How to maximise publicity around a film or TV production in your destination or venue, with Seren Walsh
In this episode, Kelly Ballard chatted with Seren Welch, a specialist tourism consultant, about the impact of film and TV locations on destination marketing. Here’s a summary of the conversation with some tips on how to make the most of any filming in and around your destination or venue.
What is screen tourism and why should we use it to drive visitors?
VisitBritain launched its Screen Tourism campaign in January 2025 to increase inbound tourism. The UK is home to a vast number of popular, internationally screened TV programmes and films. According to Seren, ten years ago, one in five people were influenced to travel to a destination based on what they saw on screen. With the rise of on-demand and multi-platform content, that figure has now grown to nine out of 10. This shift represents a massive opportunity for destinations, attractions and tourism businesses, especially across Wales and the West, where there’s an abundance of filming activity. Rivals, Bridgerton, The Salt Path, House of Dragon, Star Wars, to name a tiny fraction of epic productions that have been filmed here and loved by international audiences.
About Seren Walsh
Seren, formerly Head of Marketing and Brand for VisitBritain, played key roles in the Cultural Olympiad and the Paralympic Games during the London 2012 Olympics. She was also involved in one of VisitBritain’s first collaborations with the Harry Potter films, showcasing magical and mythical Britain. Seren is passionate about the creative sector and its ability to influence our travel decisions.
She now works with destinations and businesses that have hosted filming, helping them capitalise on the opportunity. She also collaborates with networks and distribution channels to help them tell the backstories of programmes, building even more content around them for viewers to engage with.
Included in our discussion was how the British Film Commission lobby for tax relief to encourage high-end productions to film in the UK, noting the significant positive impact on destinations. While many local authorities manage film offices as a logistical operation or revenue stream, this conversation highlighted the much broader potential of film tourism.
Bristol is a strong case study in successful film tourism. Seren highlighted its studio base at Bottle Yard Studios, the active Bristol Film Office, and Visit West (the local LVEP) as key players in promoting Bristol as a filming destination. Together, these elements help attract both tourists and production companies. Nearby, Cardiff’s Wolf Studios is producing high-quality content – that also adds to the region’s appeal.
Seren says, ‘The UK is the ultimate stunt double. For example, the Old Royal Naval College in Greenwich has been used over 200 times in the last 100 years, appearing as Berlin, Paris, Washington, even Lilliput, and only appearing as itself three times’. Frustratingly, Bristol often doubles for London, which might help explain why London is so strongly associated with screen content and remains popular with tourists. Although Visit West are doing a lot in this area to change this, with their marketing content and campaigns showcasing film locations in the area. They talk about the influx of visitors in Bath with the success of Bridgerton here.
This all highlights the importance of destination marketing partnerships and attractions working together to share behind-the-scenes realities with the public and fans.
The Craze for Set-Jetters
Within the conversation, we talked about the growing trend of ‘set jetters’ – travellers who visit filming locations from their favourite shows. Seren mentioned the app SetJetters which allows users to line up iconic scenes and superimpose themselves into the shots, bringing destinations to life through fans’ eyes. Check it out and add new shots, there are not enough on this app from the West Country or Wales currently and it looks pretty easy to add new locations.
Seren shared some brilliant tips for making the most of a filming opportunity whether it’s before, during, or after production.
Practical Tips & Opportunities for the Visitor Economy
Whether you’re a destination manager, attraction operator, restaurant, or tour guide, screen tourism offers real potential to boost awareness, visitation, and economic impact. Here’s how:
For Attractions and Filming Locations
Before Filming:
- Negotiate flexible access rates to encourage location scouts and production companies to choose your site.
- If giving favourable rates, discuss rights in advance to allow filming to be referenced publicly post-production. The long-term benefits of the publicity surrounding it can be way more beneficial than the location fees payable at the time.
During Filming:
- Build relationships with crew, directors, and location managers, capture behind-the-scenes photos and stories where possible.
- Secure permissions to document the production process for your own marketing content.
After Filming:
- Request to retain props, signage, or costumes for exhibitions or photo ops.
- Create on-site displays showing the production in action and highlight recognisable scenes.
- Host themed events (screenings, talks, location tours) as soon as the show airs.
- Use crew interviews and testimonials in your marketing to highlight what made your location special.
For Destinations
- Work with local film offices and build relationships with production companies to proactively seek filming opportunities.
- Support the development of experiences and itineraries that match the genre of productions.
- Support the creation of themed tours, such as murder mystery walks, fantasy adventures, or period drama trails.
- Design experiences that reflect the style and tone of the production.
- Build a collection of filming locations – complete with photos and information about specific scenes shot there.
- Help attractions share their filming stories.
- When a second series is confirmed, use it to prepare for increased interest by:
- Creating tourism experiences.
- Launching themed packages with hotels, restaurants, and airlines.
- Coordinating marketing efforts with the show’s release schedule.
- Encourage social media sharing with hashtags, custom filters, and geo-tagging at filming locations.
- Consider virtual or app-based tours as an add-on for international fans or visitors with accessibility needs.
- Time marketing campaigns with the show’s release schedule.
- Another idea (of Kelly’s) is to host watch parties or preview events to build local buzz and press interest.
Don’t Overlook Smaller Productions
- Don’t focus only on blockbuster productions. Smaller TV dramas and regional shows can have dedicated, passionate audiences.
- Look for opportunities across different types of programming: crime, reality, documentary, etc.
- Monitor second series announcements, they bring renewed attention and tourism potential.
- Keep momentum going between seasons with relevant content and experiences.
- Explore cultural, culinary, and landscape connections inspired by the show.
Use Data to Your Advantage
- Leverage Parrot Analytics to understand which countries are engaging with your film or TV content.
Kelly looked at Parrot Analytics after the conversation and found the following:
- It provides data to understand which countries the production or your screen content resonates in.
- The platform uses data from content consumption, searches, and social media engagement. It can also break down demand by age and gender, enabling precise targeting.
- This data can inform experiences, translations, and tour themes.
- Destinations can also use the data to pitch themselves to production companies by showcasing their international appeal.
- Pricing for Parrot Analytics starts at $99/month – a potentially affordable tool with powerful marketing insight. No doubt a call with an advisor could help. They probably also create bespoke reports.
For Suppliers: Tour Guides, Experience Providers, Restaurants & Cafés
- Create immersive experiences beyond basic location visits – tie into the style, culture, or time period of the production. Bath has been doing this for years with its Jane Austen Georgian events and etiquette classes, but there’s always room for new, creative experiences.
- Offer genre-themed packages: fantasy fans, true crime buffs, period drama lovers all want experiences tailored to their favourite shows.
- Collaborate with nearby attractions to form multi-stop experiences, making it easier for visitors to spend more time (and money!) in your area.
- Incorporate costume rentals, set re-creations, or interactive storytelling to heighten engagement.
Final Thoughts
Film and TV aren’t just entertainment, they’re a powerful driver of travel decisions. With the right mindset, collaboration, and creativity, your destination or business can become part of the global storytelling tapestry. Whether you’re a rural village that hosted a few scenes, or a city with a full-time studio, screen tourism offers sustainable, story-led growth for the visitor economy.
Listen to the full conversation in Episode 58 of the Visitor Elves podcast to hear all of Seren’s tips, stories, and advice in full.
This episode is sponsored by Hello Starling.
Hello Starling is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They’ve work with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today.
