VisitBritain shines the spotlight on set-jetting at TIFF

With London and West Yorkshire featured prominently throughout the new movie Ink, VisitBritain celebrated its Starring GREAT Britain campaign during a TIFF screening for the film’s Canadian premiere yesterday.

“Our research into set-jetting revealed the 87% of Canadian travellers want to visit filming locations when they visit the U.K.,” shares Cathy Stapells, VisitBritain Director Canada. “Our Starring GREAT Britain campaign really allows us to showcase different areas and to promote further into our nations and regions. All of these different films allow us to showcase these amazing parts of England, Scotland and Wales to travellers.”

Ink tells the story of the dramatic 1969 rise of the British tabloid newspaper The Sun under Rupert Murdoch and editor Larry Lamb. While Guy Pearce and Jack O’Connell are the stars of the Danny Boyle-directed feature, the destination also shines.

“We’re working alongside all of our trade partners to develop filming location itineraries and to include some of that into existing itineraries,” she says. “It’s often a great hook. Through webinars and seminars we’re building awareness with travel advisors.”

Set-jetting remains a huge trend for VisitBritain. Outlander, Bridgerton, Peaky Blinders, James Bond, Ted Lasso and The Crown are just a few of the recent titles drawing in large volumes of visitors.

“Outlander is still incredibly popular for Scotland, Peaky Blinders is still really important for the West Midlands,” she adds.

Notably, air service from Canada to various parts of Britain is on a roll this year.

“We are so thrilled with the investment in airline connectivity. The new WestJet Toronto–Cardiff service, which was basically sold all season and is already on sale for 2027, Air Canada now is going year-round into Manchester, so we’re really just absolutely thrilled with this development,” Stapells says. “Our forecasts are for a record-breaking 2026: a million visits and a billion pounds of spend.”