Britain is set to roll out an exciting new campaign called “Starring Great Britain” in January 2025, as part of an initiative by Visit Britain, inviting visitors to discover some of the nation’s most iconic filming locations for their favorite films and TV series. The campaign extends beyond the traditional hotspots of London, encouraging exploration of diverse filming sites across the UK. With an increasing volume of television shows and blockbuster films being shot in regions like Bath, Oxford, Manchester, and the picturesque landscapes of Wales, this campaign opens avenues for fans to immerse themselves in the cinematic world. Patricia Yates, CEO of Visit Britain, highlights that a significant 90% of visitors to the UK express interest in engaging with film and TV experiences, underscoring the public’s desire for unique and localized travel experiences.
The campaign promotes Britain’s growing cinematic identity by encouraging fans of notable shows and films to visit real-life locations that inspired them. Locations such as Bath are particularly popular among fans of “Bridgerton,” where visitors can take part in regency-themed experiences, including guided tours of stunning Georgian architecture such as The Royal Crescent. Oxford, known for its historic colleges, becomes a must-visit for fans of the recent “Wonka” film, while those enchanted by the “Harry Potter” franchise can experience enchanting settings such as Alnwick Castle in Northumberland, which doubled as Hogwarts. Moreover, movie buffs can find themselves as part of the Marvel Cinematic Universe in Manchester, which served as a stand-in for New York in the “Captain America” films, or walk through the iconic locations of “Peaky Blinders” at the Black Country Living Museum near Birmingham.
A significant emphasis of the campaign lies in demonstrating how film can be leveraged as a powerful driver of inbound tourism. The film industry not only attracts diverse visitors but also supports local economies, enriching community life. Yates notes that the trend of regenerative tourism—a focus on authentic experiences that benefit local communities—is flourishing. With 39 million visitors recorded in 2024 and further growth expected, especially from American and Asian markets, the campaign is poised to catalyze local economic growth. Cultural and historic destinations have the potential to draw tourism, boosting local cafés, restaurants, and shops that rely on the influx of visitors. Britain’s compact size and comprehensive transport networks make it feasible for tourists to easily transition from urban settings to rural or coastal environments, broadening the scope of travel experiences.
The synergy between Britain’s rich history and its emerging status as a go-to filming location lies at the heart of its cinematic appeal. Yates explains that the varied settings not only add visual depth but also enhance storytelling through their timeless charm. As filmmakers look to keep stories alive over extended periods, Britain’s diverse landscapes promise to be featured onscreen for years to come. Visit Britain has positioned itself strategically, creating partnerships with major film studios and collaborating with the British Film Commission to attract filmmakers to explore new, stunning locations for production. Such initiatives ensure that Britain’s mesmerizing scenery continues to captivate audiences globally while providing unique tourism opportunities.
The campaign aims to harness the burgeoning potential of the film tourism sector by showcasing the authenticity and allure of Britain’s film locations. There is a significant focus on appealing to the modern traveler, who increasingly seeks immersive experiences that offer connections to the stories and characters they cherish. This initiative not only promotes tourism but also fosters a sense of community by encouraging visitors to engage with local culture and history. The positive impact on local businesses and communities cannot be overstated, as increased foot traffic will support everything from eateries to accommodation providers, offering a win-win scenario for all parties involved.
Overall, “Starring Great Britain” aims to craft a cinematic narrative that extends beyond traditional tourism, positioning the UK as an essential destination for film enthusiasts. By engaging visitors with the locations of their favorite films and series, the campaign highlights Britain’s cultural significance and contributions to cinema history. With the anticipated rise in visitors and the expansion of film productions across the country, Britain is poised to carve out a substantial niche within the global tourism landscape, ultimately enriching the travel experience for many while honoring its rich cinematic heritage. Through this initiative, Visit Britain hopes to celebrate and elevate the diverse stories that the UK’s landscapes have to tell on screen and beyond.
