Travel: Screen to Stay: How Film & TV Are Rewriting the UK’s Travel Map
- InsightTrendsWorld
- Aug 19
- 4 min read
Why it is the topic trending: Reel Places Become Real Holidays
Pop culture power: Streaming dominance means UK viewers binge-watch shows that make locations feel familiar and desirable.
Domestic tourism boost: Cost-of-living pressures and sustainable travel push locals to explore UK destinations instead of abroad.
Cultural tourism crossover: Series like Peaky Blinders or films like Paddington transform cities into “living sets” for fans.
Social media virality: Hashtags linked to filming spots (#PeakyBlindersTour, #PaddingtonStation) amplify demand.
Brand involvement: Hotels like Travelodge highlight this trend, positioning themselves as accessible staycation hubs.
Overview: Reel Travel, Real Impact
Film and TV aren’t just entertainment—they’re powerful tourism engines. The Travelodge survey shows that UK holidaymakers are increasingly choosing destinations based on iconic series and films. From Birmingham’s gritty Peaky Blinders backdrops to London’s Paddington bear charm, fictional narratives are guiding real-life travel.
Detailed findings: Screen Tourism in Numbers
Birmingham: 34% of respondents linked the city with Peaky Blinders and sought to explore filming-inspired tours.
London: 30% associated the capital with Paddington films, boosting visits to landmarks like Paddington Station.
Other UK spots: Travelodge highlights multiple filming-linked locations across Britain attracting staycation traffic.
Key success factors of product (trend): Why Screen Tourism Works
Emotional connection: Viewers feel attached to characters and settings.
Accessibility: Locations are often central and reachable by train or short trips.
Narrative immersion: Fans want to “live” their favourite shows.
Social shareability: Selfies at film-linked spots fuel further visibility.
Partnerships: Travelodge positions itself as the go-to affordable base for film-inspired trips.
Key Takeaway: Holidays Go Cinematic
Staycations aren’t just about convenience—they’re about storytelling. For many, choosing Birmingham over Barcelona or London over Lisbon is about stepping into the world of favourite characters.
Main Trend: Screen Tourism as Staycation Driver
UK travellers are increasingly motivated by cultural storytelling, turning familiar cities into aspirational tourist spots through the lens of TV and film.
Description of the trend: “Screen Tourism”
Screen Tourism is the practice of visiting destinations featured in films or TV shows, blending cultural fandom with leisure travel.
Key Characteristics of the Core trend: Living the Reel Life
Fan-driven pilgrimages: Tourism inspired by emotional fandom.
Cross-generational appeal: Kids want Paddington, adults want Peaky Blinders.
Hybrid travel purpose: Leisure + cultural curiosity.
Affordable escape: Staycations satisfy wanderlust without international costs.
Boost for secondary cities: Birmingham gains cultural prestige.
Market and Cultural Signals Supporting the Trend: Why Now
Streaming growth: More global content, more iconic locations.
Cost-of-living crisis: Affordable UK trips win over pricier flights.
Eco-conscious travel: Local exploration reduces carbon footprint.
Tour operators responding: Peaky Blinders tours, Paddington family packages.
Hotels leveraging data: Travelodge and others link stays to screen trends.
What is consumer motivation: Why They Do It
Relive their favourite scenes and connect with fandoms.
Find unique, story-rich alternatives to “generic” tourism.
Entertain the whole family with multi-age appeal.
Capture Instagrammable, narrative-driven travel content.
Combine cultural curiosity with affordability.
What is motivation beyond the trend: Deeper Drivers
Desire for belonging through fandom communities.
Escapism in familiar-yet-new local experiences.
Affordable luxury: living “a scene” without global travel.
Supporting local culture while satisfying curiosity.
Descriptions of consumers: The Reel-Life Explorers
Consumer Summary: Pop culture fans blending leisure and fandom-driven exploration.
Profiles:
Age: Broad—families (Paddington), millennials & Gen X (Peaky Blinders).
Gender: Mixed, slightly more female for family-friendly stays.
Income: Middle-class, budget-conscious but experience-driven.
Lifestyle: Streaming-heavy, social media active, value meaningful experiences.
How the Trend Is Changing Consumer Behavior: Reel > Real
People pick destinations not for history alone, but for cultural resonance.
Secondary cities like Birmingham gain new visibility.
Hotels and travel brands adapt packages to storytelling tourism.
Fans become micro-influencers, sharing “set-inspired” experiences online.
Implications of trend Across the Ecosystem: Lights, Camera, Tourism
For Consumers: Access to richer, story-filled experiences.
For Brands/Hotels: Marketing aligned with cultural moments boosts relevance.
For Retailers & Attractions: Merchandising, tours, and themed experiences expand spend.
Strategic Forecast: Screen Tourism’s Next Chapter
Short-term: UK staycations continue to be driven by shows/films with local settings.
Mid-term: Partnerships between streaming services and travel brands.
Long-term: Immersive AR/VR screen tourism — blending physical trips with digital overlays.
Areas of innovation: Where Screen Tourism Can Grow
Branded Hotel Packages – Travel + themed stays (Peaky Blinders weekend).
AR Screen Tours – Apps overlay scenes at real filming sites.
Themed Food & Retail – Local restaurants embrace TV/film tie-ins.
Interactive Story Maps – Platforms showing nearby filming locations.
Streaming x Tourism Collabs – Netflix/Prime creating travel itineraries tied to shows.
Summary of Trends
Core Consumer Trend: Cultural Fandom Travel — trips shaped by screen obsessions.
Core Social Trend: Staycations with Purpose — domestic trips gain cultural richness.
Core Strategy: Entertainment as Destination Marketing.
Core Industry Trend: Hotel & Tourism Pivot to Storytelling.
Core Consumer Motivation: Emotional Belonging & Escapism.
Final Thought: Holidays in High Definition
Screen tourism is blurring the line between fiction and travel reality. For UK consumers, the perfect staycation is no longer just about geography — it’s about narrative. Whether it’s sipping whisky like a Shelby in Birmingham or following Paddington’s paw prints in London, travellers want holidays that feel like their favourite shows come to life.
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