Social Media Stars Swap London for Yorkshire Moors Following Wuthering Heights Film
Traditionally, UK influencers have been synonymous with dining on overpriced small plates in Soho or sipping matcha lattes in Hackney. However, a dramatic shift is underway as social media personalities are now deserting the capital and heading north to West Yorkshire. This migration has been sparked by the recent release of the Wuthering Heights movie adaptation, drawing creators to the moody, windswept landscapes that form the backdrop to Emily Brontë's classic tale.
Moody Shots and Thematic Photoshoots Dominate Feeds
Influencers from across the globe are braving the grey, blustery weather of the North to capture atmospheric, brooding images on the iconic moors. These locations serve as the setting for the tumultuous love story between Catherine and Heathcliff, portrayed by Margot Robbie and Jacob Elordi in the film. The trend has ignited a wave of theatrical photoshoots, with influencers often seen wearing flowing white dresses to emulate the romantic, Gothic aesthetic.
High-profile creator Abby Roberts, who commands an audience of 15.6 million followers, posted content of herself 'wandering around the moors' in search of her own Heathcliff. The phenomenon isn't limited to mega-influencers. Those with smaller, more niche followings have also joined the pilgrimage. Daniela, a creator from Portugal, visited the 'iconic moors of Wuthering Heights' to 'discover the beauty inspired by Emily Brontë's masterpiece'.
Sustained Online Buzz Despite Mixed Film Reviews
Even as the initial hype from the film's release has subsided—amid mixed reviews that criticized its 'lewd, exhausting sex scenes'—the moors continue to generate significant online engagement. This week, travel influencer Sophie, with 62,300 followers, shared a video from a 'day spent on the moors in true Wuthering Heights style'. She described the wild weather and moments when the sun broke through, casting light across the valley.
Sophie also detailed her stay in a unique cottage booked through Airbnb, inspired by the film. She praised the inglenook fireplace for cosy evenings and the charming, character-filled rooms. Elsewhere, Emily Dawkins, who has 41,500 followers, filmed herself 'fangirling on the moors' while wrapped in a puffer coat. Up-and-coming musician Zephyr, with 1,575 followers, trekked to the windy moors to film a friend for a video set to Kate Bush's hit song, 'Wuthering Heights'.
Tourism Surge and Brand Partnerships Transform the Region
This influencer-driven trend marks the beginning of a new crescendo of popularity for West Yorkshire. Last month, the picturesque village of Haworth, home to the Brontë sisters, experienced a tidal wave of tourists descending onto its tiny cobbled streets. To coincide with the film's premiere on February 13, major brands descended on Yorkshire.
Warner Bros. flew influencers to stay at the luxurious Swinton Park Hotel. Dutch TikToker Joann shared behind-the-scenes content, including being gifted posh Hunter wellies and Aspinall of London goodies. Airbnb launched an experience allowing fans to book a stay in Cathy's Thrushcross Grange, as depicted in Emerald Fennell's adaptation.
Staff at the Brontë Parsonage Museum reported to The Times that they welcomed double the number of visitors this February half-term compared to last year. Last weekend, they saw 590 visitors, a figure typically expected at the height of August. One worker noted that comments in the visitors' book revealed many were inspired by the film, with some even channeling Margot Robbie's look from the movie.
Local Business Boom Amid Concerns of Overtourism
Local traders have told the Daily Mail they are preparing for an unprecedented influx of day-trippers and holidaymakers from around the world. Experts estimate this could bring well over one million visitors by the end of summer. However, not everyone is pleased. There are mutterings of 'overtourism', with the village's steep, narrow streets long plagued by parking chaos and traffic gridlock.
One local historian highlighted that some bewildered visitors assume the village—home to 6,259 residents—is 'not real', believing it to be 'some sort of Disneyland'. Interestingly, not a single scene of the new blockbuster was shot in Haworth, which sits eight miles from Bradford. The 'wily, windy moors' that inspired the Brontë sisters also did not feature; director Emerald Fennell instead used the North Yorkshire Dales as the backdrop.
Embracing the Economic Benefits Despite Creative Liberties
Despite these discrepancies, the 'invasion' has been largely welcomed by local businesses, many of which are battling for survival amid Britain's cost of living crisis. Hayley Smith, who runs the artisan Riddle and Rind cheese shop on Haworth's Main Street, said, 'We have been besieged by TikTok-era visitors. At one point, there were 30 or 40 up and down the street doing videos and asking questions.'
She compared the phenomenon to Harry Potter, noting that while literary fans always visit, the film brings a new audience. 'It has led to a tourism increase, and I think it will in the future when people who have watched the film say 'Oh yeah, we will go to that place'.' Hayley added, 'Let's just hope they don't realise they did not film it here.'
While Brontë purists may balk at Fennell's raunchy, loosely-based interpretation, Hayley insists the movie can only be 'a good thing', fostering conversation and bringing diverse visitors to the area. Jasmine Colgan, 23, of the Writers Bloc Eat Drink and Dream bar, reported an increase in tourism, including many American and Chinese visitors. She noted that normally quiet winter months have seen an influx, prompting some businesses to open earlier.
Sian Alison, who owns a boutique shop on Main Street, said the film is 'making a difference', creating a buzz and inspiring more people to visit. Her husband leads local ghost walks, and they both appreciate the renewed interest. As influencers continue to flock to the moors, West Yorkshire is experiencing a unique blend of modern social media trends and timeless literary heritage, reshaping its tourism landscape for the foreseeable future.
