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Starring GREAT Britain - information for the international travel trade

Introducing Starring GREAT Britain

Launching in 2025, our latest global marketing campaign ‘Starring GREAT Britain’ is harnessing the powerful draw of film and TV to inspire visits to Britain, using it as a hook to highlight the vibrant, modern nation awaiting travellers today. We’re shining the spotlight on our dynamic and diverse destinations and putting our welcome centre-stage, showcasing these as the backdrop to great stories, action and adventure – with Britain the star of the show! 

Why film and TV?

Film and TV shows aren’t just entertainment, they are the ultimate travel inspiration. In fact, our latest research reveals that more than 9 out of 10 potential visitors to Britain dream of visiting iconic on-screen locations. That’s why our ‘Starring GREAT Britain’ campaign is casting Britain’s iconic destinations as the stars of the show, inspiring travellers to broaden their itineraries, visit now, and stay longer. We are showcasing a Britain that is as welcoming, dynamic and diverse as the stories it tells.  

From Paddington’s bustling London to Bridgerton’s elegant Bath and Outlander’s rugged Highlands, the UK is a living, breathing set of blockbusters and favourite series. Visitors can unleash their inner superhero on a high-octane adventure in Britain’s National Parks – from ziplining over Snowdonia (Eryri), rock climbing in the Peak District or skiing in the Cairngorms. Romcom enthusiasts will fall head over heels for our Welsh fairytale castles, cosy Cotswolds pubs and indulgent spas. Fantasy fans can take their pick from magical afternoon teas and flying lessons at a real-life Hogwarts. 

Film and TV inspired resources for the international travel trade

Resources have been developed to shine a spotlight on the locations and experiences that bring film and TV to life, including images inspired by film and TV locations and genres, free to use to help you promote film and TV experience, itineraries featuring trade-bookable product, and products available to book through the VisitBritain Shop. Discover more in the sections below.

Film and TV itineraries

Discover the real star: Great Britain

From the bustling streets of London to the rugged landscapes of the Highlands, Britain takes centre-stage in this star-studded itinerary.

Alnwick Castle

An historic castle with a UK flag at full mast and with a lion statue out the front.
VisitBritain

Discover the real star: Scotland

Discover why Scotland is a true scene-stealer on this cinematic adventure.

VisitBritain/Emmanuel Teikirisi

Man walking towards a castle with sun rising in the sky
VisitBritain

Discover the real star: England

Embark on a cinematic journey across England and discover the real star of the show.

Alnwick Castle

A group of people lined up for a Broomstick Training lesson with the wizarding professors by a large castle.
VisitBritain

Discover the real star: Wales

Wales truly shines as the star of the show on this exhilarating set-jetting adventure.

VisitBritain/Ben Selway

Family hiking in the mountains on a cloudy day
VisitBritain

Discover the real star: Great Britain

From the bustling streets of London to the rugged landscapes of the Highlands, Britain takes centre-stage in this star-studded itinerary.

Alnwick Castle

An historic castle with a UK flag at full mast and with a lion statue out the front.
VisitBritain

Discover the real star: Scotland

Discover why Scotland is a true scene-stealer on this cinematic adventure.

VisitBritain/Emmanuel Teikirisi

Man walking towards a castle with sun rising in the sky
VisitBritain

Discover the real star: England

Embark on a cinematic journey across England and discover the real star of the show.

Alnwick Castle

A group of people lined up for a Broomstick Training lesson with the wizarding professors by a large castle.
VisitBritain

Discover the real star: Wales

Wales truly shines as the star of the show on this exhilarating set-jetting adventure.

VisitBritain/Ben Selway

Family hiking in the mountains on a cloudy day
VisitBritain

Top film and TV destinations

London

Discover world-leading museums and galleries, UNESCO World Heritage sites, and a city brimming with history and culture.

VisitBritain/Hazel Parreno

Picadilly Circus underground station

Edinburgh

Explore Edinburgh, capital of Scotland, the world’s leading festival city and home to 10 international festivals.

VisitBritain/Andrew Pickett

Image Edinburgh

A young couple taking a selfie of view over historic town

Cardiff

Explore Wales’ capital city Cardiff, famed for its iconic rugby stadium, Victorian shopping arcades, and thriving food scene.

VisitBritain/Ben Selway

A gay couple, with arms linked, shopping indoors

Bath

Famed for its Roman spa and Georgian architecture, the UNESCO World Heritage city of Bath has long been celebrated as a wellness and cultural retreat.

VisitBritain

Woman in the swimming pool, Thermae Bath Spa, Bath, Somerset, England.

Birmingham

Britain’s second largest city, Birmingham is an industrial hub with a vibrant, creative heart.

West Midlands Growth Company

Historical building, with a clock tower, beside a fountain

Brecon Beacons

From rolling valleys and sweeping peaks to dramatic waterfalls, the Brecon Beacons (Bannau Brycheiniog) National Park in South Wales is overflowing with natural wonders, culture and heritage.

Nici Eberl

Crowd at the Green Man Festival in front of the stage

Glasgow

Glasgow, Scotland’s largest city, is full of character, with striking architecture, abundant green spaces, and a music scene as vibrant as its people.

Glasgow Life / Paul Watt Photography

A couple sitting on a hill in park, with Glasgow skyline, and people cycling and walking along park paths.

Liverpool

Liverpool is a UNESCO City of Music with more museums and galleries than any city outside of London.

Oh Me Oh My

Rooftop of Oh me oh my restaurant in Liverpool

Manchester

Home to Manchester United and music legends, Manchester is one of Britain’s most dynamic cities, with an industrial history matched by its modern-day appeal.

VisitBritain/Jacob Niblett

Group of friends walking by the canal in Castlefield

Newcastle-Gateshead

The city of Newcastle stands on the north bank of the River Tyne, connected to the neighbouring town of Gateshead by seven bridges.

NGI/ Angela Carrington

A woman and a man walk along a riverside with iconic buildings and a bridge beyond

Northumberland

Northumberland features historic castles, coastal trails and spectacular scenery within its National Park.

VisitBritain/Chris Ceasar

View from a distance of a castle on hill near a beach

North Wales

North Wales is brimming with UNESCO World Heritage sites, magnificent castles, stunning coastlines, rolling hills and adrenaline-fuelled adventure.

VisitBritain/Lee Beel

Harlech Castle standing on a grassy hilltop in North Wales. Blue skies and clouds

The Scottish Highlands

Located in the northern reaches of Scotland, the wild and awe-inspiring Scottish Highlands are all about scenic beauty and adventure.

VisitBritain/Nadir Khan

Two mountain bikers cycling downhill down a mountain

Snowdonia (Eryri)

From its peaks and tumbling waterfalls, to charming villages and 200-miles of beautiful coastline, Snowdonia (Eryri) is Wales’ largest national park.

VisitBritain/Daniel Struthers

A man jumping across a stream whilst hiking

York

York is a medieval walled city with Viking and Roman heritage, famed for its magnificent cathedral and abundance of museums.

VisitBritain/Sam Barker

Image York

Woman wearing trench coat and pink hat walking through narrow historic street of York, North Yorkshire, England.

London

Discover world-leading museums and galleries, UNESCO World Heritage sites, and a city brimming with history and culture.

VisitBritain/Hazel Parreno

Picadilly Circus underground station

Edinburgh

Explore Edinburgh, capital of Scotland, the world’s leading festival city and home to 10 international festivals.

VisitBritain/Andrew Pickett

Image Edinburgh

A young couple taking a selfie of view over historic town

Cardiff

Explore Wales’ capital city Cardiff, famed for its iconic rugby stadium, Victorian shopping arcades, and thriving food scene.

VisitBritain/Ben Selway

A gay couple, with arms linked, shopping indoors

Bath

Famed for its Roman spa and Georgian architecture, the UNESCO World Heritage city of Bath has long been celebrated as a wellness and cultural retreat.

VisitBritain

Woman in the swimming pool, Thermae Bath Spa, Bath, Somerset, England.

Birmingham

Britain’s second largest city, Birmingham is an industrial hub with a vibrant, creative heart.

West Midlands Growth Company

Historical building, with a clock tower, beside a fountain

Brecon Beacons

From rolling valleys and sweeping peaks to dramatic waterfalls, the Brecon Beacons (Bannau Brycheiniog) National Park in South Wales is overflowing with natural wonders, culture and heritage.

Nici Eberl

Crowd at the Green Man Festival in front of the stage

Glasgow

Glasgow, Scotland’s largest city, is full of character, with striking architecture, abundant green spaces, and a music scene as vibrant as its people.

Glasgow Life / Paul Watt Photography

A couple sitting on a hill in park, with Glasgow skyline, and people cycling and walking along park paths.

Liverpool

Liverpool is a UNESCO City of Music with more museums and galleries than any city outside of London.

Oh Me Oh My

Rooftop of Oh me oh my restaurant in Liverpool

Manchester

Home to Manchester United and music legends, Manchester is one of Britain’s most dynamic cities, with an industrial history matched by its modern-day appeal.

VisitBritain/Jacob Niblett

Group of friends walking by the canal in Castlefield

Newcastle-Gateshead

The city of Newcastle stands on the north bank of the River Tyne, connected to the neighbouring town of Gateshead by seven bridges.

NGI/ Angela Carrington

A woman and a man walk along a riverside with iconic buildings and a bridge beyond

Northumberland

Northumberland features historic castles, coastal trails and spectacular scenery within its National Park.

VisitBritain/Chris Ceasar

View from a distance of a castle on hill near a beach

North Wales

North Wales is brimming with UNESCO World Heritage sites, magnificent castles, stunning coastlines, rolling hills and adrenaline-fuelled adventure.

VisitBritain/Lee Beel

Harlech Castle standing on a grassy hilltop in North Wales. Blue skies and clouds

The Scottish Highlands

Located in the northern reaches of Scotland, the wild and awe-inspiring Scottish Highlands are all about scenic beauty and adventure.

VisitBritain/Nadir Khan

Two mountain bikers cycling downhill down a mountain

Snowdonia (Eryri)

From its peaks and tumbling waterfalls, to charming villages and 200-miles of beautiful coastline, Snowdonia (Eryri) is Wales’ largest national park.

VisitBritain/Daniel Struthers

A man jumping across a stream whilst hiking

York

York is a medieval walled city with Viking and Roman heritage, famed for its magnificent cathedral and abundance of museums.

VisitBritain/Sam Barker

Image York

Woman wearing trench coat and pink hat walking through narrow historic street of York, North Yorkshire, England.

TV and Film experiences and tours

VisitBritain Shop products

Useful resources

These resources provide essential information and inspiration about travel to and around Britain, as well as useful tools and assets to help you promote film and TV locations and experiences. 

Travel Trade resources

Tools and resources for the international travel trade.

Click here for international travel trade resources

UK industry resources

Tools and resources for the UK industry.

VisitBritain asset library

Visit our asset library to see our collection of images and video inspired by film and TV locations and genres, free to use to promote film and TV related locations and experiences.