To boost inbound tourism across the UK, the national tourism agency VisitBritain has launched a new global screen tourism campaign featuring a blockbuster-inspired film showcasing the country’s iconic film locations.

The campaign, titled Starring GREAT Britain, features popular film and TV moments from titles such as Mission: Impossible, Bridget Jones, Spider-Man, and Harry Potter. This cinematic journey aims to entice viewers by highlighting the stunning scenery and attractions available across Britain.

The launch film is directed by the Academy Award-winning British filmmaker Tom Hooper and supports a broader advertising initiative targeting key markets, including Australia, Gulf Co-operation Council countries, France, Germany, and the USA.

Research from VisitBritain indicates a high interest in film tourism, with more than 90% of potential visitors interested in visiting film and TV locations during their trips.

Chris Bryant, the UK Tourism Minister, commented: “The breathtaking moments captured in films were often shot right in our own country, from the stunning landscapes to the cityscapes. We want tourists to experience these locations firsthand.”

Patricia Yates, CEO of VisitBritain, added: “Our destinations are the real stars in Starring GREAT Britain as we utilize the magnetic pull of screen tourism to not only attract international travelers but also enhance their spending across various regions. By using film and television as tools, we can effectively present Britain today and showcase its diverse offerings.”

This campaign is part of a continued effort by VisitBritain, scheduled to run from January 20 to March 2025, aiming to draw attention to Britain’s impressive visitor economy valued at £74 billion.