Sometimes a television show arrives at exactly the right moment. Ted Lasso premiered in 2020 when the world desperately needed something warm, funny, and hopeful. Four seasons later, that feel-good charm has sparked something unexpected: a tourism phenomenon that's reshaping how travelers experience London.
Richmond-upon-Thames, tucked 20 minutes southwest of central London by train, has become ground zero for what's called set-jetting or screen tourism. The concept is simple: viewers fall in love with a place on screen and decide to visit it in person. In Richmond's case, the impact has been staggering. Hotels across the neighborhood have welcomed nearly twice as many American visitors since the show launched, a trend that's only intensified as new seasons arrive.
Before Ted Lasso, Richmond was known for its Thames waterfront, royal heritage, and Richmond Park with its roaming deer herds. Charming, certainly, but not a must-see destination for international travelers. The show changed that calculation entirely. The fictional AFC Richmond football club's home turf is now woven into the real geography of Richmond's historic streets and green spaces, turning everyday locations into pilgrimage sites for devoted fans.
Following the Ted Lasso Trail
Most visitors begin their journey at Paved Court, a narrow pedestrian walkway near Richmond Green where independent shops and period buildings line the street. The building that serves as Ted's fictional home sits right here, surrounded by cafes and boutiques. A dedicated Ted Lasso shop has popped up in the neighborhood, stocked with AFC Richmond merchandise, keychains, and shortbread inspired by the show's memorable "biscuits for the boss" running gag. The proximity of these attractions means the core locations are easily walkable, making it a manageable expedition for casual fans or completists alike.
The Prince's Head, standing at the end of Paved Court, serves as the exterior for the Crown and Anchor pub where characters gather and matches unfold. While the interior scenes are filmed on a studio set, the exterior has become an essential photo stop. Ted's famous bench sits outside, and fans queue to capture their moment sitting where the American coach contemplates life and friendship.
From there, the trail leads deeper into Richmond. Visitors cross Richmond Green, picnic by the Thames, or stroll toward Richmond Bridge, where two beloved characters had their first date. The riverside walk reveals more: street musicians, local pubs, and paths that reveal why this neighborhood captured filmmakers' attention in the first place. Richmond Theatre, a 1899 beauty, hosted a charity gala in the show's first season. (For context on how places transform through tourism, see how one woman built Tennessee into a tourism powerhouse, where strategic tourism development reshaped an entire region.)
The Business of Being a Backdrop
Emmy Mac, a Richmond resident, recognized the opportunity early. In 2022, she launched Ted Lasso Tours, offering guided visits to 27 locations connected to the show. Her customer base spans continents. Most are American, but she's guided fans from India, Mexico, and Singapore. "The show arrived at a time when the world needed uplifting," Mac explained to media outlets. Many fans echo her sentiment, viewing Ted not just as a fictional coach but as an aspirational figure in a chaotic world.
The economic boost extends well beyond tours. Restaurants, pubs, hotels, and retail shops have all benefited from the influx. Yet like any tourism surge, it's complicated. Steve Lloyd, a Richmond resident since 1992, told reporters he's become an unwilling extra in countless photographs. He's bemused by it all, admitting he's never watched the show. "I don't know television," he said. "But I do know beer. I much prefer the pub next door."
The fourth season introduced another layer: a women's football team. That addition resonated with athletes like Jasmine, a footballer who appreciated seeing female athletes represented on screen. It's a reminder that Ted Lasso's appeal extends beyond nostalgia or whimsy. The show tackles friendship, mental health, environmental responsibility, and women's roles in sport. A Brazilian fan visiting Richmond told CNN that on first viewing, the series seemed like a story about football. "But the culture, the messaging," she said, "it's about so much more."
Richmond's transformation reflects a broader shift in travel. Fans no longer just read about destinations or see them on postcards. They want to stand where their favorite characters stood, to experience the tangible reality behind the screen narrative. For Richmond, that's meant unexpected international attention and a quirky new identity alongside its long history. For travelers seeking something different, it's an invitation to step into a world that celebrates kindness, growth, and second chances.
