The Emerald City Effect: A New Wave of Film Tourism Heads to Britain
The United Kingdom’s tourism industry is preparing for a magical influx of visitors, all thanks to the highly anticipated two-part film adaptation of the blockbuster musical, ‘Wicked.’ As the phenomenon of “set-jetting”—traveling to destinations featured in movies and television shows—continues to grow, the UK is poised to become the next major pilgrimage site for fans eager to step into a world of fantasy and magic.
The Powerful Precedent of Screen Tourism in the UK
The UK is no stranger to the economic benefits of screen tourism. The country has long served as a backdrop for some of the world’s most beloved fantasy and period dramas, which have translated into significant, long-term tourism revenue.
The Harry Potter franchise, for example, has created a lasting tourism legacy. The Warner Bros. Studio Tour London – The Making of Harry Potter consistently attracts over 2 million visitors annually, and filming locations like Alnwick Castle in Northumberland have seen visitor numbers dramatically increase.
More recently, Northern Ireland’s economy received a substantial boost from ‘Game of Thrones,’ with screen tourism generating an estimated £50 million in 2018 alone. Similarly, Netflix’s ‘Bridgerton’ has revitalized tourism in historic cities like Bath, where walking tours of filming locations have become a staple attraction. This proven track record sets a clear precedent for the potential impact of a globally recognized brand like ‘Wicked.’
From Soundstage to Scenic Countryside: The Locations of ‘Wicked’
While much of the enchanting Land of Oz was brought to life on purpose-built sets at the state-of-the-art Sky Studios Elstree in Hertfordshire, the production also utilized several authentic locations across England. These carefully selected sites, featuring picturesque countryside and historic villages, will showcase the nation’s timeless beauty to a global audience. This blend of studio magic and real-world charm is expected to create a powerful desire among viewers to experience the landscapes for themselves.
Economic Impact and Future Projections
The release of ‘Wicked’ is more than a cinematic event; it’s a significant economic opportunity. Anticipating the surge in interest, tourism operators are already developing themed tours that will guide fans through the real-life settings that inspired the film’s magical world. Local authorities in the regions featured are also preparing for an increase in footfall, planning for the logistical needs of accommodating a new wave of tourists.
With the film being released in two parts (the first in late 2024 and the second in 2025), the promotional cycle and resulting tourism interest are expected to be sustained over a longer period. This extended spotlight will likely solidify these locations on the global tourist map, ensuring that the “Wicked effect” benefits the UK economy for years to come, much like its fantasy predecessors. For travelers and fans, the films will offer a brand-new map to explore the magical side of Great Britain.
