Brits Falling For Set-Jetting As Literary And Film Locations Inspire UK Travel Boom

Four in five Brits (83%) are interested in visiting a literary-inspired location, while a quarter (25%) say they’ve visited one after seeing it in a film based on a book
Two in five (41%) say their main motivation is to “walk in the footsteps of the characters”, while around a quarter (24%) say books and films make destinations feel more romantic or interesting
Nearly a quarter (23%) have been inspired to visit a location by a TV series, and 22% by a famous book, fuelling the rise of ‘set-jetting’ in the UK[1]
UKinbound Sightseeing Tour Operator of the Year[2], Evan Evans, has launched a Literary Location Insight Pack to boost immersive literary tourism experiences across iconic UK destinations

A new study from UK tour operator Evan Evans suggests stories are increasingly driving real-world travel, with a quarter (25%) of Brits saying they have visited a location because it featured in a film based on a book.

The findings point to the growing pull of set-jetting – where travellers visit destinations linked to books, films and TV adaptations – as storytelling continues to shape travel choices and experiences.

The survey of over 2,000 adults found that more than four in five (83%) are interested in visiting at least one literary or film location.

Story-led travel extends beyond sightseeing. Two in five (41%) said their main motivation is to “walk in the footsteps of the characters”, while around a quarter (24%) said books and films make destinations feel more romantic or interesting. For 17%, the appeal is the romance of visiting itself.

Adaptations remain a key driver of literary tourism. Alongside those who have already visited a literary location, 23% said they had been inspired by a TV series, while 22% cited famous books.

Interest in literary travel often builds over time, with a fifth (20%) saying they were inspired by books studied at school and 14% influenced after friends visited first.

Digital culture is also playing a role. Around 13% said literary or filming locations make strong social media content, while 5% enjoy recreating scenes at iconic sites and 4% would consider proposing at a literary location.

Kayon Hibbert, Guides Manager at Evan Evans, who oversees guided tours to destinations including Windsor, Oxford and Bath comments: “Literature is inspiring more UK travel than ever. People aren’t just visiting destinations – they’re stepping into the worlds of beloved stories, where landscapes, cities and landmarks come alive with emotion and atmosphere. Screen adaptations are making those worlds feel even more tangible, inviting travellers to explore them for themselves.”

The UK’s literary and cinematic heritage continues to hold strong appeal for travellers. The top five most visited literary locations are:

The trend is further reflected in search behaviour, with Google data showing a 222% surge in queries for “where is Wuthering Heights filmed.”[3] In response, Evan Evans has developed a new Literary Location Insight Pack designed to enhance immersive cultural tourism experiences and deepen engagement with iconic literary settings across the UK.

Evan Evans offers guided tours and private sightseeing experiences across the UK, from Bath and Windsor – associated with Jane Austen’s Pride & Prejudice and Sense & Sensibility – to Oxford, a backdrop for literary and period dramas, and London, home to Shakespeare’s Globe and literary heritage including Hamnet. More information is available at www.evanevanstours.com