VisitBritain announced that it has launched a global screen tourism campaign, kicking off with a blockbuster-inspired film that sees Britain the star of the show aiming to drive inbound tourism to the country.

In a press statement, the national tourism agency states that the campaign ‘Starring GREAT Britain’ rolls out internationally this week with a launch film 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.

Chris Bryant

“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,” says Chris Bryant, Tourism Minister of the United Kingdom.

“Our tourism industry is already worth GBP 74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of our breath-taking country. Supporting our Plan for Change, this will help to boost visitor numbers and spend, create opportunity in local communities and set the scene for the UK’s thriving visitor economy for years to come,” he adds.

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

“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 are telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome centre-stage,” says Patricia Yates, CEO, VisitBritain.

Patricia Yates

According to the statement, the first phase of the programme began on January 20 and will run until March 2025. In addition to 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 locations from the famous Kurfürstendamm in Berlin, Germany, to Gare du Nord Station in Paris, France, from the City Walk hub in Dubai in the United Arab Emirates, to the Jeddah Corniche in Saudi Arabia, alongside branded content across social media.

According to the statement, a paid advertising campaign, ‘Starring GREAT Britain’ is being amplified across all VisitBritain’s markets using the powerful reach of its social channels and its work with international travel trade. As part of VisitBritain’s ‘Showcase Britain’ event this month, 120 top travel trade from across 17 markets have been undertaking tailored film-and-TV inspired educational visits across England, Northern Ireland, Scotland and Wales, exploring the latest tourism products and experiences to get those sold in international markets.

VisitBritain is also working with the British film Commission to boost screen tourism across the nations and regions. Tourism and the creative industries are growth industries. The United Kingdom’s capacity to host major film and TV productions, and its world class production offer, boosts the range of screen related visitor experiences and locations, driving economic growth and strengthening perceptions of Britain globally as a place to visit and invest. Research shows that those who have visited the United Kingdom are 16 pc more likely to invest in its businesses, products and services.

“Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures. From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, Starring GREAT Britain inspires visitors to put themselves in the picture, discover more and book a trip to Britain right now,” adds Yates.

The statement adds that inbound tourism is one of the United Kingdom’s most valuable service exports and a major part of British trade, worth an estimated GBP 32.5 billion to the economy in 2024 in visitor spending.