Liverpool hailed the 'The Ultimate Setting' in new city region tourism campaign

Visit Liverpool has launched a new campaign that showcases Liverpool City Region as a premier destination for film tourism.

As the most filmed UK city outside of London, Liverpool has played a starring role in numerous major film and TV productions, and this new initiative will invite visitors to explore the iconic locations that have brought Hollywood to the city.

This exciting campaign ‘Liverpool, The Ultimate Setting’, highlights the city’s rich film history and its reputation as a filming hub for blockbuster movies, television series and music videos. Films such as Harry Potter, Fantastic Beasts and Where To Find Them, The Batman, Captain America and TV series like Peaky Blinders have used Liverpool’s striking architecture and landscapes as backdrops, turning the city into a sought-after location for filmmakers from around the globe. Pop-superstar, Taylor Swift, even paid a visit to Liverpool in 2023 when she filmed the music video for her song ‘I Can See You (Taylor’s Version) (From The Vault)’ in the city.

Film tourism has become a significant contributor to Liverpool’s economy and with the rise in set-jetting tourism in recent years, has created jobs, increased hotel occupancy, and boosted local businesses. The new campaign is designed to attract both domestic and international tourists eager to see where their favourite scenes were filmed, further driving economic growth and brand recognition for Liverpool as a leading cultural destination.

VisitBritain’s latest research shows that film tourism is a significant motivator for travel. Ninety-one percent of potential visitors it surveyed, across 20 overseas markets, were keen to visit film and tv locations used in filming or seen-on-screen during their holidays in the UK.

Visitors will be able to find information on film locations and digital content on Visitliverpool.com encouraging them to step into the world of their favourite films and shows, walking in the footsteps of famous stars.

The campaign is in collaboration with Liverpool Film Office which is celebrating its 35th anniversary this year. As the first film office in Europe, Liverpool Film Office had its busiest year ever in 2023, with 301 film and TV productions filming across Liverpool City Region. That works out at: 1,933 film days, with the city not only showcasing itself, but also doubling up for New York, London, Moscow, Washington DC, the legendary Gotham City and many other global destinations.

Liverpool City Council’s Cabinet Member for Health, Wellbeing and Culture, Councillor Harry Doyle said:

“Liverpool has always been a city of creativity and culture, and we are excited to showcase our diverse film heritage to the world through this campaign. Film tourism offers a unique way to experience Liverpool City Region, and we’re thrilled to invite movie lovers and adventure seekers alike to discover the magic of this city through the lens of cinema and TV.”

Head of Liverpool Film Office, Lynn Saunders said:

“We’re thrilled to be working alongside VisitLiverpool for this campaign. As the first Film Office in Europe and in our 35^th year, it’s great that we’re able to see productions develop from script to screen and now bring set jetting alive in Liverpool. We hope everyone enjoys exploring Liverpool City Region as much as film and TV projects love to!”

VisitBritain/VisitEngland CEO Patricia Yates said:

“We know that film and TV are powerful motivators for travel, and it is great to see Liverpool launching this campaign to attract film loving visitors.

“It is also timely as VisitBritain gears up to roll out our international ‘Starring GREAT Britain’ marketing campaign, harnessing the set-jetting trend to boost visitor spending to Britain. Shining the spotlight on film-and-tv experiences makes our destinations the star of the show and encourages more visitors to come to explore our amazing destinations, putting themselves in the picture. “