Likes, Cameras… Yorkshire: How 2026 offers the region the chance to be UK’s tourism star

If you thought Yorkshire was just rolling hills, a good brew and an even better pint, think again. This year, the region is set to steal the spotlight thanks to its starring role in films like Emerald Fennell’s Wuthering Heights starring Margot Robbie and Jacob Elordi.

And while the presence of Hollywood certainly adds some glamour, at Aberfield we’re interested in the ripple effect that cultural moments create for tourism and how brands can harness the momentum that comes with it.

So, why is 2026 Yorkshire’s moment and why does it matter? Big-screen productions don’t just bring A-list stars; they bring economic impact, social buzz, and a surge in visitor numbers. When audiences see Margot Robbie wandering the moors, they’ll want to follow in her footsteps and that means Yorkshire’s historic estates, vibrant cities, and luxury stays will be in demand. Even the Bradford Pennine Gateway National Nature Reserve is set to pull in crowds, after being named one of Conde Nast Traveller’s seven wonders of the world for 2026 a few weeks ago.

This is a golden opportunity for travel and leisure brands to position themselves at the heart of the conversation – but success won’t come from simply riding the wave. It requires strategy.

In today’s highly competitive market, understanding what drives your audience is everything. It’s not enough to know that Yorkshire is trending, you need to know why and how to convert that interest into action. Whether it’s leveraging user-generated content or micro-influencers to bring your destination to life or telling stories that anchor national trends to your location, at Aberfield we’ve built our reputation on audience-first PR strategies that deliver measurable results.

From Castle Howard to Malmaison, QHotels and Continuum Attractions, we’ve helped Yorkshire destinations turn cultural relevance into commercial success. That includes our award-winning work with Wakefield Council, where our “Gateway to Yorkshire” campaign repositioned the district as a must-visit cultural hub, proving the power of strategic storytelling in driving visitor interest.

If you’re looking for destination strategies or commercially driven visitor PR campaigns that influence audiences and deliver measurable outcomes, we’re here to help. Whether it’s leveraging Yorkshire’s moment in the spotlight or creating campaigns that cut through the noise year-round, get in touch at hello@aberfield.com.