'Starring GREAT Britain' Film and TV campaign
Film and TV tourism
Set-jetting is a booming trend in travel. According to Expedia Group, more than half of international travellers said TV shows and films inspire their travel plans. The British Film Institute (BFI) reports that inbound tourists to the UK spent an estimated £892.6 million in film-related screen tourism in 2019 alone, making screen tourism an increasingly valuable part of the UK’s global tourism offer.
How VisitBritain is capturing this interest to motivate visits today
Our upcoming campaign ‘Starring GREAT Britain’ will once again put Britain in a leading role, using the power of screen tourism and the booming set-jetting trend. The beauty of film tourism is that it truly puts Britain’s regional destinations centre stage.
Launching in USA, Australia, Germany, France and GCC in January 2025, we will be inviting audiences to ‘see things differently’ through the lens of film and TV to demonstrate a welcoming, dynamic, and diverse Britain and drive urgency to visit.
Through our Memorandum of Understanding with the British Film Commission, we are working with major film and TV studios to unlock opportunities and help tell a British screen tourism story across all our marketing and communications channels.
We will be collecting product and experiential content from our destination partners across the whole of the country that best represents our brand positioning, using film and TV as the inspiration and hook into wider destination content.
We will also provide a suite of Starring GB tools & assets including ideas and itineraries that UK industry can use to align themselves with the campaign and we can use to inspire overseas resellers to create new programmes or enhance existing ones.
Watch this space to find out more about the campaign and ways for industry to get involved.
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