To drive inbound tourism across Britain, national tourism agency VisitBritain has launched a global screen tourism campaign, kicking off with a blockbuster-inspired film that sees Britain as the star of the show.

The campaign ‘Starring GREAT Britain’ rolls out internationally with the launch film (above), drawing on iconic film and TV moments from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Paddington to Fast & Furious to Mary Poppins Returns and more. The film takes viewers on a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action. 

The launch film, directed by Academy Award-winning British director Tom Hooper, is supported by a wider advertising campaign which is underway across the UK’s largest and most valuable inbound visitor markets including the USA, Australia, France, Germany and the Gulf Co-operation Council (GCC) countries.  

Step back in time on a steam train ride in North Wales © VisitBritain / Ben Selway

The campaign comes as VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip.

Tourism Minister Sir Chris Bryant said: “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.”

Iconic St Paul’s Cathedral in London © VisitBritain / Sam Barker

VisitBritain CEO Patricia Yates said: “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. Using film and TV as the hook we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome centre-stage.“

The first phase of the international advertising campaign runs until the end of March 2025 and is part of a longer-term screen tourism focus by VisitBritain.  

As well as the launch film, the multi-media advertising campaign uses a mix of channels to showcase destinations across England, Scotland and Wales as the backdrop to great stories, action and adventure. People will see the campaign on large digital billboards in famous locations, alongside branded content across social media.

Majestic Ben Nevis in the Highlands of Scotland © VisitBritain / Nadir Khan

The advertising also directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer. A digital map on the hub links to film inspired locations, attractions and experiences across the nations and regions.  

Janet Redler, Managing Director of Janet Redler Travel, added: “This inspirational new campaign is sure to encourage many more visitors to Britain to explore the locations associated with their favourite movies and TV shows. From vibrant cities to spectacular countryside, there are so many iconic filming locations to discover.”

Historic Cardiff Castle in Wales © VisitBritain / Rama Knight

The ‘Starring GREAT Britain’ campaign, part of the UK Government’s GREAT campaign, has been developed working in close collaboration with the national tourism boards of England (VisitEngland), Scotland (VisitScotland) and Wales (Visit Wales), as well as London & Partners. 

Inbound tourism is one of the UK’s most valuable service exports and a major part of British trade, worth an estimated £32.5 billion to the economy in 2024 in visitor spending. 

If you or your group would like to experience first-hand the filming locations that featured in your favourite movies and TV shows on a tailor-made location tour of Britain, please do contact our friendly team today.