One in five tourists are influenced by what they see on screen when choosing their destination. With a strong backlist of internationally recognised films and TV, alongside the increased demand for filming in the county, screen tourism is a unique selling point for Hertfordshire.
The Visit Herts Screen Tourism Product Audit, conducted alongside expert Seren Welch, reviews the strengths, opportunities, and gaps of screen tourism for the county. Within the product audit, a strong backlog of filming in Hertfordshire signalled an opportunity to develop Hertfordshire as a screen destination.
To support tourism businesses in Hertfordshire to ensure they are maximising filming opportunities, with the support of consultant Seren Welch and Filming in England. Visit Herts has pulled together a variety of resources packed with tips and advice for businesses, including actionable checklists to help with production company enquiries through to fully developing a screen tourism product.
The successful Herts Camera Action project has supported partners across the destination in working closer together to ensure the destination maximises the opportunities presented by the film industry. These opportunities include supporting local businesses and residents by driving visitor footfall and spend and providing a wrap-around supply chain which delivers world-class skills, innovation, and workforce development.
In the recent Herts Camera Action perceptions study, 32% of respondents claimed to associate Hertfordshire with film, TV and screen related experiences. This presents a huge opportunity for Hertfordshire to build upon this awareness of Hertfordshire’s role on screen by developing new experiential products to reach more elusive consumer segments. These experiential products will engage a younger audience, encouraging them to seek out landscapes and heritage locations, in addition to enticing international visitors to go off the beaten track. Screen tourism itinerary development and destination promotion will help connect film locations with town centres across Hertfordshire, using Hertfordshire’s wealth of filming locations as a catalyst to drive footfall and spend in local communities.