November 2022 – An increase in visitors to Bath and North East Somerset—where a popular TV series was filmed—appears to have aided travel recovery to the region. The show was primarily filmed on location there and promoted the city as a key tourism destination. An analysis of data from the Visa International Travel (VISIT) platform* shows a trend in tourist arrivals to Bath and North East Somerset, and their spending behavior following the release of the TV show, Bridgerton. With the ability to reach audiences around the globe, movies and TV shows have an impact beyond mere entertainment. It is not uncommon for movies and TV series to use embedded advertising or product placements that implicitly promote certain products and services. A byproduct of that, intended or not, is the emergence of certain cities, venues or attractions as key tourism destinations.
Notably, one study found that almost 80 million tourists were motivated by films and TV to travel to certain destinations in 2018, double the 40 million reported in 2012.¹ Fan interest in visiting filming locations featured in popular films and television shows has driven travel to a variety of destinations including among others: Croatia, Spain, Malta and Scotland.² With the emergence of multiple streaming platforms and rising investment in film production, the influence of movies and TV shows on consumer travel decisions is likely to grow.