Majority of UK Travellers Interested in Visiting Literary and Film Locations, Survey Finds :: Hospitality Trends

Survey Highlights Growing Interest in Literary and Film Locations

A new survey conducted by Mortar Research for UK tour operator Evan Evans indicates a significant rise in “set-jetting,” a trend where travellers visit destinations associated with books, films, or TV adaptations. The survey of 2,006 UK adults found that more than four in five respondents (83%) expressed interest in visiting at least one literary or film location.

A quarter of those surveyed (25%) reported having already visited a location after seeing it featured in a film based on a book. The data suggests that storytelling, whether in print or on screen, is an increasingly important factor shaping travel decisions.

Motivations Behind Story-Led Travel

The survey explored the reasons why people are drawn to these destinations. The most common motivation, cited by 41% of respondents, is the desire to “walk in the footsteps of the characters” from their favourite stories. Around 24% said that books and films make destinations feel more romantic or interesting, while 17% are attracted by the romance of visiting these sites themselves.

Inspiration comes from multiple sources. Nearly a quarter (23%) have been motivated to visit a location after seeing it in a TV series, and 22% have been influenced by famous books. For some, the interest develops over time; 20% said they were inspired by books studied at school, and 14% were encouraged after friends visited first.

Role of Digital Culture and Social Media

Digital culture is also contributing to the trend. About 13% of respondents said that literary or filming locations make appealing content for social media. A smaller proportion (5%) enjoy recreating scenes at iconic sites, and 4% would consider proposing at a literary location.

Popular Literary and Film Locations in the UK

The survey identified the most visited literary and film locations in the UK. The top five are: – Oxford (44%) – The Yorkshire Moors (39%) – Windsor Castle & The Long Walk, Windsor Great Park (36%) – Bath (33%) – The Globe (30%)

These destinations are associated with well-known works, such as Jane Austen’s novels, Shakespearean plays, and popular film adaptations.

Industry Response and New Initiatives

In response to the growing interest in set-jetting, Evan Evans has launched a Literary Location Insight Pack to enhance immersive literary tourism experiences across the UK. The pack is designed to help travellers engage more deeply with iconic literary settings.

The trend is also reflected in online behaviour. Google search data shows a 222% increase in queries for “where is Wuthering Heights filmed,” indicating rising curiosity about the real-world locations behind famous stories.

Conclusion

The findings highlight the strong influence of literature, film, and television on travel choices. The desire to connect with stories and characters is shaping tourism trends, with UK destinations such as Oxford, the Yorkshire Moors, and Bath seeing increased visitor interest. As digital culture and screen adaptations continue to drive engagement, tour operators and cultural sites are adapting to meet the demand for story-led travel experiences.