To boost inbound tourism, VisitBritain, the UK’s national tourism agency, has unveiled a dazzling new global campaign titled Starring GREAT Britain. The initiative, which kicked off this week, celebrates Britain as the star of the show, drawing inspiration from iconic film and TV moments that have captivated audiences worldwide.
The campaign’s centerpiece is a blockbuster-style launch film directed by Academy Award-winning British director Tom Hooper. The film takes viewers on a cinematic journey across Britain, showcasing destinations that have served as backdrops for beloved productions such as Mission: Impossible, Bridget Jones, Harry Potter, House of the Dragon, Paddington, Fast & Furious, and Mary Poppins Returns. From bustling cityscapes to breathtaking countryside, the film invites audiences to step into the scenes and explore the real-life locations behind their favorite on-screen moments.
The campaign is part of VisitBritain’s broader strategy to harness the power of screen tourism, which has proven to be a significant draw for international visitors. According to the agency’s research, more than 90% of potential visitors to the UK are interested in exploring film and TV locations during their trips.
Tourism Minister Sir Chris Bryant emphasized the campaign’s potential to drive economic growth, stating, “Many of the moments that took your breath away in the cinema were filmed in the United Kingdom. We want visitors to experience these stunning locations firsthand, immersing themselves in the scenery and places made famous by film and TV.” He added that the campaign aligns with the UK’s Plan for Change, aiming to boost visitor numbers, support local communities, and strengthen the country’s thriving visitor economy, which is already worth £74 billion.
A Global Rollout with a Star-Studded Approach
The Starring GREAT Britain campaign is being rolled out across some of the UK’s largest and most valuable inbound tourism markets, including Australia, the Gulf Cooperation Council (GCC) countries, France, Germany, and the USA. The launch film is supported by a multi-media advertising campaign featuring large digital billboards in prominent locations such as Berlin’s Kurfürstendamm, Paris’s Gare du Nord Station, Dubai’s City Walk, and Jeddah Corniche in Saudi Arabia.
In addition to the paid advertising, VisitBritain is leveraging its social media channels and partnerships with the international travel trade to amplify the campaign. The agency has also created a dedicated screen tourism hub on its global consumer website, offering themed itineraries and a digital map linking to film-inspired locations, attractions, and experiences across England, Scotland, and Wales.
Driving Bookings and Regional Exploration
To further encourage travel, VisitBritain is collaborating with partners like Expedia Group in key markets and launching marketing activities through its GREAT Gateway Innovation Fund in Germany and the USA. These efforts aim to boost inbound visits through regional gateways, encouraging travelers to explore beyond London and discover lesser-known destinations.
The campaign also invites tourism businesses, attractions, and destinations across Britain to participate by sharing local screen tourism experiences on their channels using the hashtag #StarringGreatBritain.
A Boost for Tourism and the Creative Industries
VisitBritain’s partnership with the British Film Commission underscores the campaign’s dual focus on tourism and the creative industries. The UK’s ability to host major film and TV productions enhances its global appeal but also creates a wealth of screen-related visitor experiences that drive economic growth. Research shows that visitors to the UK are 16% more likely to invest in British businesses, products, and services, highlighting the campaign’s potential to strengthen the country’s global reputation.
The Starring GREAT Britain campaign is a collaboration between the national tourism boards of England (VisitEngland), Scotland (VisitScotland), Wales (Visit Wales), and London & Partners. It is part of the UK Government’s broader GREAT campaign, promoting Britain as a premier destination for tourism, trade, and investment.
As inbound tourism remains one of the UK’s most valuable service exports, contributing an estimated £32.5 billion to the economy in 2024, the Starring GREAT Britain campaign is poised to inspire millions of travelers to put themselves in the picture and book their next adventure to Britain.
For more information and to explore film-inspired itineraries, visit VisitBritain’s screen tourism hub.
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