The fourth season of Ted Lasso has triggered a massive tourism spike in Richmond-upon-Thames. After the Apple TV+ series premiered last month, international travelers began flocking to the London suburb to visit the filming locations that brought the show to life.
A doubling of American tourists in Richmond hotels
The economic impact of the show's return is already visible in the local hospitality sector. According to the New York Times, hotels in the Richmond-upon-Thames area have reported a 100% increase in visitors from the United States since the new season arrived. This phenomenon is part of a broader "set-jetting" trend, where viewers travel across the globe to step into the physical environments of their favorite fictional worlds.
Pilgrimages to Paved Court and The Prince's Head
Specific landmarks within the historic district have become essential stops for the growing number of fans. Travelers are frequenting Paved Court to visit local shops and the official Ted Lasso store, which sells AFC Richmond kits and themed shortbread. Many visitors also make a point of visiting The Prince's Head, a 1700s pub that serves as the real-world version of the show's Crown and Anchor. As reported by CNN, fans often queue for photos at the "thinking bench" located just outside the pub, recreating the iconic moments of Jason Sudeikis's character.
The Selhurst Park distinction and local friction
While the show's atmosphere is centered in the leafy Richmond district, the actual footballing action takes place in a different part of London. As the report notes, the match scenes are filmed at Selhurst Park, the home stadium of Crystal Palace, rather than in the Richmond suburb itself. This distinction helps separate the cozy, historic charm of the show's setting—including the 1899 Richmond Theatre—from the professional grit of English soccer.
Beyond soccer: The cultural pull of the AFC Richmond world
The show's popularity stems from more than just its comedic timing; it touches on deep-seated human themes that resonate globally. The series explores mental healtth, environmentalism through characters like Sam Obisanya, and the nuances of modern masculinity. This emotional depth is what draws visitors like Natalia from Brazil, who noted that the show's messaging makes it about much more than just football, while visitors like Zach from Los Angeles find the setting feels remarkably real.
The tension between local life and the AFC Richmond craze
The sudden influx of global visitors has created a complex dynamic for long-term residents of the area. Steve Lloyd, a resident who has lived in Richmond since 1992, has observed the constant presence of tourists in his daily life, even though he personally finds the series "terrible." While local entrepreneurs like Emmy Mac,founder of Ted Lasso Tours, have built successful businesses around the show, the community must now navigate the balance between economic growth and the preservation of their quiet, historic suburb.
Comments 0