Wuthering Heights success brings spark in interest
The success of Emerald Fennell’s adaptation of Wuthering Heights has sparked a fresh tourism boom across the Yorkshire Dales. Luxury holiday cottage company Holiday at Home reports a 25% increase in new bookings for Yorkshire holidays as film fans flock to explore the dramatic landscapes featured in the movie.
The picturesque West Yorkshire village of Haworth has long been a popular destination for tourists wanting to step into the environment that inspired each of the Brontë sisters’ famous literary works. But following the latest adaptation of Emily Brontë’s only novel – largely shot in the Yorkshire Dales National Park – there’s been a surge in renewed interest across the wider Yorkshire region.
Holiday at Home reports a 25.4% increase in new bookings placed since January compared to the same period last year, and the growing trend is reflected across the UK with searches for “Yorkshire holidays” also up by 25% since the film’s release.
Website data from Holiday at Home also shows impressions for search queries containing “Yorkshire Dales” more than doubled between January and March this year compared to the same period last year, while queries containing “Yorkshire cottages” rose significantly.
Film and television destinations influencing travel decisions
Film and television destinations are having an increasingly growing influence on travel decisions and the trend is commonly referred to as “set-jetting”.
Tourists visiting the UK spend an estimated £892 million each year in film-related screen tourism, while 81% of Gen Z and Millennial travellers now plan getaways based on TV shows and films.
Locations from Game of Thrones, Harry Potter and Bridgerton are amongst the UK’s most popular TV and film destinations to visit, and traditionally, the Yorkshire Dales has been showcased in shows such as All Creatures Great and Small and Emmerdale.
Now, the area is becoming synonymous with the latest adaptation of Wuthering Heights and international movie stars in Margot Robbie and Jacob Elordi, inspiring a new generation of visitors to the Yorkshire Dales and surrounding Brontë-associated locations.
Charlotte Denny, director at Holiday at Home said: “Yorkshire has long been one of the most popular regions in the UK to enjoy a staycation but the success of Wuthering Heights has really driven a fresh surge in demand for holidays in the area.
“We’re seeing more people searching for cottages across the Yorkshire Dales close to where filming took place and this also reflects the growing popularity of set-jetting, particularly for younger generations. Towns like Leyburn are within easy reach of the moorland landscapes you see in the film, and towns like Skipton serve as the perfect base for exploring “Brontë country” and everything the Yorkshire Dales has to offer.”
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