Upcoming SPI Webinar: Measuring and Maximising the Impact of Screen Tourism
Olsberg•SPI (SPI) is pleased to announce the next edition of the Beyond the Screen by SPI webinar series, which will focus on the value of screen tourism and approaches to evidence its impact.
Screen tourism is an increasingly influential driver of interest in visiting real-world locations featured in films, television and video games. Successful productions with international reach could inspire viewers to visit over the years, as Game of Thrones (2011-2019) has done for Northern Ireland, Croatia, Spain and Iceland, and The Lord of the Rings (2001/2002/2003) film trilogy has done for New Zealand. These visits result in increased economic activity and engagement.
The same could also apply to more locally rooted productions like the global hit series Peaky Blinders (2013-2022), filmed primarily in Yorkshire, Liverpool and the West Midlands in England.
Following a short overview of measuring screen tourism impacts, SPI Consultant Nneka Luke will host a conversation with David Middlemiss, Deputy CEO of Black Country Living Museum in Dudley, West Midlands, to explore insights from SPI’s recent pilot study on the tourism impact of Peaky Blinders on the Museum, which served as a key location.
The conversation will examine how on-screen content has influenced visitor behaviour, attendance and value at the Museum, and the practical implications for destinations and cultural attractions.
Date: Tuesday, 11th March 2026
Time: 4:30 pm GMT / 5:30 pm CET / 11:30 am ET / 8:30 am PT
Sign up for the webinar here
For questions about the webinar, please contact Anna Clark at anna@o-spi.com.
About Beyond the Screen by SPI
Beyond the Screen by SPI is a webinar series that delivers expert discussions and original analysis on emerging trends, sector data and critical insights across the global screen sector. Learn more about the series here.
About Black Country Living Museum
Black Country Living Museum is an award-winning, 26-acre open-air museum in Dudley, West Midlands, England, showcasing 300 years of history with a focus on the Industrial Revolution. It features over 80 reconstructed shops, houses and industrial areas, including a coal mine and historic transport. It creates an immersive ‘living history’ experience with costumed characters and attracts visitors of all ages.