National tourism agency VisitBritain has this week officially launched the highly anticipated global screen tourism campaign.
The campaign kicked off with a blockbuster-inspired film with Britain the star of the show.
The ‘Starring GREAT Britain’ launch film draws on iconic film and TV moments from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Mary Poppins Returns and more.
The film takes viewers on a cinematic journey through Britain, showcasing familiar movie locations.
The launch film was directed by Academy Award-winning British director Tom Hooper.
It is supported by a wider advertising campaign which is underway across the UK’s most valuable inbound visitor markets including Australia, the GCC countries, France, Germany and the US.
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: “We want visitors from home and abroad to immerse themselves in the scenery and locations made famous thanks to film and TV.”
“Our tourism industry is already worth £74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of the country.’
The first phase of the international ad campaign started from 20 January and runs until the end of March 2025.
As well as the launch film, the multi-media advertising campaign uses a mix of channels to showcase destinations across England, Scotland and Wales.
The campaign on large digital billboards in locations including Kurfürstendamm in Berlin, to Gare du Nord Station in Paris.
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.
A digital map links to film inspired locations, attractions and experiences across the nations and regions.
