Pinkies up! VisitBritain celebrates film tourism at Downton Abbey party in Toronto

“What’s a weekend?” is a line known by all Downton Abbey fans, and while it wasn’t a weekend Monday night (Sept. 8), travel media and partners still gathered at a Downton Abbey-style reception, hosted by VisitBritain, at the historic Windsor Arms Hotel in Toronto.

Among strains of live classical music, ladies and gents in 1920s costumes and themed drinks such as “The Lady Mary,” “The Crawley G&T” and “The Dark + Charlie,” there was an air of sophistication as attendees celebrated set jetting – when travellers journey to the filming locations of popular shows and films.

It’s a travel trend VisitBritain is leaning into.

READ MORE: VisitBritain puts screen tourism campaign in the spotlight at TIFF 2025

"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,” said Patricia Yates, CEO of VisitBritain, Great Britain’s official tourist agency.

Britain lands at TIFF

In the midst of the Toronto International Film Festival (TIFF), VisitBritain is reinforcing their “Starring GREAT Britain” campaign, which shines a spotlight on the many films and television productions that take place in Britain.

There are 40 films in TIFF this year which are either UK produced or UK co-produced features, making up an impressive 30 per cent of the total films being presented.

Film and TV sets in Britain are always a huge draw for tourists, visiting places like the filming locations used in Bridgerton, Peaky Blinders, and of course, Highclere Castle, the real abbey in fictional Downton.

This year’s Britain-based films include Hamnet, Frankenstein and Eternal Return.

The film and television industry is extremely important to tourism for Great Britain, explained Yates, who is from London, England.

“I think it’s those stories we tell, isn’t it?” she said, speaking with PAX. “We connect with worldwide audiences with all the global platforms that we have and they really inspire a passion for travel.”

She said nine in ten people internationally want to come to Britain “to see somewhere that they’ve fallen in love with in a film or on TV.”

“It’s a really good time for Canadian travellers” said Yates. “We’re forecasting this year just shy of a million visitors, spending 942 million pounds, which is over 10 per cent versus last year on value.”

Virgin Atlantic launched Toronto to Heathrow flights in the spring, which is making a big difference, Yates said.

“Virgin have come into the market so that shows a certain confidence from the airlines. We’re very much focused on getting more Canadians to come to explore more and stay longer,” she said.

READ MORE: "Canada, we’ve missed you!” Sir Richard Branson launches Virgin Atlantic at YYZ

British Consul General Fouzia Younis, MBE, shared the enthusiasm over Virgin.

“When I met with Richard Branson in April, here [in Toronto], he told me that they are already seeing a profit on the Toronto to Heathrow route.”

As for Britain’s presence at TIFF, Younis hinted that there might be a “UK House” at next year’s festival.

Beyond London

The screen-tourism campaign, which first launched in January, is helping tourists to discover more of England outside of London – although the capital continues to be the main destination for Canadians.

“London is the jewel in the crown isn’t it?” said Yates. “Everyone knows about it and wants to come. If they want to come to Britain, they want to come to London. But we’re also a really small country. Within a couple of hours from London, you can be in Liverpool, Manchester, or the Lake District. And of course, in another hour, you’re up into Scotland.”

The strength of Britain’s film tourism campaign is “every region has a story to tell,” Yates said.

“We’ve seen regions really building product that tells the stories,” she said. “If you go to Bath, there are the Bridgerton Tours and afternoon teas, if you go to Annick Castle in Northumberland. It’s a really historic castle. If you go out in the back, you will recognize it as the Quidditch pitch [from Harry Potter]. All those stories delight everyone.”

Ancestry travel is also a big draw for Canadians, Yates added.

“Canadians have a historical link with Britain. Canadians are already a market that explore more and stay longer,” she said.

Guests at the event were treated to an advance viewing of the film Downton Abbey: The Grand Finale (not an official TIFF movie, but courtesy of VisitBritain)

Downton Abbey, the television series, first aired in 2010, and ran for six seasons. Since then, there have been two movies, and now the latest, “The Grand Finale,” which is set for wide release on Sept. 12, 2025.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.