A campaign launched by VisitBritain in 2017 puts a familiar face at the heart of tourism in the UK – Paddington Bear. As holiday-makers increasingly seek out experiences, some are finding inspiration in their favourite films and shows. But why do we want to act out the movies on our vacations?

Japanese anime is renowned for its beautiful scenery, often inspired by real life settings. People’s love of the medium is now transferring from the screen to the physical world, with fans taking trips to visit the locations from their favourite series and films – known as seichi junrei.

There's been an increase in trips booked from the UK to India, and destination specialist Wendy Wu Tours has credited TV and films for that growth. With people having trouble trusting traditional advertising, media and social media platforms are becoming key drivers for tourism.

Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?