VisitBritain Unveils 'Starring GREAT Britain' Campaign at Osaka Expo 2025

VisitBritain Launches New Campaign at Osaka Expo 2025

The United Kingdom's national tourism agency, VisitBritain, is gearing up for a significant showcase at the Osaka Kansai Expo 2025, specifically on May 22, which is designated as 'UK National Day.' During this event, the agency will present its global screen tourism campaign titled 'Starring GREAT Britain.' This initiative highlights how movies and television shows inspire travelers to explore the captivating landscapes and cultural attractions across the UK.

The campaign is designed to captivate audiences by linking stunning visuals derived from renowned films and series that feature picturesque British locations. Attendees at the Expo will not only see digital billboards displaying campaign visuals but will also immerse themselves in the interactive 'Casting Call' booth. Here, visitors can engage as 'co-stars,' thereby experiencing a taste of the adventure that awaits them in the UK. For those looking for a cinematic experience, a blockbuster-style launch video will also be screened, showcasing various filming locations across Britain, allowing the audience to feel as if they're on the front row at the movies.

According to recent research conducted by VisitBritain, a staggering 70% of Japanese travelers considering visiting the UK expressed a desire to explore filming locations and places they have seen on screen. This statistic underlines the powerful connection that film and television have in influencing travel decisions, particularly for Japanese tourists.

Patricia Yates, CEO of VisitBritain, emphasized the importance of this day:

“UK National Day serves to highlight the significance of visitors from Japan and presents a timely opportunity to promote travel to the UK through the 'Starring GREAT Britain' campaign.”

The initiative aims not only to convey current narratives about the UK through film and TV but also to present the diverse and dynamic tourist attractions alongside the warm hospitality that the country is known for. By doing so, the campaign seeks to inspire visitors to uncover more about the UK, stay longer, and cultivate a desire to visit immediately.

In addition to activities at the Expo, VisitBritain will also host 'UK Tourism Day' on June 5 at the UK Pavilion. This event will cater to industry professionals, media, and government representatives, offering them a detailed view of the UK's promotional efforts as a travel destination.

This campaign is part of a broader strategy by VisitBritain aimed at maximizing its engagement in the Japanese market. In conjunction with the travel industry, they are promoting new tourist products, developing model itineraries for future travelers, and conducting press tours for Japanese media to further unveil the charm of the UK.

Japan is considered an essential market for tourism in the UK. Recent forecasts by VisitBritain predict that the number of Japanese tourists visiting the UK will reach approximately 389,000 by 2025, marking a 24% increase from previous years. The anticipated travel expenditure from these visitors is projected to be around £433 million, reflecting a substantial 30% increase compared to past figures.

In summary, VisitBritain's proactive approach at the Osaka Kansai Expo 2025 signifies a strategic move to heighten awareness and draw Japanese tourists to experience the unique offerings of the UK, especially through familiar and beloved lenses of cinema and television.

For more information on the 'Starring GREAT Britain' campaign and the variety of attractions that visitors can explore in the UK, you can visit VisitBritain's official site here.

Also, learn more about the UK government’s 'GREAT Campaign' here.

To view the full launch video of 'Starring GREAT Britain' with Japanese subtitles, you can find it on YouTube here.