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The phenomenon of "set-jetting"—the act of traveling to locations featured in film and television—is fundamentally altering the tourism landscape across the United Kingdom. By transforming literary classics and television scripts into tangible destinations, historic sites in England and Scotland are experiencing a renewed wave of international interest. These locations offer more than just a backdrop for a scene; they provide a gateway into the architectural, cultural, and natural history of the British Isles.
For the modern traveler, the draw of these sites lies in the intersection of fictional narrative and historical reality. Whether it is the rugged moorlands of Devon or the manicured lawns of a Hampshire estate, these destinations allow visitors to step into a curated version of the past while supporting local economies through independent shops, traditional inns, and regional guides.
Dartmoor, Devon: The Wild Landscapes of Sense and Sensibility
The raw, untamed beauty of Dartmoor National Park in Devon has served as the visual anchor for the recent adaptation of Jane Austen’s Sense and Sensibility, featuring Daisy Edgar-Jones. Unlike the formal gardens typically associated with the Regency era, this production focused on the rustic simplicity of rural life.
Ditsworthy Warren Farm, a historic farmhouse nestled within the open moorland, was utilized to portray Barton Cottage. The site emphasizes the starker, more isolated side of 19th-century England, characterized by granite hills and wind-swept plains. This environment appeals heavily to photographers and hikers who prefer natural heritage over urban attractions.
Beyond the specific filming site, the region offers diverse coastal experiences. Travelers can visit the Jurassic Coast near Exmouth or the expansive beaches of Croyde and Woolacombe in North Devon. For those seeking urban history, the city of Exeter provides a medieval center and a renowned cathedral. Additionally, the granite formations of Hound Tor and its adjacent deserted medieval settlement offer a deeper dive into the region's ancient past.
Logistics: Travelers typically access Devon via trains from London Paddington to Exeter, with transit times ranging between two and three hours. Reaching the remote interior of Dartmoor requires a rental car or local transport.
Herefordshire: Medieval Settings for Hamnet
In Herefordshire, the focus shifts from the romanticism of Austen to the familial tragedy of Hamnet, the adaptation of Maggie O’Farrell’s novel directed by Chloé Zhao. The production explores the life and loss surrounding William Shakespeare's family, requiring a setting that evokes the late 16th century.
Cwmmau Farmhouse, a timber-framed structure dating back to the 15th century, served as a primary location. The building's authentic rural architecture provides a direct link to the era of Shakespeare. This connection has bolstered Herefordshire's status as a premier destination for heritage tourism.
Visitors to the area often frequent Weobley, a village celebrated for its black-and-white timber buildings, or the Hereford Cathedral. The cathedral is home to the Mappa Mundi, one of the most significant medieval maps in existence. For literary enthusiasts, the nearby town of Hay-on-Wye, known globally as the "town of books," offers an extensive collection of second-hand bookstores and cultural events.
Logistics: Rail travel from London to Hereford generally takes approximately three hours. Access to Hay-on-Wye is primarily via road or regional bus services.
Lower Slaughter, Cotswolds: The Regency Charm of Emma
The 2020 cinematic version of Emma, starring Anya Taylor-Joy, utilized the village of Lower Slaughter in Gloucestershire to recreate the fictional town of Highbury. The village is defined by its honey-colored limestone cottages and quiet lanes, which perfectly mirror the aesthetic of the Regency period.
The River Eye flows through the heart of the village, crossing stone bridges that have remained largely unchanged for centuries. Visitors can explore the Old Mill or engage in countryside walks that lead toward other famous Cotswold villages. Bourton-on-the-Water, with its iconic low bridges, and Stow-on-the-Wold, known for its traditional tea rooms and historic storefronts, are frequently paired with Lower Slaughter in a single itinerary.
Logistics: The most efficient route from London is a train from Paddington to Moreton-in-Marsh, taking roughly 90 minutes, followed by a short taxi or bus ride to the village.
Rye, East Sussex: Cobbled Streets of Pride and Prejudice
The historic town of Rye in East Sussex recently served as the setting for the Netflix adaptation of Pride and Prejudice, written by Dolly Alderton. The production utilized the town's medieval architecture to represent the fictional Meryton.
The most photographed area, Mermaid Street, is famous for its steep cobblestones and leaning historic houses. Beyond its screen fame, Rye offers several cultural landmarks, including the tower of St Mary’s Church, which provides panoramic views of the coast. The Rye Castle Museum and Lamb House offer insights into the town's maritime and literary history, while the medieval Landgate stands as a sentinel of the town's ancient defenses. For a change of pace, the nearby Camber Sands provides a stark, beautiful coastal contrast to the town's narrow streets.
Logistics: Travelers can reach Rye from London St Pancras International, typically changing at Ashford International. The total journey time is generally between one hour and 15 minutes and one hour and 40 minutes.
Highclere Castle, Hampshire: The Legacy of Downton Abbey
Highclere Castle in Hampshire remains perhaps the most globally recognized filming location in the UK. As the primary setting for Downton Abbey, the estate has become a pilgrimage site for fans of the series.
The castle is renowned for its opulent interiors, grand staircases, and sprawling gardens, which embody the peak of British aristocratic life. The estate's ability to blend real-world history with a fictional narrative has made it a cornerstone of Hampshire's tourism industry.
Why This Matters: The Shift Toward Experiential Travel
For the traveler, the rise of screen tourism represents a shift from passive viewing to active experience. Visiting a location like Lower Slaughter or Highclere Castle is no longer just about "seeing where a movie was filmed"; it is about engaging with the architectural and social history that the production highlighted.
From a logistical standpoint, this trend is decentralizing tourism. While London remains the primary hub, productions like Hamnet and Sense and Sensibility drive traffic toward rural farmhouses and national parks in Herefordshire and Devon. This distributes economic benefits to smaller villages and encourages the preservation of historic buildings that might otherwise fall into disrepair.
For the visitor, this creates a more personalized travel experience. Instead of following a standard guidebook, travelers are now building itineraries based on emotional connections to stories. This "narrative-driven travel" encourages deeper exploration of the UK's regional identities, moving beyond the typical tourist traps to discover the authentic, quiet corners of the British countryside.
Slug: british-period-drama-filming-locations-heritage-tourism
