VisitBritain, the national tourism agency of the Great Britain, has launched an international campaign to put regional destinations in the North East of England, Scotland and Wales in the spotlight and drive bookings in partnership with Expedia Group, a leading online travel agency.

In a press statement, VisitBritain says that the Got the shot campaign underway from early February to March, uses Expedia Group’s global reach to inspire visitors in Australia, France, Germany and the United States to book a trip to Britain right now.

Patricia Yates

“Partnering with Expedia Group we are converting the inspiration to visit Britain into bookings, showcasing to visitors from our valuable Australian, France, Germany and USA markets why our regional destinations are the real star of the show,” says Patricia Yates, CEO, VisitBritain.

“The campaign not only shines the spotlight on our destinations but also on the exciting experiences visitors can enjoy in the North East of England, Scotland and Wales. From our stunning countryside, our rich heritage and history to our vibrant cities, Britain is the backdrop to so many great stories. Got the Shot inspires visitors to put themselves in the picture and book a trip to Britain today,” she adds.

The statement adds that the campaign is part of VisitBritain’s global campaign ‘Starring GREAT Britain’ which is using the powerful pull of screen tourism that shows that more than 9-out-of-10 potential visitors to the United Kingdom would be keen to visit film and TV locations during a trip.

Rob Torres

“We are excited to partner with VisitBritain to amplify the destination’s beautiful stories, cultures and landscapes through our industry-leading travel media network. According to our recent Unpack ‘25 travel trends report, 66 pc of travellers say their travel choices have been influenced after seeing it on screen. We can’t wait to see what the power of visual storytelling can do to drive tourism to Britain,” says Rob Torres, Senior Vice President, Expedia Group Media Solutions.

According to the statement, the content of the campaign includes a three-part series filmed by BAFTA award winning Director Chris Faith which sees comedy duo Lara Ricote and Stevie Martin set off on an adventure across Britain searching for destinations to experience iconic movie genres.

Destinations featured include Durham and Newcastle in the North East of England, Glasgow and Loch Fyne in Scotland, and Bannau Brycheiniog National Park and Cardiff in Wales.