The Emmerdale Village Tour

What The Emmerdale Village Tour does

The Emmerdale Village Tour is a licensed visitor attraction that offers guided walking tours of the outdoor filming set for the long-running ITV soap opera Emmerdale. It is operated by Continuum Attractions on behalf of ITV Studios, using the actual production site located on the Harewood House Estate near Leeds, and is positioned as the only official Emmerdale on-set experience. The tour launched in 2015 and runs only on weekends and bank holidays, serving soap fans, families, and regional tourists.

The core product is a 90-minute guided tour priced at £42, complemented by a premium Star Tour variant at £59.95 that includes a meet-and-greet with cast members. Tickets are booked through the third-party Fusemetrix platform, with additional distribution via gift vouchers and a network of voucher resellers. Bundled tickets are offered jointly with the Coronation Street Experience, and the tour is also packaged with the Cecil Beaton exhibition hosted at the same Harewood site. Customer acquisition is supported by discount schemes such as the Blue Light and NHS programs, and the operator participates in government pricing initiatives including the Summer of Savings VAT-relief scheme for the June-September 2026 window.

The business model is straightforward transactional ticketing with layered yield management. Revenue is generated per visitor with no subscription or recurring component, and the company's growth levers are limited to ticket yield, cross-sell into adjacent ITV properties, and channel expansion through experience aggregators. The headcount is small (around 11 employees), consistent with a single-site weekend operation that relies on licensed IP rather than proprietary technology for its competitive position.

Name

The Emmerdale Village Tour

Legal name

Continuum (Entertainment) Ltd

Website

https://emmerdalevillagetour.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Emmerdale Village Tour is a licensed visitor attraction operated by Continuum Attractions for ITV Studios, offering weekend guided tours of the official Emmerdale outdoor filming set at Harewood House near Leeds for soap fans and tourists.

Ownership category

akta.pro rank

Product category

Visitor Attraction / Tourist Entertainment Services

NAICS

Tour Operators (56152), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB)

akta.pro secondary industries

Small-Group Escorted Tour Operators (THAKADAB), Photography & Scenic Viewpoint Tours (THAJAAAI)

Keywords

• Guided set tours
• TV attraction experiences
• Film location tours
• Visitor attraction tickets
• Behind-the-scenes tours

Headquarters

HQ city

Harewood, Leeds

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Guided Tour Tickets: Standard 90-minute guided tours of the outdoor Emmerdale filming set, priced at £42.00 per person (reduced to £36.50 during Summer Saver period). Includes coach transport from Harewood House and access to the filming location.
2. Star Tour Tickets: Premium experience combining the guided tour with a meet-and-greet with a mystery Emmerdale cast member. Priced at £59.95 per person (reduced to £52.50 during Summer Saver period).
3. Bundle Tickets: Combined ticket for both Emmerdale Village Tour and Coronation Street Experience, priced at £73.80 (reduced to £64.50 during Summer Saver period). Provides access to both ITV soap attractions.
4. Gift Vouchers: Prepaid vouchers for Guided Tours (£42) or Star Tours (£59.95) available for purchase as gifts. Digital delivery via email, postal delivery available for additional fee. Valid for 12 months from purchase.
5. Harewood House Levy: Mandatory £2.30 per person levy added to all bookings to support Harewood Trust charity, covering parking and access to Harewood House grounds and facilities.
6. Photo Packages: Souvenir and Digital Photo Package available for purchase, capturing visitor photos during the tour experience. Collected at photo kiosk on the day of visit.
7. Retail/Merchandise: On-site gift shop selling official Emmerdale merchandise, memorabilia, and souvenirs. Also available via ITV Shop online.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Emmerdale Village Tour operates a licensed visitor attraction offering 90-minute guided walking tours of the real outdoor Emmerdale filming set at the Harewood House Estate near Leeds. Core paid experiences include the standard Guided Tour and the premium Star Tour with cast meet-and-greet, supported by gift vouchers, bundle tickets with the Coronation Street Experience, and on-site merchandise and photo packages. All tours require advance online pre-booking, operate on selected weekends and bank holidays, and include coach transport from Harewood House to the secret filming location.

Product overview

The Emmerdale Village Tour is a visitor attraction operated by Continuum Attractions on behalf of ITV, offering guided walking tours of the real outdoor Emmerdale filming set at the Harewood House Estate near Leeds. The core product portfolio consists of the Guided Tour (a 90-minute expert-led tour of iconic exterior set locations including The Woolpack, David's Shop, and Café Main Street) and the Star Tours (which add a meet-and-greet with a mystery Emmerdale cast member to the guided experience). Supporting products include Gift Vouchers (valid for 12 months for either tour tier) and a Bundle Ticket combining the Emmerdale Village Tour with the Coronation Street Experience in Manchester. As a seasonal limited-time addition, tickets valid from 13 June to 4 October 2026 include free access to the Cecil Beaton: Staging Icons photography exhibition at Harewood House. All tours depart from Harewood House via coach transfer to the secret filming location, operate on selected weekends and bank holidays, and require advance pre-booking.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided Tour A 90-minute guided walking tour of the real outdoor Emmerdale filming set in Yorkshire near Harewood, Leeds, led by expert guides who share behind-the-scenes stories and filming secrets at iconic locations including The Woolpack, David's Shop, and Café Main Street. Includes coach transport from Harewood House to the secret filming location. Priced at £42.00 per person (£36.50 during Summer Saver period).
• Star Tours An enhanced guided tour of the Emmerdale outdoor set that combines the 90-minute behind-the-scenes tour with a meet-and-greet and photo opportunity with a mystery Emmerdale cast member (cast members have included Lisa Riley, Natalie Robb, Danny Miller, Jeff Hordley, and Claire King). Priced at £59.95 per person (£52.50 during Summer Saver period).
• Gift Vouchers Digital or printed gift vouchers available for the Guided Tour (£42) or Star Tour (£59.95) experiences, valid for 12 months from purchase. Recipients select their own date and time online; digital delivery is free and postal delivery incurs a shipping charge.
• Bundle Ticket (Emmerdale Village Tour & Coronation Street Experience) A combined ticket providing access to both the Emmerdale Village Tour in Leeds and the Coronation Street Experience in Manchester, priced at £73.80 (£64.50 during Summer Saver period). The Coronation Street voucher is sent via email after booking the Emmerdale portion and is valid for 1 year from purchase.
• Cecil Beaton: Staging Icons Exhibition Access Free access (with valid Emmerdale ticket) to the Cecil Beaton: Staging Icons photography exhibition at Harewood House, featuring over 60 portraits by Oscar-winning photographer Cecil Beaton including images of Audrey Hepburn, Marilyn Monroe, and Queen Elizabeth II. Available from 13 June to 4 October 2026, representing a saving of up to £22.55 for adults.
• Photo Packages Souvenir and Digital Photo Packages available for purchase, capturing visitor photos during the tour experience. Collected at the photo kiosk on the day of the visit.
• On-site Merchandise (Gift Shop) On-site gift shop selling official Emmerdale merchandise, memorabilia, and souvenirs. Also available via the ITV Shop online retail channel.

Quantifiable outcome

• Rated 5.0 out of 5 on TripAdvisor based on visitor reviews
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• ITV StudioscoreOEM/ Whitelabel/ Licensing Partner · 1 January 2015ITV Studios is the content owner and licensor of the Emmerdale television programme. The company grants Continuum Attractions the license to operate the Emmerdale Village Tour attraction at the actual filming location. ITV security staff are present on site wearing body-worn cameras. The partnership involves ITV's Coronation Street Experience as a related attraction under the same licensing arrangement.
• Harewood House TrustcoreStrategic or Co-development PartnerHarewood House Trust operates as a charity (Registered Charity Number 517753) and provides the venue for tour departure, parking facilities, and grounds access. The partnership includes a £2.30 per person levy supporting Harewood's conservation and maintenance work. Tour tickets include free access to Harewood House interiors (subject to availability), gardens, and grounds. The Trust also hosts the Cecil Beaton: Staging Icons exhibition included with Emmerdale tickets.
• Coronation Street ExperiencecoreGTM or Marketing PartnerThe Coronation Street Experience in Manchester is a related ITV Studios attraction also operated by Continuum Attractions. Both attractions offer bundle tickets for visitors wanting to experience both iconic soap sets. Marketing cross-promotion includes 'Double the Drama' messaging encouraging fans to visit both locations.
• Third-Party Voucher ProvidersminorChannel Partner/ Reseller/ DistributorVirgin Experience Days, Buyagift, Red Letter Days, lastminute.com, Mail Experiences, Fivestardays.com, and Acorne are authorized resellers of Emmerdale Village Tour gift vouchers. These partners handle gift voucher sales to end customers who then redeem online. Each provider may have additional terms regarding voucher validity, extension fees, and cancellation policies.
• Access Card (Nimbus Disability)minorStrategic or Co-development PartnerThe attraction participates in the Access Card scheme operated by Nimbus Disability. This enables disabled visitors holding Access Cards with +1 or +2 symbols to book free essential companion tickets online during the booking process.
• Continuum AttractionscoreOEM/ Whitelabel/ Licensing PartnerContinuum Attractions (operating as Continuum Group Limited and subsidiaries including Continuum Entertainment Ltd) is the company contracted to operate The Emmerdale Village Tour on behalf of ITV. The company also operates other UK attractions including GreenWood Family Park, Oxford Castle Prison, Spinnaker Tower, The Loch Ness Experience, The Real Mary's Close, York's Chocolate Story, Eden Camp, and Oxford Castle. Data requests can be directed to [email protected].

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Highclere Castle (Downton Abbey Filming Location): The principal Downton Abbey interior filming location, offering public and exclusive tours of the 'real Downton Abbey'. Comparable as a heritage estate that monetizes its TV/film association through tour experiences, though with broader heritage appeal beyond the TV tie-in.

Direct peers

• Eden Camp Modern History Museum: Continuum Attractions-operated themed heritage attraction in Yorkshire with guided storytelling format. Comparable as a Continuum-operated themed attraction in the same regional Yorkshire catchment, sharing marketing and distribution infrastructure.
• Bampton Village (Downton Abbey Filming Location Tours): Guided walking tours of the Cotswolds village used as Downton Abbey's exterior location, offering fans behind-the-scenes access to filming sites. Comparable as a UK period TV show set-tour experience targeting similar demographics of dedicated soap/period-drama enthusiasts.
• Oxford Castle & Prison: Continuum Attractions-operated guided heritage tour in Oxford, offering guided tours of historic site with storytelling element. Comparable as a directly comparable Continuum-operated guided-tour attraction with similar pricing tiers and visitor profile.
• York's Chocolate Story: Sister attraction in Continuum Attractions' portfolio, offering guided themed tours in York. Comparable as a Continuum-operated premium guided-tour attraction in the same operator's stable, sharing Fusemetrix booking infrastructure and Yorkshire tourist catchment.
• Spinnaker Tower: Continuum Attractions-operated observation/visitor attraction in Portsmouth. Comparable as a Continuum-operated UK visitor attraction with similar pricing, booking, and operational profile, though more of a landmark/observation format.
• Coronation Street Experience: Manchester-based ITV Studios set tour operated by the same Continuum Attractions group as Emmerdale Village Tour. Both are licensed ITV soap set tours with bundle ticket cross-promotion, making them the closest direct comparable — effectively sister attractions.
• Warner Bros. Studio Tour London - The Making of Harry Potter: Iconic film/TV IP-based set tour in Leavesden offering behind-the-scenes access to actual studio sets and props. Closest scale and category comparable to Emmerdale — premium IP-licensed attraction experiences with high-margin merchandising and guided tour format.
• Game of Thrones Studio Tour: Linen Mill Studios in Banbridge, Northern Ireland, hosts the official Game of Thrones studio tour with original sets, costumes, and props. Directly comparable as a premium TV-IP licensed set tour with strong fan-driven demand and bundled experiences.

Broad incumbents

• Madame Tussauds London: Merlin Entertainments' flagship celebrity-encounter experience. Although broader in scope (wax figures rather than TV set), it competes for the same 'experiential celebrity/IP encounter' discretionary spend and offers a comparable meet-the-star-style premium tier.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Emmerdalethetour
• Instagraminstagram.com/Emmerdaletour
• TikToktiktok.com/@itv.soap.tours
• LinkedInlinkedin.com/company/the-emmerdale-village-tour

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Emmerdale Village Tour