Lights, Camera, Check-In:
The Cotswolds' recent rise as one of Britain's most recognisable on-screen destinations is creating opportunities far beyond the film and television industry. For hotels, restaurants, pubs and visitor attractions, the growing exposure is translating into increased demand, higher visitor spending and a stronger international profile.
This trend forms part of the wider phenomenon known as "set-jetting", tourism inspired by film and television. According to Expedia's 2026 Set-Jetting Forecast, 53% of travellers report an increased desire to visit destinations they have seen on screen, while 81% of Gen Z and Millennial travellers now use television and film as inspiration when planning holidays (Expedia, 2025). The same report estimates screen-inspired tourism could become an $8 billion industry in the United States alone (Expedia, 2025).
The Cotswolds is particularly well positioned to benefit from this shift. Its combination of historic villages, country estates, independent hotels and acclaimed food scene offers visitors the opportunity to step directly into the landscapes they have admired on screen. Unlike purpose-built film sets, the region provides an authentic experience that visitors can actively participate in.
For the hospitality sector, this creates a powerful commercial advantage. Visitors inspired by television are typically seeking more than a quick day trip. They are looking for immersive experiences: a stay in a boutique country hotel, dinner in a traditional inn, locally sourced produce and the slower pace of rural life that the region has come to represent.
The economic implications can be significant. Recent reporting following the success of Rivals found that travel to key gateway stations serving the southern Cotswolds increased by 22%, demonstrating how screen exposure can quickly translate into real-world visitor growth (The Sun, 2026). Resulting in direct revenue for hospitality venues, as well as showcasing new dining experiences and hotel destinations.
Beyond immediate revenue, television exposure provides something equally valuable: global destination marketing. The official Cotswolds tourism website attracted more than 1.6 million users in 2024, reflecting sustained international interest in the region and its visitor offering (Cotswolds Tourism, 2025).
For hospitality operators, the challenge is no longer attracting attention but capitalising on it. The businesses most likely to benefit are those that can deliver the authentic, high-quality experiences visitors expect after seeing the region portrayed on screen.
References
Cotswolds Tourism (2025) Tourism Facts & Figures. Available at: Cotswolds Tourism website. Accessed 8 June 2026.
Expedia (2025) 2026 Set-Jetting Forecast. Expedia Group. Available at: Expedia Newsroom. Accessed 8 June 2026.
The Sun (2026) Tiny Cotswolds village seeing Rivals boom in tourism. Published 4 June 2026. Accessed 8 June 2026.