Visit County Durham and Visit Northumberland celebrate 25 years of Harry Potter magic Joint campaign showcases the North East’s iconic filming locations to inspire visitors to discover the region’s castles, heritage and magical experiences Twenty-five years after Harry Potter and the Philosopher’s Stone first arrived in cinemas in November 2001, County Durham and Northumberland are celebrating their enduring connection to the wizarding world, with a joint campaign showcasing two of the region’s most iconic filming locations.
From the atmospheric cloisters of Durham Cathedral to the imposing medieval walls of Alnwick Castle, the two destinations provided the backdrop for memorable moments in the Harry Potter films, attracting fans from across the world. To mark the anniversary, Visit County Durham and Visit Northumberland are delivering a programme of activity celebrating their shared screen heritage and inspiring visitors to discover the locations that helped bring the wizarding world to life. The campaign includes a new video showcasing key filming locations, digital marketing, media visits and influencer commissions.
The activity will make it easier for fans to discover the sites, explore their connections to the films and plan a visit, while highlighting the wider experiences available across both destinations. Campaign activity also coincided with VisitBritain’s international influencer visit, delivered as part of its Starring Great Britain campaign.
Celebrating the appeal of supernatural series and fantasy films, the initiative uses film, television and period drama locations across England, Scotland and Wales to inspire international visitors. Harry Potter’s enduring global appeal provides a strong promotional opportunity, connecting the North East’s screen heritage with VisitBritain’s wider international tourism activity. Led jointly by Visit County Durham and Visit Northumberland, the campaign will use the region’s internationally recognised filming locations as a starting point for discovery. From exploring the historic cloisters of Durham Cathedral and taking part in broomstick training at Alnwick Castle, to wandering through spectacular gardens, discovering independent shops and staying in characterful historic accommodation, visitors can create their own magical North East adventure.
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. 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. 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.”
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. 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.”
