The picturesque Regency-style terrace houses of Chalcot Crescent in Primrose Hill, North London, have long attracted visitors. Known for their quaint charm, these houses gained additional fame as the home of the fictional Brown family in the Paddington film series. Now, however, the surge in film tourism and an Airbnb competition are stirring discontent among local residents.
For years, fans have flocked to Chalcot Crescent, taking selfies and occasionally intruding on the privacy of those living there. Matt Cooper, a Labour councillor for Primrose Hill, observes that fans often go so far as to photograph themselves in front of residents’ windows, a trend he feels may overstep boundaries, saying, “If that was me, I’d be a bit annoyed to have my living room put straight on Instagram.”
To mark the release of Paddington in Peru, Airbnb announced a competition offering three families a chance to stay in a house on Chalcot Crescent, freshly renovated to resemble the film’s set. This project includes painting the house’s facade blue, blocking off five parking spaces, and creating inevitable noise during the renovation. Many locals are upset, arguing that the competition will only worsen the over-tourism that already strains their small community. A group of residents even penned a letter to Airbnb, expressing concerns that this would “break the camel’s back.”
In response, Airbnb has tried to appease the community by keeping the house’s precise address undisclosed and committing a “sizeable donation” to the Primrose Hill Community Association. They’ve assured locals that the renovations will be temporary, with the house restored to normal “within weeks.”
Primrose Hill isn’t alone in facing the unique challenges of film tourism. Scotland’s Glenfinnan Viaduct, made famous by its appearance in Harry Potter, has seen nearly half a million visitors in 2023 alone, causing parking chaos and overcrowding in the tiny village. Similarly, Bampton in Oxfordshire has endured the relentless influx of fans after serving as the backdrop for Downton Abbey, leading to efforts to manage tourist parking.
Yorkshire’s Hebden Bridge has recently experienced a spike in stag and hen parties, which some attribute to the popular BBC crime series Happy Valley. While tourism brings valuable income, these situations illustrate the strain placed on small communities by sudden interest following a film or series release.
According to Dr. James Cateridge, a senior lecturer in film at Oxford Brookes University, film tourism creates challenges that are hard to anticipate and manage. When a film is first released, the excitement often drives an initial surge in visitors, which can taper off quickly. Primrose Hill, however, has maintained steady popularity due to its longstanding association with movies like Bridget Jones and its famous view of the London skyline from Primrose Hill Park.
Despite the downsides, filming in real locations can significantly boost local economies. A British Film Institute report estimates that international screen tourism in 2019 contributed almost £900 million to the UK economy. Attractions, hotels, and restaurants often benefit directly from this influx. For example, Barry Island in South Wales welcomed crowds of locals when stars like James Corden arrived to film the Gavin & Stacey Christmas special. Locals like Marco Zeraschi, a Barry resident, have seen firsthand how filming brings in business, telling Barry & District News that “every time they come down here, there’s always a boom.” Similarly, the Isle of Mull’s Tobermory, famed for the children’s show Balamory, is anticipating an uptick in tourism after news broke about the show’s return.
Achieving harmony between residents and film tourists requires planning from councils and tourism boards. Dr. Cateridge advises that they consider spreading visitors across larger areas to reduce the concentrated impact on smaller neighborhoods. Dr. Peter Robinson, of Leeds Beckett University, notes that filming locations with limited infrastructure—such as Glenfinnan—often struggle more with the influx of visitors than places with developed tourist attractions, like Highclere Castle, where parts of Downton Abbey were filmed.
As for Chalcot Crescent, Airbnb insists that the changes for the competition will be short-lived, with plans to return the house to its original state within weeks. Yet the Paddington connection is unlikely to fade, and tourists will probably continue to seek out selfies with the iconic location. The challenge for Primrose Hill and other filming hotspots will be balancing the charm that attracts fans while preserving the peace and privacy valued by residents.
