VisitBritain/Rod Edwards
How to share your content and stories with VisitBritain
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We continue to want to work with industry to share the most exciting, relevant stories of our welcoming, dynamic and diverse country, inspiring visitors to explore across the nations and regions. Got something that will wow international travellers? Discover how to align your content with our 2025 calendar and amplify your reach. Find out more about how to submit ideas for our website, media centre, and social media channels to reach new audiences.
How do you plan and gather your content?
Britain has so many destinations, experiences and things to do we could not possibly cover everything Britain has to offer. Instead, we focus our content on a range of seasonal themes which resonate with our key audience of Experience Seekers and enables us to feature many regions of Britain. As part of our Starring GREAT Britain campaign, we’re particularly shining a spotlight on experiences and places which connect to, or have inspired, globally recognised films and TV shows.
Those themes are captured in our annual Content Calendar.
VisitBritain’s 2025 Content Calendar.pdf
Download VisitBritain's 2025 Content Calendar
The Content Calendar has been created in collaboration with our nation partners - VisitEngland, VisitScotland, VisitWales, Tourism Northern Ireland, and London & Partners - to ensure we reflect regional priorities across Britain.
Fuelled by audience insights and the hottest travel trends, the Content Calendar is the simplest way to see what we are talking about and when. You can also use our Content Calendar to align content on your own channels, so that collectively we amplify our message to the world.
Who is your main audience?
Our global priority audience is a type of traveller we call Experience Seekers – high-value travellers aged 25–44 who are ready to pack their bags and explore. They’re spontaneous, love squeezing the most out of their trips, and crave unique experiences to share. They’re particularly interested in different cultures, innovative food & drink, and exciting activities.
Can I use your content themes on our own channels?
Yes - the more we align our messaging, the louder our voice and the bigger the impact, so please pick up our themes in ways that work for your own channels.
For example:
Can you create content to match these themes on your own website through itineraries, listicles or features?
Can you create social reels, posts or stories inspired by these themes?
Can you encourage businesses in your area to extend the themes even further?
Our primary consumer social channel is Instagram. When posting content for international audiences, please tag us @lovegreatbritain, and if posting film & TV-related content, include the hashtag #StarringGREATBritain
You’ll find a wide range of images free to use for trade marketing and PR use on our asset library.
Where could you feature our stories?
Where relevant, we’ll work to include your stories in our own channels.
Website:
Our consumer website is translated into five languages and connects with over 3.5 million consumers worldwide. We can potentially feature your content in itineraries, themed roundups, event guides on visitbritain.com and travel trade resources on visitbritain.org
PR:
With a media reach of 1.3 billion annually, we can highlight your stories in press newsletters, seasonal features, and yearly roundups shared with global consumer media titles across 21 markets.
Social media:
With 3 million monthly views and over 115,000 engagements, we can spotlight your content across our consumer and corporate social channels, create custom posts inspired by your stories, and actively engage with your brand to amplify your reach.
What kind of content are you interested in?
What’s New
Tell us about Britain’s newest openings, seasonal highlights, or reimagined experiences. Your latest news can provide hooks to excite visitors, refresh our consumer website VisitBritain.com with the latest buzz and feature in press releases to grab global attention.
Starring GREAT Britain
Our global campaign, Starring GREAT Britain, celebrates Britain as the true star of the show in iconic films and TV. From legendary filming locations to behind-the-scenes stories, we are using the magic of the screen to inspire visitors to explore everything our nations and regions have to offer.
Do you have a product linked to film and TV genres, or know about a production happening nearby?
Use the hashtag #StarringGREATBritain in your own social content so we can help spread the word
Share your story with us through the channels below
Find out more about the campaign on our Starring GREAT Britain page
People Stories
We are interested in hearing about passionate people from the tourism economy who can help us communicate what’s great about Britain, in all its diversity. They might be a brilliant local guide, a charismatic expert, or someone pioneering a new experience for international visitors. If they have a great story to tell, we would like to hear more. We will consider them for our content plans, including:
Long-form video and editorial pieces for VisitBritain.com
Short, snappy social-first videos
Pitches to international media or include in press trips
Can I send you images or video?
The VisitBritain asset library contains a wide range of images and video showcasing Britain, with rights agreed for trade marketing and PR purposes internationally. To use assets shared with us, we require assurances that the below agreements are in place:
Copyright release from the creator or rights holder
Model release for all identifiable individuals - including members of the public e.g. in crowds
Artist release / license for any artworks featured in imagery
Property release for locations featured
As a result of these requirements, it is rarely practical for us to review and use unsolicited submissions. However, if you have a news story or piece of content to share, please see the below contacts.
If you have imagery you would like included in our media and trade press releases, please contact our News & Media team.
If you have a great story idea with fully rights-cleared images available, please contact us through the channels below, so that we can review.
How can I submit content ideas?
We work closely with Britain’s regional and national tourism bodies to coordinate our communications. The best way of connecting with us is via these partners.
If you are a local attraction or tourism organisation in Wales, Scotland or Northern Ireland, please reach out to the relevant national tourism body: Visit Wales, Visit Scotland, or Tourism Northern Ireland
If you are a London venue or attraction, please reach out to London & Partners
If you are a local attraction in England (outside London), please reach out to your Local Visitor Economy Partnership (LVEP) – find yours here
If you are an LVEP or Destination Development Partnership (DDP) in England – please communicate with Visit England via your Regional Development Representative
If you are a national or international travel / tourism brand, please send your content to us with the subject line: Content submission + theme name
When are your deadlines?
Our content plans are finalised three months ahead, so we require content submissions at least four months before a theme launches.
Checklist before you hit send:
Does this appeal to international Experience Seekers?
Is it uniquely British – something visitors can’t find elsewhere?
Does it reflect a welcoming, dynamic and diverse Britain?
While we read every submission, we cannot guarantee publication, and we will only contact you if we need more details.
Deadlines for 2025 themes:
Cool Green Summer: 31 January 2025
British Sports: 31 January 2025
Romantic Escapes: 30 April 2025
Bringing People Together: 31 July 2025
What happens next?
Our content team will review all submissions and select those that best align with our themes and international traveller interests. Please note: we cannot guarantee publication. We regularly liaise with Britain’s national and regional tourism organisations to review content ideas and plan for the future.
