The traditional holiday brochure is rapidly being replaced by the streaming queue as the primary source of travel inspiration for the modern tourist.

This phenomenon, often termed the “Cinema Effect” or “set-jetting,” has moved beyond a simple curiosity to become a central pillar of the United Kingdom’s tourism economy.

As we look towards the major television releases scheduled for late 2026 and early 2027 across Netflix and Disney+, it is becoming clear that hit shows do not just provide entertainment but also act as powerful, long-form advertisements for the locations in which they are filmed.

The upcoming slate of high-budget productions offers a unique opportunity for British businesses to tap into a market that is increasingly driven by emotional connection and narrative. From the lush estates of Derbyshire in Pride and Prejudice to the Victorian nostalgia of London in The Magician’s Nephew, the visual storytelling of these platforms is set to trigger a significant shift in both where people go and how much they spend when they get there.

The economic power of the screen

The economic impact of screen tourism is substantial and measurable, with data from 2025 showing that international visitors to the UK spent record amounts, often specifically targeting areas they recognised from their favourite series. When a show like Pride and Prejudice or The Chronicles of Narnia captures the global imagination, it creates a “halo effect” for the local economy that lasts long after the production crews have packed up and moved on.

For instance, the use of Chatsworth House and the Peak District in the new Netflix adaptation of Pride and Prejudice is expected to drive a surge in domestic staycations. This is not just a win for the heritage sites themselves but also for the surrounding hospitality sector, including boutique hotels, local pubs, and independent retailers who can provide the authentic experience that fans are seeking.

Inbound tourists from the United States and Asia, who are particularly fond of British period dramas, often stay longer and spend more than the average traveller, making them a high-value demographic for the UK economy.

A cultural shift in destination choice

Beyond the direct financial benefits, there is a profound cultural shift occurring in how travellers choose their next destination. Modern tourists are no longer satisfied with simply ticking off famous landmarks, they want to inhabit the atmosphere of the stories they love.

This “emotional intention” means that a traveller might choose to visit Rome not for its ancient history alone but because they want to experience the specific version of the city presented in the new Assassin’s Creed series.

This shift presents a golden opportunity for UK companies to move away from generic marketing and instead lean into the specific “vibe” or narrative of the shows filmed nearby. By aligning their services with the themes of these shows, businesses can create a deeper connection with their customers, turning a standard holiday into a memorable event.

Learnings from the past: The Netflix blueprint

Our previous research into the “Netflix Effect” provides clear evidence of how television can transform a region’s fortunes overnight.

According to our previous data, the impact on tourism demand is often immediate and massive. Romania, for example, saw a staggering 156% rise in inbound tourism following the release of Wednesday, with the nation’s capital and its gothic castles becoming global focal points for travellers.

Similarly, the city of Bath in the UK estimated a direct benefit of £1.5 million from Bridgerton fans visiting real-world filming locations.

In Lithuania, the use of a historic prison for Stranger Things season four led to a 680% growth in inbound demand, which was further capitalised upon by turning the filming site into a themed accommodation available for booking.

These historical cases demonstrate that the most successful destinations are those that do not just rely on the show’s popularity but actively create themed tours, immersive retail experiences, and “Instagram-worthy” moments that allow fans to share their experiences on social media.

Show Projected Filming Locations Public Release Date
Pride and Prejudice Chatsworth House, Peak District, Rye, Spitalfields, and various English estates Late 2026
Assassin’s Creed Cinecittà Studios (Rome), Ancient Rome Backlot, Tuscany Early 2027
The Magician’s Nephew Greenwich, London, Manchester, Bradford, UK Studios, New Zealand April 2, 2027
The Chronicles of Narnia Yorkshire, New Zealand, Cardington Studios 2027
VisionQuest Pinewood Studios, Hatfield House, Edinburgh, Scottish Highlands Late 2026
Casper Reimagining Vancouver (British Columbia), New England (USA) Mid 2027

How UK travel brands can plan and capture this market demand

To truly capitalise on the upcoming 2027 releases, British companies across the tourism spectrum must adopt a proactive and creative approach that goes beyond standard advertisements. As other nations also compete for the attention of film fans, the UK must leverage its unique mix of historical depth and modern infrastructure to provide immersive experiences that cannot be replicated elsewhere.

Phase Months Primary Search Intent Actual Volume
Peak Planning Jan – March Accommodation, “Best of” lists, Flight deals Low
Early High April – May Gardens, Bank Holiday events, Walking tours Moderate
Peak Visitation June – August Festivals, Coastal getaways, Family attractions High
Late High Sept – Oct Gastronomy, Autumn foliage, City breaks Moderate
Festive Peak Nov – Dec Christmas markets, New Year celebrations Low/Moderate

The inbound market

The global hype surrounding The Magician’s Nephew will be at a fever pitch by early 2027, especially given its unique theatrical-first release strategy. Luxury hotels and high-end restaurants in London and the South East should consider creating “Portal to the Past” packages that mirror the sophisticated, Victorian setting of the film.

This could include bespoke photography sessions at the Old Royal Naval College in Greenwich or curated dinner menus that recreate the lavish banquets seen on screen.

By providing these exclusive “insider” opportunities, hospitality brands can justify premium pricing for international visitors, particularly from the American and Asian markets, who are often looking for a comprehensive and luxurious film-inspired itinerary.

The staycation market

Domestic tourism remains a vital part of the UK economy, but it often struggles with seasonal lulls and the constant competition from cheap short-haul flights to Europe. The release of Pride and Prejudice in late 2026 provides a perfect hook for regional businesses in the Midlands and Northern England to promote the beauty of the British autumn and winter.

Local providers should collaborate to offer “Regency Retreats” that include traditional afternoon teas, guided walks through the Peak District, and horse-and-carriage tours of estates like Chatsworth.

By encouraging visitors to stay for three or four nights to fully immerse themselves in the “Austen lifestyle,” businesses can significantly increase local revenue and ensure that the benefits of screen tourism are felt by smaller, independent operators throughout the countryside.

The outbound market

For UK travel agencies, the international filming locations of major streaming shows provide a fresh and dynamic way to market traditional destinations to domestic travellers. The filming of Assassin’s Creed in Italy allows agencies to rebrand trips to Rome and Tuscany as high-energy “action and adventure” holidays rather than just standard cultural tours.

Similarly, the use of New Zealand for The Chronicles of Narnia allows for the promotion of long-haul, once-in-a-lifetime trips that coincide with the show’s peak popularity.

By using social media marketing that targets fans of specific actors or genres, agencies can capture the attention of younger audiences who are increasingly motivated by viral trends and the desire to share their own cinematic travel photos online. This level of user engagement can also help create a level of co-occurrence between your brand and the topics, improving your AI visibility.

Adapting your search and AI strategies

The arrival of these major productions in 2026 and 2027 could bring about non-seasonal demand for various locations, especially when it comes to researching and planning. By understanding that a filming location is more than just a background, and is instead a character in its own right, businesses can unlock new levels of growth and adapt their travel SEO and AI strategies to accommodate and capture as much of this demand as possible.

Whether it is through welcoming international fans to London or encouraging British families to explore the beauty of Derbyshire, the “Cinema Effect” is set to be one of the most powerful tools in the British tourism toolkit for years to come.

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