TORONTO — VisitBritain’s industry partners got a front row seat for an experience in screen tourism – also known as ‘set-jetting’ – thanks to a new movie at the Toronto International Film Festival on Friday.

‘The Salt Path’ with Gillian Anderson and Jason Isaacs showcased plenty of UK scenery including the town of Chepstow in Wales and Somerset in England, as well as the beautiful South West Coast Path through Devon, Cornwall and Dorset.

Blenheim Palace, as seen in Bridgerton and also Napoleon (photo credit VisitBritain Blenheim Palace Pete Seaward)

VisitBritain’s Diego Perez, Lynda Falcone, Ritushri Dhankher, Cathy Stapells and Pradnya Auti

Prior to the screening, VisitBritain’s partner tour operators, airlines, media and more gathered for cocktails at the TIFF Bell Lightbox.

Visitors to the UK can experience set-jetting first hand with excursions to film and TV locations, tours, attractions and more, said Cathy Stapells, Director, Canada for VisitBritain.

“We want to work with you to build itineraries to showcase the wealth of screen tourism product to your clients,” said Stapells.

She added that surveys show seven out of 10 visitors have visited a film or TV location in the UK, and nine in 10 potential visitors are interested in something similar.

This niche is such a going concern that last year VisitBritain and the British Film Commission signed a Memorandum of Understanding with the intention of boosting screen tourism throughout the UK’s nations and regions.

Popular franchises keep screen tourism’s momentum going strong. “Harry Potter is the gift that keeps on giving,” said Stapells. Other top perennial draws include Downton Abbey and Bridgerton.

VisitBritain’s TIFF events are becoming a series in their own right. Last year the tourism board hosted a well-received industry screening for Kristin Scott Thomas’ film, North Star.

Of course there’s much more to Britain than films and TV sets. British Consul General, Fouzia Younis, said Britain’s travel offering is robust, and unique. “No other counsul general can sell what I sell,” she said to applause. “And I don’t think another country can offer what we offer.”

That said, Younis knows the power of culture and entertainment when it comes to influencing travel choices. As for famously British movies, she has her own favourites, including Notting Hill, and The Holiday.

Black Country Living Museum outside Birmingham is used for the set of Peaky Blinders (photo courtesy VisitBritain Rod Edwards)

For lift there are 102 direct flights between the UK and Canada, said Younis.

Canadian travellers will have more options for getting to Britain starting next spring thanks to new flights with Virgin Atlantic.

As reported earlier this summer, the airline will return to the Toronto market after more than 20 years, with new daily service between Toronto Pearson and London Heathrow’s Terminal 3. Flights start March 30, 2025 with a mix of aircraft including the A330-900neo.

VisitBritain has more information about screen tourism here