For travelers seeking unforgettable getaways, the allure of visiting destinations showcased on film is stronger than ever. In fact, a recent survey reveals that 87% of Canadians are open to such enchanting adventures.
This insight comes from VisitBritain, the dedicated organization committed to inspiring wanderlust for the United Kingdom.
On September 8th, a cocktail reception was held at the elegant Windsor Arms Hotel in Toronto, drawing over 100 media professionals, airline representatives, and tour operators. This gathering celebrated the booming trend of “set-jetting” vacations, effectively merging tourism and film culture, and it also coincided with the 50th anniversary of the Toronto International Film Festival.
The “Starring Great Britain” Initiative
The “Starring Great Britain” campaign is designed to entice travelers by connecting them to various productions filmed in the UK. From beloved franchises like Harry Potter to popular series such as Bridgerton and Derry Girls, the initiative emphasizes the UK’s role as a prime backdrop for storytelling.
According to Patricia Yates, President and CEO of VisitBritain, this campaign celebrates two pivotal industries — the creative arts and tourism. Yates noted that “9 out of 10 international passengers express a desire to see destinations they’ve witnessed on screen.” Her current favorite film? “Knives Out,” she shared with Open Jaw.
Strong Demand from Canada
The VisitBritain team expressed excitement over Virgin Atlantic’s renewed service to Canada, anticipating strong support and enthusiasm for the upcoming winter travel season. Cathy Stapells, VisitBritain’s Director for Canada, noted that the VFR (visiting friends and relatives) market, which comprises 40% of Canadian travelers, shows less seasonal fluctuation compared to traditional tourism trends.
Set-jetting is not a unique phenomenon to the UK; recent reports highlight it as a burgeoning trend for 2025, with findings from Forbes indicating a growing interest among travelers for film-related itineraries. Additionally, a report from Expedia states that two-thirds of travelers have been influenced by movies and television shows in their travel plans.
A Memorable Evening
The evening was vibrant, filled with delightful entertainment from a string quartet playing songs ranging from classic Beatles hits to contemporary tunes by Harry Styles. Guests savored uniquely themed cocktails such as The Lady Mary and The Lord Grantham, inspired by characters from the iconic series Downton Abbey.
The screening of the latest Downton Abbey film resonated deeply with attendees. Lynn Elmhirst of PBS TV remarked, “It felt like catching up with dear old friends over tea (or champagne!) surrounded by elegant period sets and iconic English landscapes.”
For more information on the picturesque settings of Great Britain, resources can be found here.
