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VisitBritain Launches 'Starring GREAT Britain' Campaign

In an inspiring move aimed at attracting American travelers, VisitBritain has initiated a new global screen tourism campaign, 'Starring GREAT Britain.' This initiative kicked off recently with a vibrant short film that showcases iconic U.K. landmarks through the lens of popular film and television moments. The film aims to spark interest among U.S. visitors and encourage them to explore the beauty and diversity of Britain's regions.

A Cinematic Journey Through Britain

Directed by the acclaimed Academy Award winner Tom Hooper, the launch film cleverly incorporates scenes from well-known titles such as Mission Impossible, Bridget Jones, Spider-Man, and Harry Potter. Each moment in the film highlights the stunning landscapes and urban settings that have starred in these blockbuster productions, offering viewers a front-row seat to what makes Britain unique and exciting.

This campaign aligns well with recent research by VisitBritain, revealing that an impressive 88% of U.S. visitors express a desire to see film and TV locations during their travels to the U.K. This opens up an opportunity for the tourism sector, emphasizing the need to align travel experiences with popular culture.

A Boost for Tourism and Local Economies

Tourism Minister Sir Chris Bryant noted the significance of the British backdrop in many cinematic works. He emphasized how the campaign aims to inspire visitors by allowing them to experience the scenic locations that captivated audiences on screen. He also highlighted that the tourism industry significantly contributes to the U.K. economy, worth approximately £74 billion. This campaign is expected to foster growth and encourage international visitors to discover lesser-known areas of the U.K., enhancing local economies.

Expanding the Narrative

VisitBritain CEO Patricia Yates spoke about the potential of screen tourism to attract visitors from the U.S., the largest contributor to inbound tourism in the U.K. Through film and TV narratives, the campaign paints a picture of contemporary Britain, showcasing not only major attractions but also the vibrant culture, hospitality, and creativity of the nation. She believes this will encourage American travelers to seize the opportunity to embark on their own adventures across Britain.

The advertising campaign kicked off on January 20 and will run through March 2025, intending to extend the reach and impact of the brand. Travelers will see the campaign on billboards across the U.S., while integrated digital initiatives will guide them to a dedicated screen tourism hub on VisitBritain's website, featuring thematic itineraries based on different film genres and highlighting regional destinations.

Collaborations and Partnerships

To amplify the campaign's success, VisitBritain is collaborating with travel partners like Expedia Group to facilitate bookings and encourage visits from regional areas. Additionally, travel trade representatives from the U.S. experienced a specially curated tour featuring tourism offerings in the North East of England, including iconic sites like Alnwick Castle, known as Hogwarts in the Harry Potter films.

Resources for Travelers and Trade

Multiple resources are accessible for travel professionals in the U.S. through VisitBritain's trade website. These include enticing images from film locations and various bookable travel products, ensuring that travel agents can tailor their offerings around this blockbuster theme. Tourism businesses across Britain are also being encouraged to engage with the campaign through social media platforms using the hashtag #StarringGreatBritain.

The campaign has been developed in close cooperation with various tourism boards such as VisitEngland, VisitScotland, and Visit Wales, showcasing the collective strength and appeal of Britain's cinematic heritage. With an estimated 5.5 million visitors expected from the U.S. in 2025, spending around £6.5 billion, the campaign is poised to enhance Britain’s reputation as a must-visit destination.

The Bigger Picture

The 'Starring GREAT Britain' campaign is part of the U.K. Government's broader GREAT initiative, fostering a positive perception of Britain on the global stage. The project is expected not just to elevate tourism but also promote potential investment opportunities, highlighting how those who have visited the U.K. are significantly more likely to consider investing in its businesses and services.

As the world looks forward to travel once again, VisitBritain's innovative approach to drawing inspiration from beloved films and TV shows sets the stage for the new era of tourism. This campaign could very well transform the way American visitors discover Britain, one scene at a time.