North East lands starring role in film tourism push

A tourism campaign is using a major film release to attract thrill-seeking visitors to the North East.

Destination North East England has joined forces with VisitBritain and Sony Pictures to launch a campaign around the cinematic release of Academy Award-winning director Danny Boyle’s 28 Years Later, which was filmed at several iconic local landmarks.

As excitement builds for the follow-up to 28 Days Later, fans are being invited to explore film locations across the region, including the Holy Island of Lindisfarne, Kielder Forest and a recreated Sycamore Gap. 

Landmarks including Penshaw Monument and Raby Castle were recently lit up with the film’s biohazard symbol and the campaign hashtag #VisitIfYouDare.

Tynemouth Priory and Castle (top) and Raby Castle, in County Durham, illuminated with the biohazard symbol from the film

North East mayor Kim McGuinness said: “We’re making the North East the best place for film and TV, whether that’s in local production, new jobs or incredible set locations you won’t find anywhere else.

“We’re driving a renaissance in local production by putting almost £1 million into the work of our partners North East Screen, and the eagerly awaited release of 28 Years Later shows how creativity and tourism can come together to create jobs and opportunity in unexpected ways.

“Our stunning landscapes and landmarks have starred in so many iconic shows and films and brought thousands of new visitors to the North East.  

“This is the latest thrilling chapter in that story.”

The campaign builds on VisitBritain’s #StarringGreatBritain initiative and will use the international profile of 28 Years Later to showcase the area’s dramatic landscapes, historic sites and vibrant cities to a new wave of film-loving travellers.

Patricia Yates, chief executive at VisitBritain, added: “This promotional campaign is a fantastic opportunity to harness the powerful draw of screen tourism to make the region the real star of the show.”

“Our international Starring GREAT Britain campaign uses films and TV shows as the hook to tell the story of our diverse destinations such as the North East, to encourage new visitors to come now and explore more, growing visitor spending into local economies.”

The activity forms part of a wider effort by the region’s visitor economy leaders to grow tourism to £10 billion by 2034, capitalising on the global appeal of screen tourism.

Ian Thomas, chief operating officer at NewcastleGateshead Initiative, which leads Destination North East England, added: “There’s never been a more thrilling time to visit North East England and explore the truly unique and stunning locations featured on screen. 

“As the land of a hundred castles, vibrant towns and cities, two UNESCO world heritage sites and acres and acres of unspoilt countryside and coastlines, it’s no wonder Hollywood is descending on the region, showcasing the real star of the show to audiences around the world.

“Maximising the draw of screen tourism will play a huge part in our ambitions to grow the visitor economy, and I’m delighted our team are working with Sony Pictures and Visit Britain to allow travellers to step right into one of the most hotly anticipated films of the year, as we invite you to visit… if you dare!”

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