VisitBritain has unveiled its global screen tourism campaign, “Starring GREAT Britain,” highlighting the UK’s iconic filming locations. Directed by Academy Award-winning Tom Hooper, the campaign features destinations seen in films and TV shows like Harry Potter, Mission: Impossible, Bridget Jones, and House of the Dragon. The campaign aims to inspire travellers to visit these cinematic backdrops, boosting the UK’s appeal as a premier travel destination.

This initiative comes as VisitBritain’s research reveals that over 90% of international visitors are eager to explore film and TV locations during their UK trips. The first phase, running from January to March 2025, includes a digital advertising push in key markets like Australia, the USA, France, Germany, and GCC countries. A dedicated screen-tourism hub on VisitBritain’s website offers genre-based itineraries, interactive maps, and recommendations for regional attractions to encourage longer stays and broader exploration.

Tourism Minister Sir Chris Bryant emphasised the campaign’s economic significance, noting the tourism sector’s GBP 74 billion contribution to the UK economy. He highlighted the potential for this campaign to increase visitor numbers, local spending, and economic growth. Similarly, VisitBritain CEO Patricia Yates described the campaign as a way to harness the power of screen tourism to boost regional economies while showcasing the UK’s dynamic and diverse destinations.

The campaign is amplified across VisitBritain’s social channels and through partnerships with the British Film Commission and international travel trade. By connecting the UK’s creative and tourism industries, the initiative aims to position Britain as a global leader in screen tourism while strengthening its economic and cultural ties with international markets.