The popular British comedy-drama series Fleabag sold out its limited theatre production run within an hour. As television series enjoy a renaissance, fan culture around shows is thriving, and opening up possibilities for repurposed narratives, enhanced by a ‘final season’ catch.

Thanks to hit TV show Peaky Blinders, which depicts Brum's gangster-led underworld at the turn of the 20th century, the city has witnessed a tourist boom. Driven by a desire for memorable travel experiences, ‘screen tourism’ is on the rise as people visit the places they’ve come to love on-screen.

Reality dating showLove Islandis gaining popularity year on year– particularly with Gen Y. The show is endearingly relatable, offering a snapshot of human life and it makes for compulsive viewing that brings people together. So how can brands tap into its cult following?

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?