Britain is rolling out the red carpet for visitors with a brand-new global tourism campaign designed to capitalize on the country’s status as a premier film and TV location. VisitBritain has launched Starring GREAT Britain, a marketing initiative that spotlights the UK’s most iconic on-screen destinations, from the magical landscapes of Harry Potter to the high-octane streets of Mission: Impossible.
Turning Movie Magic Into Travel Experiences
The campaign, which debuted with a star-studded launch film directed by Academy Award-winner Tom Hooper (The King’s Speech), transports viewers on a cinematic journey across the UK. Featuring scenes from blockbusters and beloved TV shows like Bridgerton, Paddington, House of the Dragon, and Succession, the film showcases the breathtaking locations that have captivated audiences worldwide.
The goal? To encourage travelers to step into the scenes of their favorite films and explore the real-world places behind the Hollywood magic.
VisitBritain CEO Patricia Yates emphasized the emotional connection between film, TV, and travel:
“Film and TV have a unique ability to transport us to different places and experiences. With this campaign, we’re inviting travelers to discover those places in real life, whether it’s strolling through the grand estates of Bridgerton or standing on the cliffs of House of the Dragon.”
Why Screen Tourism Matters
VisitBritain’s research shows that more than 90% of potential visitors to the UK are interested in seeing film and TV locations in person. With inbound tourism contributing £74 billion annually to the economy, screen tourism is a powerful way to boost visitor numbers, extend stays, and encourage travel to lesser-known regions.
Tourism Minister Sir Chris Bryant highlighted the campaign’s economic impact:
“Some of the most breathtaking scenes in cinema history were filmed right here in the UK. This campaign will inspire visitors to experience these locations for themselves, driving tourism revenue, supporting local businesses, and celebrating our country’s rich cinematic history.”
A Global Advertising Push
The campaign is being rolled out in key tourism markets, including the USA, Australia, France, Germany, and the Gulf region. A multi-platform advertising campaign will feature large digital billboards in Berlin, Paris, Dubai, and Jeddah, as well as branded content across social media and travel websites.
A dedicated screen tourism hub on VisitBritain’s website offers interactive travel itineraries based on movie genres, from romance to fantasy, action to adventure. Visitors can explore a digital map linking them to filming locations, experiences, and attractions across England, Scotland, Wales, and Northern Ireland.
Iconic Locations in the Spotlight
Some of the must-visit destinations featured in the campaign include:
• London: Paddington (Portobello Road), Mission: Impossible – Fallout (St Paul’s Cathedral), Spider-Man: Far From Home (Tower Bridge).
• England: Bridgerton (West Wycombe Park, Buckinghamshire), Jurassic World: Fallen Kingdom (Cragside, Northumberland), Succession (Eastnor Castle, Herefordshire).
• Wales: House of the Dragon (Anglesey).
• Scotland: Harry Potter & the Prisoner of Azkaban (Loch Shiel, Highlands), Fast & Furious 9 (Edinburgh).
Beyond film locations, the campaign highlights uniquely British cultural experiences, such as afternoon tea at a historic manor, horseback riding on a Welsh beach, and paddleboarding in the Scottish Highlands.
Encouraging Local Participation
To extend the campaign’s reach, VisitBritain is encouraging local tourism businesses, attractions, and destinations to promote their screen tourism experiences using the hashtag #StarringGreatBritain.
Additionally, 120 top international travel professionals from 17 countries are currently visiting England, Scotland, Wales, and Northern Ireland on film-inspired educational tours, ensuring that Britain’s screen tourism offerings reach a global audience.
More Than a One-Time Campaign
The first phase of Starring GREAT Britain runs from January to March 2025, but VisitBritain has signaled that this is just the beginning. The initiative aligns with the UK Government’s GREAT campaign and has been developed in partnership with VisitEngland, VisitScotland, Visit Wales, and London & Partners.
With inbound tourism expected to reach £32.5 billion in visitor spending in 2024, this campaign aims to keep Britain at the top of travelers’ must-visit lists for years to come.
For film lovers, TV fans, and travel enthusiasts alike, Starring GREAT Britain offers a unique opportunity to step into their favorite on-screen worlds—and create unforgettable real-life adventures.
