United Kingdom Screen Tourism Could Turn China, India and Saudi Arabia Demand Into Off-Peak Regional Growth as London-Centred Air Access Exposes a Major Travel Trade Packaging Opportunity Across Britain

By: Antara Mitra

Image generated with Ai

New VisitBritain research indicates that screen tourism could become a powerful regional yield-management tool for the United Kingdom. Among prospective visitors, 80% in China, 74% in India and 72% in Saudi Arabia agreed that British film and television content could encourage off-peak travel. Furthermore, 78%, 63% and 59% respectively would consider lesser-known UK locations shown on screen. However, direct flights remain overwhelmingly London-focused, creating an immediate opportunity for airlines, agents, destination management companies and tour operators to build bookable London-plus-region itineraries.

UK screen tourism data reveals a conversion gap rather than a demand gap

VisitBritain’s June 2026 research provides one of the clearest official assessments yet of how film and television affect both destination selection and travel behaviour.

The findings show that 53% of recent UK leisure visitors participated in at least one screen-related activity. Participation rose to 67% among travellers aged 18 to 34 and 60% among long-haul visitors, compared with 44% among short-haul travellers. One in two recent visitors also agreed that film or television had influenced their decision to visit the UK.

China, India and Saudi Arabia stand out because they combine existing visitor expenditure with unusually strong interest in film locations, studio visits, exhibitions, themed tours and screen-inspired itineraries.

Official source basis: VisitBritain’s market profiles and Anholt Nation Brands Index 2025 screen-tourism research. The 2024 inbound figures are currently classified as official statistics in development and remain subject to methodological revision.

Together, the three markets generated approximately 1.41 million UK visits and £2.30 billion in visitor expenditure during 2024. Saudi Arabia delivered the highest average expenditure per trip, while India produced the largest visitor volume and total spend. China supplied a younger audience with particularly strong regional travel potential.

This makes screen tourism commercially relevant beyond attraction ticket sales. It can influence accommodation nights, domestic transport, guided touring, food and beverage spending, regional retail and shoulder-season occupancy.

London remains the principal gateway while screen demand points towards Britain’s regions

The principal structural limitation is air access. All three markets possess substantial non-stop capacity to Britain, but the overwhelming majority terminates in London.

VisitBritain’s access data also shows that 97% of visitors from China and India, and 96% from Saudi Arabia, reach Britain by air.

This London concentration does not mean regional demand is absent. Chinese visitors already spend 64% of their British nights outside London, exceeding the all-market average of 60%. It indicates that the gateway and the final destination should be treated as separate components of itinerary design.

Original trade analysis: regional growth depends on itinerary engineering

The immediate screen-tourism opportunity is more likely to be unlocked through product distribution than route expansion.

Waiting for large volumes of direct long-haul services into regional airports would delay conversion. Airlines, wholesalers and destination management companies can instead use Heathrow, Gatwick and other London gateways as the first stage of a wider journey. Pre-arranged rail connections, domestic flights, private transfers, regional hotel blocks and timed attraction admission can transform a conventional London holiday into a seven-to-ten-night British screen itinerary.

This approach also reduces dependence on a single filming location or production title. A themed route can combine heritage estates, historic cities, coastlines, studios, museums and landscapes across several productions. It therefore has a longer commercial life than a package built around one television series.

The strongest business model is not necessarily removing London. London remains the principal access point, globally recognised destination and sales anchor. The higher-value opportunity is to retain London while adding two or more regional overnight stops. This increases trip duration and distributes expenditure without requiring travellers to abandon the capital.

For regional tourism bodies, the critical performance indicators should consequently include additional nights, weekday occupancy, transport conversion and average regional spend, rather than social reach or location-page traffic alone.

VisitBritain campaign results demonstrate proven screen-tourism conversion

The Starring GREAT Britain campaign began in January 2025 and generated £217 million in additional visitor expenditure during its first six months. VisitBritain calculated £20 in additional visitor spending for every £1 invested.

The paid campaign has operated across Australia, France, Germany, the United States and Gulf Co-operation Council countries. It continues in those markets during 2026, supported by international trade education, media activity, social distribution and film-inspired familiarisation visits across England, Scotland and Wales.

This creates a notable distribution opportunity. Saudi Arabia is covered by the GCC advertising strategy, but China and India are not among the campaign’s named paid advertising markets. Campaign material is nevertheless amplified across all VisitBritain markets through social and trade channels.

The latest research suggests that China and India may be particularly suitable for B2B conversion through travel agents, airline partners and specialist operators, even where large-scale consumer advertising is not the primary route to market.

China offers Britain a young and regionally mobile screen-tourism audience

China recorded the highest prospective interest, with 96% of UK considerers expressing interest in at least one film or television activity. It also led the three markets for off-peak responsiveness and willingness to visit lesser-known locations.

The demographic profile strengthens this opportunity. Travellers aged 16 to 34 accounted for 43% of Chinese visits to the UK in 2024, compared with a 33% average across all inbound markets.

Although free independent travel is expanding, Chinese travel agents remain influential among first-time long-haul customers because they manage language, visa and logistical requirements. VisitBritain lists 117 agents accredited under the Approved Destination Status system for group leisure travel.

Screen itineraries targeting China therefore require Mandarin information, reliable digital communication, recognised payment options and products capable of being contracted by both group operators and premium independent-travel specialists.

India creates a screen-tourism and bleisure crossover

India generated 603,000 visits and a record £806.4 million in expenditure during 2024, making it the largest of the three markets by volume and total spending.

The Indian market also creates a potential screen-tourism crossover with business and MICE travel. Business represented 22% of Indian visits in 2024, while business travellers generated £290 million, equivalent to 36% of total Indian visitor expenditure in Britain.

This creates an opportunity to add screen-related extensions to corporate, conference and visiting-friends-and-relatives travel. A business trip centred on London, Birmingham or Manchester could be extended with a two or three-night regional programme, particularly when the location can be reached through a simple rail or coach connection.

India remains heavily trade-led for outbound long-haul travel. VisitBritain identifies agents as pivotal to the booking process, while brochures and annual programmes are often prepared during December and January. Product development therefore needs to begin well ahead of the intended travel season.

Saudi Arabia offers the highest per-trip value

Saudi visitors spent an average of £2,242 per UK visit in 2024, substantially more than visitors from China or India. Britain was also Saudi Arabia’s most visited destination in Western Europe during 2025.

Non-stop seat capacity between Saudi Arabia and the UK stood 172% above 2019 levels in 2025. However, 87% remained concentrated on London, reinforcing the need for onward regional packaging.

Tour operators targeting this market need more than filming-location access. Family suites, interconnecting rooms, Arabic information, halal food, private dining possibilities, prayer facilities and adaptable service during Ramadan can determine whether a regional itinerary is commercially viable.

Off-peak screen tourism could improve regional visitor yield

Across all potential visitors surveyed, 59% agreed that British screen content could make them visit sooner, 58% said it could encourage travel during quieter periods and 55% would consider lesser-known places featured on screen.

The effect is strongest among younger travellers. Among people aged 18 to 34, 64% agreed that screen content could prompt an earlier trip, 63% associated it with off-peak travel and 59% would consider lesser-known locations.

For hotels and attractions, this represents a potential demand-shaping mechanism. Screen-inspired departures can be deliberately priced for weekdays, shoulder seasons and periods outside major school holidays. Regional operators can also stagger demand across several locations instead of directing every visitor towards one heavily promoted site.

However, the research measures stated influence and future intention. It does not prove that every respondent will complete an off-peak booking. Conversion must be tracked through actual reservations, regional room nights and transport sales.

Britain’s production economy continually renews the tourism product

The UK’s production sector gives screen tourism an important competitive advantage because its tourism inventory is repeatedly refreshed.

Official British Film Institute figures show that UK film and high-end television production expenditure reached £6.8 billion in 2025, increasing 22% from the initially reported 2024 level. High-end television contributed £4 billion, while film production generated £2.8 billion, the highest annual film total on record.

International inward-investment productions accounted for £5.8 billion, or 85% of combined expenditure. This continuing production pipeline can create new regional tourism assets, revive established locations and support fresh itineraries long after an individual campaign launches.

Methodological limits and the changing 2026 demand environment

The VisitBritain study was based on the Anholt Nation Brands Index, covering approximately 40,000 online consumers across 20 markets. Fieldwork took place in July and August 2025. The screen-tourism analysis included 2,159 recent UK leisure visitors and 5,766 potential visitors.

Respondents represent each market’s online population rather than the entire travelling public. VisitBritain also identifies cultural response effects in China and India, including a greater tendency towards agreement and strongly positive responses. The exceptionally high percentages should therefore guide market prioritisation but should not be treated as guaranteed booking conversion.

The wider 2026 inbound outlook also carries uncertainty. The currently published VisitBritain forecast projects 45.5 million international visits and £35.7 billion in spending for 2026. However, the official forecast page states that the projection was developed before the Iran conflict and is likely to be downgraded after weaker bookings from the Middle East and India and broader pressure from fuel costs and inflation.

Critical operational takeaways for travel agents and tour operators

• Build London-plus-region packages: Retain London as the arrival anchor while adding two or more overnight regional destinations.
• Prioritise off-peak inventory: Contract hotels, guides and attractions for weekdays and shoulder periods, with clear price advantages over peak departures.
• Secure timed admission: Popular studios, estates and heritage attractions may have restricted capacity, seasonal hours or advance-booking requirements.
• Develop alternative locations: Maintain substitute sites for filming closures, private events, severe weather, conservation restrictions or local capacity controls.
• Package themes rather than one title: Multi-production heritage, landscape or studio itineraries reduce dependence on the popularity and licensing position of a single programme.
• Localise the customer journey: Provide Mandarin and Arabic information, Indian dietary clarity, family-room configurations, recognised payment options and culturally appropriate services.
• Protect against demand volatility: Use flexible deposits, realistic cancellation conditions and staged supplier commitments where flight bookings remain exposed to geopolitical disruption.
• Measure economic conversion: Track regional nights, average trip length, weekday occupancy, attraction revenue, transport sales and visitor spend instead of relying only on digital engagement.

Screen tourism could reshape Britain’s long-haul regional strategy

Screen tourism gives the United Kingdom an unusual mechanism for influencing where travellers go, when they arrive and how long they remain. China, India and Saudi Arabia already combine considerable visitor expenditure with high engagement in screen-related travel.

The long-term constraint is not the absence of international fascination. It is the operational task of turning that fascination into reservable, transport-connected and culturally adapted regional products.

When London is treated as a gateway rather than the complete itinerary, Britain’s film and television locations can support longer stays, stronger off-peak demand and wider distribution of international tourism revenue. The travel businesses that connect aviation, accommodation, regional transport and bookable screen experiences will be best positioned to capture that growth.

FAQs

1. What is screen tourism in the United Kingdom?

Screen tourism refers to travel inspired by films, television programmes, studios, filming locations and related attractions. In the United Kingdom, it includes visits to historic estates, cities, coastlines, countryside locations, museums, studio tours and themed experiences connected with British and international productions.

2. Why are China, India and Saudi Arabia important for UK screen tourism?

VisitBritain research identifies China, India and Saudi Arabia as high-potential long-haul markets for screen-related travel. Travellers from these countries show strong interest in visiting filming locations, exploring lesser-known British destinations and travelling during quieter periods.

3. How can screen tourism support off-peak travel across Britain?

Film and television content can encourage travellers to visit during shoulder seasons, weekdays and quieter periods. Tour operators can support this demand by creating lower-priced off-peak packages that combine regional hotels, rail travel, attractions and guided location tours.

4. Why does London-centred air access create a regional tourism gap?

Most direct air capacity from China, India and Saudi Arabia continues to arrive through London. This means regional destinations may not benefit automatically from long-haul visitor growth. Travel businesses must connect London arrivals with rail, domestic flights, coaches or private transfers to convert demand into regional overnight stays.

5. Which UK regions could benefit from screen-inspired travel?

Screen-related tourism can benefit destinations across England, Scotland, Wales and Northern Ireland. Opportunities exist in historic cities, rural landscapes, coastal areas, heritage estates, studio locations and smaller communities that have appeared in film and television productions.

6. What does this trend mean for travel agents and tour operators?

Travel agents and tour operators can build longer London-plus-region itineraries, secure advance attraction access, combine several screen locations and package accommodation with domestic transport. This can increase trip length, regional visitor spending and off-peak sales.

7. Could screen tourism reduce pressure on London?

Screen tourism could help distribute some visitor expenditure beyond London by encouraging travellers to add regional destinations to their itineraries. However, London is likely to remain the principal gateway and a central part of many UK trips rather than being removed completely.

8. Why is the Saudi Arabian market particularly valuable?

Saudi visitors record high average expenditure per UK trip and often seek premium accommodation, family-friendly services and personalised travel arrangements. Screen-inspired regional packages can appeal to this market when they include suitable room configurations, private transport, halal dining and culturally appropriate services.

9. How does India create a screen-tourism and business-travel opportunity?

India generates substantial leisure, business and visiting-friends-and-relatives travel to the UK. Agents can add short screen-tourism extensions to corporate trips, conferences and family visits, particularly from London, Birmingham and Manchester.

10. What risks should travel companies consider when selling screen-tourism packages?

Operators should plan for attraction capacity limits, seasonal opening hours, filming closures, transport disruption, licensing restrictions and sudden changes in destination popularity. Flexible itineraries, alternative locations, clear cancellation terms and reliable regional transport arrangements can reduce operational risk.