Visit Northumberland and Visit County Durham have joined forces to mark 25 years of the Harry Potter film series with a new campaign celebrating two iconic filming locations: Durham Cathedral and Alnwick Castle.
The original film, Harry Potter and the Philosopher's Stone, arrived in cinemas in November 2001, and the two North East areas are leveraging their lasting connection to the wizarding world. Both destinations served as backdrops for memorable moments in the films, and the organisations behind the campaign want people to discover these locations in person.
Campaign Highlights and Global Appeal
The campaign includes a new video showcasing the locations, allowing fans to learn about the connection and plan a visit while highlighting the wider appeal of both places. It coincides with VisitBritain's international influencer visit, which uses the appeal of film and television to inspire visitors from around the world.
The continued global appeal of the Harry Potter series provides a 'strong opportunity' to connect the North East with the Starring Great Britain campaign. Visitors can explore the historic cloisters of Durham Cathedral or take part in broomstick training at Alnwick Castle, as well as exploring the wider areas around the attractions.
Local Leaders on the Magic
Andrew Fox, chair of Visit Northumberland, said: "Alnwick Castle's role as Hogwarts School of Witchcraft and Wizardry in Harry Potter has always been a driver for visitors to come and experience the magic of Northumberland."
He added: "The 25th anniversary has created a fantastic opportunity for us to work with Visit County Durham to show fans that the magic carries on well beyond the castle walls, as Northumberland's charming market towns, traditional pubs, outstanding castles and the mysterious Poison Garden at The Alnwick Garden all link thematically to the Harry Potter experience."
Michelle Gorman, managing director of Visit County Durham, said: "The Harry Potter films have helped introduce audiences around the world to some of our county's most distinctive locations."
She continued: "Twenty-five years on from the release of the first film, the magic continues, with visitors able to explore the places that brought parts of the wizarding world to life while discovering everything else we have to offer."
Encouraging Regional Exploration
Gorman added: "Working with Visit Northumberland gives us an opportunity to harness our shared screen tourism story and the experiences available across both destinations, encouraging visitors to explore more of the region, stay longer and discover somewhere new."
