VisitBritain has launched a global screen tourism campaign to promote the UK as a must-visit destination for film and TV fans.
The ‘Starring GREAT Britain’ campaign highlights the country’s most famous filming locations, drawing inspiration from movies and TV series such as Mission: Impossible, Harry Potter, Spider-Man, House of the Dragon, and Bridget Jones.
Directed by Academy Award-winning filmmaker Tom Hooper, the campaign’s launch film showcases Britain’s landscapes and cityscapes that have served as backdrops for iconic productions.
The advertising campaign will run across key inbound visitor markets, including Australia, France, Germany, the USA, and the Gulf Cooperation Council (GCC) countries, with large digital billboards appearing in high-traffic areas such as Berlin’s Kurfürstendamm and Paris’ Gare du Nord.
According to Sir Chris Bryant, UK Tourism Minister, the campaign aims to capitalize on the cinematic appeal of British locations. “Many of the moments that took your breath away in the cinema were filmed in the United Kingdom. We want visitors to experience these places first-hand,” he said.
VisitBritain’s research reveals that more than 90% of potential visitors are interested in exploring film and TV locations during their trip. The campaign’s digital hub offers themed itineraries based on different genres, from action-packed adventures to romantic getaways. Travelers can also access an interactive map linking famous filming spots across England, Scotland, and Wales.
The full list of locations from films and TV shows featured in the launch film includes:
London:
Mary Poppins Returns: Location: London (scene was shot in Shepperton Studios).
Mission: Impossible – Fallout: Location: St Paul’s.
Notting Hill: Location: Kenwood House.
Paddington: Location: Portobello Road (in the sky).
Sherlock Holmes: Location: Houses of Parliament and the Thames.
Spider-Man: Far From Home: Location Tower Bridge.
England:
Bridget Jones: The Edge of Reason: Location: Headcorn Aerodrome in Ashford, Kent.
Bridgerton: Location: West Wycombe Park, Buckinghamshire.
Jurassic World: Fallen Kingdom: Location: Cragside, Northumberland.
Mission: Impossible – Dead Reckoning: Location: Lake District, Cumbria.
Paddington 2: Location: Countryside at Ullswater, Cumbria.
Succession: Location: Eastnor Castle, Herefordshire.
Wales:
House of the Dragon: Location: Anglesey, North Wales.
Scotland:
F9: Location: Edinburgh, Lowlands.
Harry Potter & the Prisoner of Azkaban: Location: Loch Shiel, Highlands.
The initiative extends beyond marketing efforts, as VisitBritain collaborates with the British Film Commission to develop screen tourism across the UK. The tourism sector is expected to generate £32.5 billion in visitor spending in 2024, and leveraging Britain’s strong ties to film and TV aims to boost local economies further.
Alongside the film and digital ads, VisitBritain is working with travel industry partners like Expedia Group to encourage bookings. Additional promotions will launch in February, targeting potential travelers in Germany and the USA through the GREAT Gateway Innovation Fund.
Tourism businesses and attractions across Britain have been invited to participate in the campaign by sharing their own screen tourism experiences using #StarringGreatBritain. Through a mix of digital marketing, travel trade initiatives, and high-profile advertising, VisitBritain hopes to inspire travelers to step into the scenes of their favorite movies and experience the UK in a whole new way.
First Photo Credit: VisitBritain/Disney
