Pottourism: A blessing or curse for British tourist attractions?

Harry Potter has evolved beyond entertainment into a cultural phenomenon driving a unique form of tourism called ‘Pottourism.’ This study examines its impact on six UK tourist attractions where the series was filmed or set. Through analysis of 17,000 TripAdvisor reviews complemented by stakeholder interviews, the research reveals that over 30% of visitors are influenced by Harry Potter associations. Site managers face the critical challenge of balancing historical authenticity with fictional elements as these locations gain significance in popular culture. These attractions must maintain their historical integrity whilst incorporating fantasy elements to meet diverse visitor expectations, requiring innovative management strategies to ensure sustainability whilst leveraging the franchise’s enduring appeal. The study demonstrates how fictional narratives can transform traditional tourist sites, creating both opportunities and significant challenges for attraction management.