London, January 2025 – Britain is stepping into the spotlight with a new global tourism campaign designed to capitalize on the country’s rich cinematic and television heritage. VisitBritain, the UK’s national tourism agency, has launched Starring GREAT Britain, a multi-channel marketing initiative aimed at attracting international visitors by showcasing the iconic film and TV locations that make Britain a global screen powerhouse.
A Cinematic Journey Through Britain
At the heart of the campaign is a blockbuster-inspired launch film, directed by Academy Award-winning British filmmaker Tom Hooper. The film takes audiences on a visually stunning tour of Britain’s most famous filming locations, drawing on beloved franchises such as Mission: Impossible, Harry Potter, Bridgerton, Paddington, House of the Dragon, and Spider-Man: Far From Home. By featuring these internationally recognized productions, VisitBritain aims to transform movie magic into real-world tourism, enticing travelers to step into the scenes they’ve admired on screen.
Tourism Minister Sir Chris Bryant emphasized the powerful connection between film and travel:
“Many of the moments that took your breath away in the cinema were filmed in the United Kingdom. Stunning scenery, amazing cityscapes, and great cinematic talent have combined over the years in a truly exceptional way. We want visitors from home and abroad to experience them first-hand by immersing themselves in the scenery and locations made famous thanks to film and TV.”
Tapping Into a Growing Trend
Screen tourism—visiting destinations featured in films and television shows—has become a significant driver of inbound travel. According to VisitBritain’s research, more than 90% of potential visitors expressed interest in seeing film and TV locations in person. With inbound tourism contributing £74 billion annually to the UK economy, the campaign is positioned as a key driver for economic growth, local business support, and increased visitor spending.
VisitBritain CEO Patricia Yates highlighted the role of film and TV in shaping perceptions of Britain:
“Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies.”
She added:
“Films, TV, and tourism have a lot in common. They bring people together and transport us to new places, experiences, and adventures. Starring GREAT Britain inspires visitors to put themselves in the picture, discover more, and book a trip to Britain right now.”
Global Reach and High-Profile Partners
The campaign is being rolled out across key inbound tourism markets, including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany, and the USA. A multi-media advertising campaign will feature digital billboards in major international hubs such as Kurfürstendamm in Berlin, Gare du Nord in Paris, City Walk in Dubai, and Jeddah Corniche in Saudi Arabia. Social media activations and strategic partnerships, including collaborations with Expedia Group, further amplify the message.
A dedicated screen tourism hub on VisitBritain’s global consumer website offers visitors curated travel itineraries inspired by film genres, from romance to fantasy, action to adventure. A digital map highlights must-visit locations, attractions, and experiences tied to Britain’s most famous on-screen moments.
Iconic Locations in the Spotlight
The campaign features a star-studded lineup of filming locations across London, England, Scotland, and Wales, including:
• London: Spider-Man: Far From Home (Tower Bridge), Sherlock Holmes (Houses of Parliament), Notting Hill (Kenwood House), Mission: Impossible – Fallout (St Paul’s Cathedral).
• England: Bridgerton (West Wycombe Park, Buckinghamshire), Jurassic World: Fallen Kingdom (Cragside, Northumberland), Succession (Eastnor Castle, Herefordshire).
• Wales: House of the Dragon (Anglesey, North Wales).
• Scotland: Harry Potter and the Prisoner of Azkaban (Loch Shiel, Highlands), Fast & Furious 9 (Edinburgh).
Beyond film locations, the campaign also highlights quintessentially British experiences, from afternoon tea at Lyme Park in Cheshire to horseback riding on Black Rock Sands in Wales, and paddleboarding at Loch Lomond in Scotland.
Bringing the Campaign to Life
To further boost engagement, VisitBritain is inviting local businesses, attractions, and destinations to participate by sharing screen tourism experiences using the hashtag #StarringGreatBritain. Additionally, 120 top international travel trade professionals from 17 global markets are currently taking part in film-and-TV-inspired educational visits across England, Scotland, Wales, and Northern Ireland.
VisitBritain is also working closely with the British Film Commission to strengthen ties between the tourism and creative industries, positioning Britain as both a world-class filming destination and a must-visit location for film enthusiasts. Research indicates that those who visit the UK are 16% more likely to invest in British businesses, products, and services, further reinforcing the campaign’s economic impact.
A Long-Term Vision for Screen Tourism
The first phase of Starring GREAT Britain runs from January through March 2025, with further initiatives planned as part of a long-term strategy to solidify Britain’s reputation as a screen tourism powerhouse.
The campaign is part of the UK Government’s GREAT campaign and has been developed in collaboration with VisitEngland, VisitScotland, Visit Wales, and London & Partners. With inbound tourism already contributing £32.5 billion in visitor spending in 2024, this initiative is expected to drive further growth, supporting local communities and businesses across Britain.
With its breathtaking landscapes, historic landmarks, and vibrant cities providing the backdrop for some of the world’s most beloved films and TV series, Britain is ready to take center stage—inviting visitors from across the globe to experience the magic for themselves.
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