LONDON - For tourism chiefs eager to entice "set-jetters" to Britain, Harry Potter offers the ideal location vacation -- and the latest book and film look certain to stoke renewed Pottermania.

The teenage wizard certainly knows how to wave his magic wand over cathedrals, colleges and castles. Being featured in a Potter movie is a ticket to tourist success.

"The right film can be a giant advert -- seen by millions of people -- for the unique appeal of a destination," said Tom Wright, chief executive of VisitBritain.

"We estimate around one in five of Britain's international visitors are inspired to come here by the images they see in movies or on TV," he said.

The tourist industry was so grateful that it even awarded an outstanding achievement "Oscar" to Harry.

For tours inspired by movie and TV locations -- known in the trade as "set-jetting" -- are enjoying a boom.

"The Lord of the Rings" gave New Zealand tourism a massive fillip after the fantasy trilogy was set there. From Indiana Jones to Elvis Presley, Hawaii proved a perfect backdrop.

The global success of Dan Brown's "The Da Vinci Code" gave specialist tour operators a big boost in Britain -- but nothing matches Potter's longevity.

ATTRACTIONS

J.K Rowling's final book in the wizard saga comes out next month just after the latest Potter movie.

"Our tours tend to peak just before another Potter book or film comes out. Then people go bananas (crazy) for Potter," said Jason Doll-Steinberg, marketing manager at British Tours Ltd whose summer bookings are on the rise again.

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