Set-jetting - holidays inspired by well-known film and TV locations - is the latest trend cementing Wales on people’s ‘top places to visit’ lists in 2025.
Following the success over Christmas of the now most-watched episode of TV in the last century, and with 2024 having also showcased countless on-screen Welsh locations to a global audience, the positive effects of this phenomenon on Welsh tourism are growing.
Gavin and Stacey’s influence on tourism has spanned 17 years, but the first week of January 2025 saw tens of thousands of fans heading to the Visit Wales website for information on visiting the area or join the infamous Dave Coaches’ tour.
The immensely popular Game of Thrones prequel, House of the Dragon, showcased a variety of stunning north Wales locations in season two - from Gwynedd to Anglesey and over to Conwy - these picturesque coastlines, islands and landscapes have furthermore highlighted north Wales as a must-visit destination.
These successes come as VisitBritain today (Tuesday 28 January) launches ‘Starring GREAT Britain’, a global screen tourism campaign to boost inbound tourism, using the hook of films and TV shows to attract international visitors and drive their spending across the nations, boosting local economies.
Visit Wales has partnered with VisitBritain to support the launch of this major international campaign which will feature House of the Dragon’s epic locations at its fore. It’ll be promoted around the world, including to the USA, Germany, France and Australia.
Tens of millions of people from around the world visit the UK every year for leisure, with an estimated £32.5 billion visitor spend last year alone.
Set-jetting continues to play a big part in that, and with Wales’ creative sector going from strength-to-strength, the visitor economy reflects that - which naturally VisitBritain, Visit Wales and others are keen to showcase.
VisitBritain’s research reveals that more than 9 out of 10 potential visitors to the UK are eager to include TV and film locations in their itineraries. Additionally, nearly 20% of UK-based holidaymakers expressed interest in visiting destinations in Wales featured in movies, TV, or literature.
For further information please select the following links:
- Set-jetting: the latest trend showcasing Wales to the world | GOV.WALES
- 'Starring GREAT Britain' campaign | VisitBritain.org
Image credit: Theo Whiteman and HBO