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.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

The Thinkbox TV Planning Awards - video
[Sponsored feature]

The Thinkbox TV Planning Awards - video

Watch the video from the Thinkbox TV Planning Awards, held in association with Campaign and Media Week, where PHD and Drum stole the show.

Share
Facebook confirms 'monetisation test' for media contributors

Facebook confirms 'monetisation test' for media contributors

Facebook has confirmed plans to offer video contributors a share of advertising revenues generated around posts, in a move that will increase competition with Google's YouTube.

Share
Wimbledon online game makes data entry fun

Wimbledon online game makes data entry fun

#MakeTheTeam by OgilvyOne UK gives tennis fans a glimpse of life as an IBM data capturer.

Share

Get news by email