There has been a big economic boost to businesses as a result of Bridgerton filming in the city.

Bath, a UNESCO World Heritage city in Somerset, England, has seen a significant economic surge thanks to its role as a primary filming location for Netflix’s Bridgerton. The period drama, set in a fantastical Regency-era London but largely filmed in Bath due to its Georgian architecture, has brought in an estimated £5 million boost to the local economy, as reported by Emma Freyling from Visit Bath in February 2025. This influx comes from Bridgerton- themed afternoon teas, walking tours, and hotel stays, with key locations like The Royal Crescent, The Circus, and Great Pulteney Street featured prominently in the series.

Local businesses have capitalized on the “Bridgerton effect.” The Bath Assembly Rooms, where Lady Danbury’s ball was filmed (the tea room being the spot where Simon and Daphne first meet in Season 1), has seen a spike in visitors eager to see the exact rooms used in the show, according to Alana Wright, the visitor experience manager. The Theatre Royal also reports increased foot traffic, with fans seeking out spots like St Johns Street and Beaufort Square, where stars like Jonathan Bailey (Anthony Bridgerton) were spotted during filming. Bath’s appeal isn’t new—it has long been a filming hub for period dramas like Jane Austen adaptations and Les Misérables (2012), but Bridgerton’s global popularity, with over 82 million households watching its first season, has amplified its draw.

However, this tourism boom has a flip side. Bath’s infrastructure, designed for a quieter Georgian-era pace, struggles with the influx. The city’s narrow, cobblestone streets, while picturesque, aren’t built for mass tourism—leading to overcrowding, especially around hotspots like The Royal Crescent, which doubles as the Featherington family home. Local residents have voiced concerns on platforms like X, noting increased noise, litter, and traffic, with some feeling the city is being “Disney-fied” for tourists at the expense of its livability. Additionally, while the £5 million figure sounds impressive, it’s worth questioning how much of that money stays in the local economy versus going to larger tourism companies or Netflix-related enterprises. Bath’s history as a spa town for the elite already made it a tourist destination, so the Bridgerton boost might be inflating an already gentrified economy rather than transforming it for all residents.

The Bridgerton effect also extends beyond Bath. The show has contributed £275 million to the UK economy over five years, with a 44% increase in demand for tours like the Stonehenge & Bath Private Tour, as reported by Evan Evans in July 2024. Yet, for Season 4, Netflix shifted filming to a replica of The Royal Crescent at Shepperton Studios in Surrey, a move that might redirect some of that tourism revenue away from Bath in the future. For now, though, Bath continues to revel in its Regency romance spotlight, with Visit Bath anticipating more visitors as the series progresses through its planned nine seasons.

Despite the economic boon, the influx of tourists has brought significant challenges to Bath, a city originally designed for the leisurely pace of Georgian-era elites rather than modern mass tourism. The narrow, cobblestone streets, while picturesque, are ill-equipped to handle the volume of visitors, leading to overcrowding, especially around popular spots like The Royal Crescent and Abbey Green (used for scenes in the modiste’s shop). Traffic congestion has worsened, with tour buses and pedestrians clogging the city center, and residents have reported increased noise and litter, particularly during peak tourist seasons. On platforms like X, locals have expressed frustration, with some describing Bath as being “Disney-fied” to cater to tourists, eroding the city’s livability. One user posted in March 2025, “I can’t even walk to the shop without tripping over a Bridgerton tour group—Bath isn’t a theme park!” Others have raised concerns about the environmental impact, noting that the city’s green spaces, like Parade Gardens, are showing signs of wear from the constant foot traffic.

Economically, the £5 million figure, while impressive, warrants scrutiny. It’s unclear how much of this revenue directly benefits Bath’s local economy versus larger tourism operators or Netflix-affiliated enterprises. Bath has long been a tourist destination, historically known as a spa town for the wealthy since Roman times, and its economy was already gentrified before Bridgerton came along. The show’s popularity may be inflating profits for already-established businesses rather than fostering broader economic equity. For instance, high-end hotels and tour companies likely reap the most rewards, while smaller, independent shops may struggle to compete with the Bridgerton-branded offerings that dominate the market. Additionally, the cost of living in Bath has risen, with some locals attributing this to the tourism surge—house prices, already steep, have climbed further, making it harder for younger residents to afford staying in the city.

Looking ahead, Bath’s Bridgerton-driven tourism may face changes. For Season 4, Netflix shifted much of the filming to a replica of The Royal Crescent built at Shepperton Studios in Surrey, a move likely motivated by cost and logistical ease. This could divert some of the tourism revenue away from Bath in the coming years, though the city’s established association with the show will likely keep fans visiting for the foreseeable future. Visit Bath remains optimistic, with projections suggesting even more visitors as Bridgerton progresses through its planned nine seasons, each introducing new characters and storylines that could spotlight different parts of the city. There’s also talk of expanding Bridgerton-related events, such as a potential Regency ball at the Assembly Rooms, which could further cement Bath’s status as a must-visit destination for fans.

The Bridgerton phenomenon has undeniably transformed Bath, bringing both prosperity and pressure to a city that’s now balancing its historical charm with the demands of modern fame. While the economic benefits are clear, the long-term impact on Bath’s infrastructure, environment, and community remains a complex issue—one that will require careful management as the city navigates its role in the Bridgerton universe.