VisitBritain Takes Starring Role at Toronto International Film Festival

VisitBritain is celebrating set-jetting – a term used to describe travellers who visit a destination because of a role in movie or TV show – at the Toronto International Film Festival with a new campaign showcasing all the UK has to offer.

VisitBritain’s latest research shows that among those Canadian visitors considering a trip to the UK, 87% of those surveyed would be interested in visiting a film or TV location.   Visitation from Canada was 944,000 in 2024, set to grow to 983,000 in 2025 and in 2026, is expected to reach 976,000. Canada is a top 10 inbound market for visitor spend – Canadian visitors are forecast to spend £942million during trips to the UK in 2025. Canadian visitors stay longer (average of 9 nights versus an all market average of 7 nights) and spend more than an average visitor per trip. 

With the 50th Anniversary of TIFF now underway, Britain’s national tourism agency has plans to showcase the places travellers can visit on September 8 at a “Starring GREAT Britain” reception and at a TIFF Gala Presentation of Hamnet, which features locations in Wales and Herefordshire.

“Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract Canadian visitors and drive their spending across our nations and regions, boosting local economies,” said VisitBritain CEO Patricia Yates. “Here at TIFF, celebrating the festival’s 50th anniversary, we’re using film and TV as the hook to tell the story of Britain today – showcasing our dynamic and diverse destinations and putting our warm welcome centre-stage.”

40 British films and co-productions will be at TIFF this year including:

• Edinburgh’s Royal Mile and Lincolnshire’s Burghley House sending shivers down spines in the new adaptation of Frankenstein.
• National Trust-managed Cwmmau Farmhouse in Herefordshire is the filming location for the childhood home of Agnes (Anne) Shakespeare in Hamnet
• The Big Six Inn, a historic pub in Halifax, West Yorkshire, served as a local Yorkshire pub in The Choral.

In addition, VisitBritain will highlight filming locations across Yorkshire, at Highclere Castle and locations in London’s West End at a screening of British film Downton Abbey: the Grand Finale (showing outside the festival). The joint events with UK government colleagues will highlight Britain’s visitor offer alongside it’s vibrant creative industries.

“From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, we’re inspiring Canadians to put themselves in the picture, discover more and book a trip to Britain right now,” adds Yates.

Britain has long been a favourite among travellers who are TV and movie fanatics, with the shooting locations of big hits such as Bridgerton, Harry Potter and Peaky Blinders being must-see destinations.