VisitBritain champions British film industry

VisitBritain, the tourism board, is backing the "potent" alliance, between the film and tourism industries, which has helped to attract visitors to UK film locations.

Robin Hood: film prompts swell of visitors to Nottingham
Robin Hood: film prompts swell of visitors to Nottingham

The partnerships pose an opportunity to market experiences in the UK outside of the typical tourism "hotspots", such as London and Edinburgh.

Sandie Dawe, VisitBritain's chief executive, delivered the keynote speech at today's London International Film Tourism Conference, held at Bafta.

Dawe said the link between tourism and films has proved a "potent" alliance, and one the tourism industry "should continue to exploit".

She said: "Just under half of our potential visitors to Britain want to visit places they have seen featured in films or TV, so we are doing everything we can do to capitalise on this 'set-jetting' phenomenon."

The tourism body claims a history of successful film tie-ins over the past 15-years, partnering with Universal Pictures, Warner Brothers and Sony Pictures for films such as 'James Bond', 'Robin Hood', 'Sherlock Holmes' and 'Harry Potter'.

Following the release of 'Robin Hood', starring Russell Crowe, visitors to Nottingham rose 5.5%, while visitors to Alnwick Castle, the location used for Hogwarts School in 'Harry Potter', experienced a 230% increase in visitors and £9m in spend due to the Potter effect, according to VisitBritain.

The International Film Tourism Conference is the first to be held in the UK since 2007, and since the Coalition Government announced the scrapping of the UK Film Council last July.

The council, which has an annual budget of £15m to invest in British films, is handing over the bulk of its responsibilities to the BFI. It becomes the Government's lead body for film on 1 April.

Last week, the National Audit Office (NAO), said that the decision to close and merge some of the Department for Culture, Media and Sport's arms-length bodies, such as the Film Council, had been made without a financial analysis of the cost and benefits.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).