As HBO prepares to reopen the doors of Hogwarts with its upcoming decade-long TV adaptation of Harry Potter, a fresh wave of Pottermania is set to sweep the globe. But while fans are debating casting choices and story arcs, another major transformation is brewing on the ground across the UK: a second boom in screen-driven travel, or “Pottourism.”
With millions of fans expected to trace the footsteps of a new generation of wizards, heritage destinations and tourism boards are asking a crucial question: Is this massive wave of pop-culture tourism a economic blessing or an operational curse?
That is precisely the subject of our research published in Tourism and Hospitality Research: “Pottourism: A blessing or curse for British tourist attractions?” (co-authored by Michael O’Regan and Jaeyeon Choe).
The Scale of the Spell: Over 30% of Visitors Are Driven by Fiction
To understand the real-world impact of Wizarding World fandom on British heritage, our study analyzed over 17,000 TripAdvisor reviews alongside in-depth stakeholder interviews across six iconic UK tourist attractions where the film series was shot or inspired.
The data reveals a striking reality: over 30% of visitors to these heritage sites are explicitly motivated by Harry Potter associations.
From the gothic cloisters of cathedral towns to the rugged Scottish Highlands, screen tourism has transformed centuries-old historic landmarks into narrative-driven pilgrimages. The economic benefits are undeniable—boosting regional footfall, driving gift shop revenue, and extending tourist seasons year-round.
However, managing a site where real-world history overlaps with fictional wizardry is a delicate balancing act. Our research introduces the concept of “layered authenticity”, the dynamic process where site managers must steward two distinct identities at once:
- Historical Authenticity: The real medieval architecture, centuries of local history, and cultural heritage.
- Fictional Authenticity: The magical world fans hold dear from books and films.
When fans arrive expecting to see broomstick flying lessons or the Hogwarts Express, heritage site managers face unique operational and preservation challenges:
- Overcrowding & Congestion: Surges in foot traffic strain local infrastructure, transport links, and delicate medieval architecture.
- Preservation vs. Commercialization: High demand for Potter-themed merchandise and photo-ops can alienate visitors who come purely for the site’s original historical significance.
- Visitor Expectations: Managing the mismatch between cinematic illusion and physical reality requires thoughtful storytelling and site interpretation.
Lessons for the HBO Era: Blessing or Curse?
Our research demonstrates that Pottourism is neither a pure blessing nor an inevitable curse—it is a complex, narrative-driven economy that requires sophisticated, proactive management strategies.
As the HBO series prepares to re-introduce Hogwarts to a whole new generation, British tourist attractions have a unique opportunity. Rather than treating screen tourism as an accidental side effect, destination managers must actively curate layered experiences that honor historical heritage while welcoming fictional fandoms responsibly.
My presenttionat the II International Conference on Literary and Film Tourism: Held on January 17–18, 2025, at the University of Algarve’s School of Management, Hospitality and Tourism (ESGHT) in Faro, Portugal.
AI image for illustrative Purposes:)
For a deeper dive into our methodology, case studies, and recommendations for destination managers and heritage organizations:
- Title: Pottourism: A blessing or curse for British tourist attractions?
- Authors: Michael O’Regan & Jaeyeon Choe
- Journal: Tourism and Hospitality Research (SAGE Publications)
- Access the full paper: DOI: 10.1177/14673584261456023