Monday, 23 May 2011


Brits set to holiday in Hogwarts?
Fictional tourism on the rise as 70% of Brits mistake fictional television settings for genuine towns!

Thousands of Brits believe the fictional settings of Emmerdale (14%), Albert Square (9%) and Weatherfield (7%) are genuine UK holiday destinations according to research released today by The hotel expert also found that as holiday-starved Brits lean towards a staycation this summer, over one third (36%) even admitted they wanted to holiday in a number of fictional destinations from Dibley to Downton this summer when questioned.

The survey of 2,000 British adults revealed that as Brits start to plan their summer staycations, fictional destinations are being considered as viable holiday choices. Confusing fiction for fact by favouring the likes of Emmerdale over Eastbourne and Craggy Island over Cromer, Brits also appear bedazzled by the magic of Harry Potter with 6% planning to visit Hogwarts this summer, in addition to Craggy Island (4%) and even Albert Square (4%).

As period dramas enjoy a resurgence, almost one in ten Brits (9%) named Downton Abbey and Pride and Prejudice’s Meryton as real UK holiday hotspots, with 3% considering visiting this summer. Meanwhile, 7% of fans gripped by Midsomer Murders believe that murderous Midsomer is a genuine UK town, with 4% even considering risking their lives with a trip to the fictional destination this holiday season!

Alison Couper, Communications Director at, said: “When planning a staycation, we’d advise Brits get a good old fashioned map out to explore some of the fantastic holiday locations across the country, rather than relying on fictional television destinations – where drama may well follow them!”

The Top Ten most mistaken fictional destinations are:

1. Emmerdale
2. Albert Square
3. Weatherfield
4. Midsomer
5. Craggy Island
6. Hogwarts
7. Downton
8. Hollyoaks
9. Dibley
10. Meryton


For more information, please call:

Frank PR on 020 7693 6999 or email

Notes to Editors

*The research was carried out between 27.04.11—03.05.11
Sample: 2,000 UK adults
Destination Programme
Emmerdale Emmerdale
Albert Square Eastenders
Weatherfield Coronation Street
Midsomer Midsomer Murders
Craggy Island Father Ted
Hogwarts Harry Potter
Downton Downton Abbey
Hollyoaks Hollyoaks
Dibley Vicar of Dibley
Meryton Pride and Prejudice

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