The ‘Bridgerton’ Effect: A New Chapter in UK Screen Tourism
VisitBritain, the UK’s national tourism agency, has officially launched a new campaign inviting global travelers to immerse themselves in the world of ‘Bridgerton’. As anticipation builds for the fourth series of the Netflix sensation, the campaign shines a spotlight on the magnificent filming locations that bring the Regency era to life, encouraging fans to walk in the footsteps of their favorite characters.
This initiative strategically leverages the global phenomenon of ‘set-jetting’—or screen tourism—where viewers travel to destinations featured in films and television shows. With ‘Bridgerton’ captivating millions worldwide, the UK’s stately homes and idyllic landscapes are poised to become the next must-visit destinations for international tourists.
The Power of Set-Jetting: More Than Just a Trend
Screen tourism is a powerful driver for the UK’s visitor economy. Research from VisitBritain indicates that films and high-end TV productions are a major influence on travel decisions. In fact, screen tourism is estimated to have contributed as much as £600 million to the UK economy in a single year, with one in five international visitors saying they choose a destination based on what they’ve seen on screen.
The ‘Bridgerton’ effect is already well-documented. The historic city of Bath, a key location in previous seasons, has seen a significant surge in tourism, with local tour operators reporting fully booked ‘Bridgerton’ tours. This new campaign aims to replicate that success across a wider range of locations, spreading the economic benefits and showcasing the diversity of Britain’s heritage sites.
Discover the Grandeur: Featured Locations for Series Four
The campaign highlights both new and returning locations, offering a rich tapestry of British history and architecture for visitors to explore.
Loseley Park & Ham House, Surrey
New to the ‘Bridgerton’ universe, these two stunning Surrey estates are set to capture the imagination of viewers. Loseley Park, a magnificent Tudor manor house set in rolling parkland, offers a glimpse into aristocratic life. Meanwhile, Ham House, a 17th-century treasure on the banks of the River Thames, is renowned for its opulent interiors and historic gardens, providing a perfect backdrop for the drama and romance of the series.
Hampton Court Palace: A Royal Return
A fan-favorite location, Hampton Court Palace will once again feature prominently. The former home of King Henry VIII, its grand courtyards, lavish state apartments, and world-famous gardens have previously doubled as the residence of Queen Charlotte. Its return ensures that visitors can continue to experience one of the most iconic settings from the show.
Future Outlook: Economic Boost and Cultural Spotlight
This targeted campaign is predicted to have a substantial positive impact. For the local economies surrounding these historic sites, the influx of ‘set-jetters’ translates directly into increased revenue for hotels, restaurants, local shops, and tour providers. It creates a ripple effect that supports jobs and helps fund the conservation of these important heritage properties.
Beyond the immediate economic benefits, the campaign reinforces the UK’s image as a hub of cultural and creative excellence. By linking contemporary pop culture with centuries-old history, VisitBritain is crafting a compelling narrative that appeals to a modern, global audience. This strategy not only boosts tourism in the short term but also helps sustain long-term interest in Britain’s unique cultural heritage, ensuring these landmarks are preserved for generations to come. For travelers, it’s a unique opportunity to step beyond the screen and experience the magic of ‘Bridgerton’ firsthand.
