide of Emerald City fans. This structured pre-planning between destination marketing organizations and local businesses will ensure that the ephemeral magic of the movies translates into long-term, sustainable economic growth for regional UK tourism.
