are part of a growing phenomenon. VisitBritain estimates that nearly 30% of foreign visitors, or nearly nine million people, include castles and historic houses on their itineraries. Almost half of potential visitors to Britain now say they want to indulge in “set jetting ”, visiting places featured in films or on TV. More than a million embark on a tour of historic buildings each year, spending in excess of £1bn. From the biggest emerging tourist markets, 51% of Brazilians, 42% of Russians and Chinese, and 35% of Indian visitors are likely to include a visit to a site of interest in their trips. VisitBritain’s director, Patricia Yates, said: “The links between tourism, films and TV are potent ones.” She added that period dramas have also raised the popularity of regions outside of London. Neame is now an ambassador for the GREAT Britain campaign, which is backed by government departments and the British Council, using it to promote the UK around the world. Events include special Downton -themed receptions at British embassies. Neame said: “They approached me because of the reach. A lot of people here think of it as soapy entertainment. In other parts of the world, people revere our actors, our writing and production talent. It is something I am passionate about; I am a really strong believer in soft power. We are not nearly as proud of our achievements as we