United Kingdom | Harry Potter, magic potion for tourism

(Edinburgh) “In position, and we say “fabulo Rosso!” », says Sam Thorne, guide of the “The Potter trail” circuit to around twenty fans of the famous little wizard. Everyone repeats the formula while striking the air with an improvised magic wand, before resuming their exploration of Edinburgh.

Fans of the fantasy saga flock from the four corners of the planet to Scotland and the United Kingdom, generating billions of pounds of revenue, a windfall that is only growing almost 30 years after the release of the first volumes, despite the controversial positions of its author, JK Rowling.

“Here, you will encounter the tomb of Voldemort…”, the terrifying villain of the epic, continues the guide, in front of his group of tourists of all ages.

They walk through Greyfriars Cemetery, where the graves bear names similar to several characters created by JK Rowling, even if the latter has never admitted to being inspired by them.

Kate Merson, 43, is part of the visit, with her husband and two children. She came to Edinburgh for work, but like many Americans, takes the opportunity to explore her Scottish roots, and to satisfy her nine-year-old daughter’s “Pottermania”.

At 20 pounds ($35) recommended per person and several dozen participants each time, these hour-and-a-half-hour guided tours through the Gothic streets of the Scottish capital bring in big bucks.

The “Potter trail” (or the Potter’s Path) led by Sam Thorne ends on the multi-colored and much photographed Victoria Street in front of… two merchandise shops.

Briya Maru, a 27-year-old Indian who lives in Toronto, queues in the rain in front of one of them, alongside around fifteen other aficionados, their wallets wide open.

Even if in Toronto she admits to being able to find all kinds of derivative products, “it was symbolic for me to buy them here, in the city of Harry Potter”, where JK Rowling wrote the saga which made her a billionaire.

In the Enchanted Galaxy store, it costs at least 40 pounds ($70) for a plastic “magic” wand and 650 pounds ($1,140) for a limited edition of a sculpture of a character from the films.

Engine for tourism

“The store is doing well, Harry Potter is more and more popular,” notes manager Monica Alsina, who refuses to disclose her turnover.

If there are no new films or books, interest has been piqued in recent years by a video game which was a hit, a play which is now a classic on the “West end” in London, and the film Fantastic Beastsa satellite story of the saga, expect a TV series in preparation.

And above all, the family of fans is growing: the first generation “is now introducing their children to books,” continues Monica Alsina.

“Harry Potter is a fantastic engine for tourism in Scotland,” Jenni Steele of the Visit Scotland promotion agency told AFP.

Tourism is one of the fastest growing sectors in Scotland, contributing £4 billion ($7 billion) annually to the local economy.

But fans of the little wizard also flock to England, to York, to the Cotswolds region, to Oxford or London, to discover the filming locations.

Not forgetting the visit to a Warner Studios attraction behind the scenes of filming, visited by 19 million people since its opening twelve years ago. At 53 pounds ($93) the minimum entry ticket, the billion dollar revenue mark has passed.

For the moment, the controversies surrounding JK Rowling’s positions deemed transphobic –– which the author denies – have earned her a lot of criticism and a disavowal from the main stars of the films in the saga, but have not swayed the sales.

Sam Thorne speaks of “betrayal”, because the Harry Potter universe was seen as welcoming to those who feel different “while transgender people are already one of the most stigmatized communities”.

But no negative effect on registrations for visits. “We do not agree with it, but do not see any impact” on sales, adds Monica Alsina.