VisitBritain partners with Expedia Group to boost inbound tourism
National tourism agency VisitBritain together with with Expedia Group, launched an international campaign to showcase regional destinations in the North East of England, Scotland and Wales.
The ‘GOT THE SHOT’ campaign will help drive awareness of the regions and boost inbound bookings.
Running to March, the campaign uses Expedia Group’s global reach to inspire visitors in Australia, France, Germany and the US to book a trip to Britain.
The campaign is part of VisitBritain’s global campaign ‘Starring GREAT Britain’ which is leveraging the pull of movie and TV locations to boost tourism to Britain.
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.
VisitBritain CEO Patricia Yates said: “Partnering with Expedia Group we’re converting the inspiration to visit Britain into bookings.”
“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.”
Content includes a three-part series filmed by BAFTA award winning Director Chris Faith which sees comedy duo Lara Ricote and Stevie Martin set off across Britain searching for destinations to experience iconic movie genres.
They visit destinations and tourist experiences in Wales, Scotland and the North East of England.
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.
SVP, Expedia Group Media Solutions, Rob Torres said: “We are excited to partner with VisitBritain to amplify the destination’s stories, cultures and landscapes. We can’t wait to see what the power of visual storytelling can do to drive tourism to Britain.”
The campaign will also feature immersive video content, digital ads and a dedicated Expedia hub with market specific microsites.
Inbound tourism was worth an estimated £32.5 billion in visitor spending to the economy in 2024.
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