THE APPRENTICE DELIVERS PRIME TIME EXPOSURE FOR THE ISLE OF WIGHT AND ITS BUSINESSES

The Isle of Wight was firmly in the national spotlight as millions tuned in to BBC One to watch The Apprentice last night (Thursday), with the episode showcasing the Island’s businesses, locations and tourism appeal.

The hit business reality show, now in its 20th series and fronted by Lord Alan Sugar, saw the remaining 10 candidates take on the programme’s well-known discount buying task, set entirely on the Isle of Wight.

Filmed on a sunny day in June 2025, the episode followed 2 teams as they attempted to source a series of deliberately vague items at the best possible price before making their way to a 17:00 deadline at Hovertravel in Ryde.

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While the challenge itself provided entertainment, it was the Isle of Wight that took centre stage, with a wide range of local businesses, landscapes and experiences broadcast to a prime time audience across the UK, with further exposure expected via BBC Two and BBC iPlayer.

The task began at The Hut in Colwell Bay, with candidates deciphering clues such as ‘something blue’, ‘red duster’ and ‘bird’s nest’, before travelling across the Island to secure the correct items. In the process, viewers were treated to scenes of garlic digging, goat care and visits to independent shops and attractions, highlighting the Island’s unique character and diverse offering.

Dominic Wray, Chief Executive at Visit Isle of Wight, has said:

“Broadcast to millions on BBC One, with further coverage in The Apprentice: Unfinished Business on BBC Two and additional viewing expected on BBC iPlayer, the Isle of Wight has gained exceptional exposure at a key time for holiday bookings.

“With sunshine on the day of filming, the Island was showcased at its very best”.

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Behind the scenes, the episode was supported by a coordinated Island-wide effort led by Visit Isle of Wight.

Accommodation for Lord Sugar’s advisors, Baroness Karren Brady and Tim Campbell MBE, was provided by The Royal Hotel in Ventnor, while candidates and crew stayed at The Wellington Hotel.

Transport to and from the Isle of Wight was facilitated by Wightlink, with local company Procam Films contributing drone footage. Film Wight coordinated permissions to ensure smooth filming across multiple locations.

Dominic Wray added:

“This opportunity was made possible through the support of Visit Isle of Wight and builds on our ongoing work to promote the Island, funded by the Wight BID.

“We encourage all tourism businesses to continue supporting the Wight BID, so we can keep the Isle of Wight front of mind for people planning their next holiday.”

Local businesses featured prominently throughout the episode, including Grace’s Bakery, which provided the Isle of Wight doughnut as part of the challenge.

Ray Redrup and Family, Grace’s Bakery, has said:

“We were absolutely delighted to be part of filming for The Apprentice.

“We’re incredibly grateful to Visit Isle of Wight for recommending us, and to the production team for creating such a fun and memorable experience.”

Hovertravel also played a key role as the final destination for the task. Loretta Lale, Head of Marketing at Hovertravel, has said:

“We really enjoyed playing our part in this hugely popular TV series and being able to showcase both our unique hovercraft and the delights of the iconic Isle of Wight.”

Dave Russell, of Film Wight, has said:

“This episode showcases the diversity of the island to an audience of millions.

“It’s a great example of how Filmwight and Visit Isle of Wight work closely to attract filmmakers and TV producers to the Island and make it a pleasure for them to work here.”

A wide range of Isle of Wight businesses and locations featured both on screen and behind the scenes, including Wight Bike, Jurassic Jims, Adgestone Vineyard, Grace’s Bakery, The Hut, The Garlic Farm, The Holistic Emporium, Richardson’s Yacht Services, Eddies Surf Academy, Antiek and The Olde Ryde Sweet Shop, alongside support from Procam Films, Wightlink, The Wellington Hotel and The Royal Hotel.