To entice Australian travellers, VisitBritain has launched a groundbreaking screen tourism campaign, leveraging the UK’s rich cinematic history to drive visitation. The campaign, ‘Starring GREAT Britain’, brings Britain’s legendary film and TV locations into the spotlight, allowing travellers to step into the scenes that have captivated global audiences.
Kicking off with a spectacular short film, the campaign draws inspiration from some of the biggest blockbusters and television series, including Mission: Impossible, Bridget Jones, House of the Dragon, Harry Potter, Paddington, Fast & Furious, Succession, Mary Poppins Returns, and more.
With a Hollywood-worthy production, the campaign transforms the UK into an awe-inspiring movie set, highlighting its vibrant cities, stunning countryside, and historic landmarks—each serving as the backdrop for countless cinematic masterpieces.
The Power of Screen Tourism
Screen tourism—where travellers visit destinations featured in their favourite films and TV shows—is a rapidly growing industry. According to VisitBritain’s latest research, 86% of surveyed Australian travellers expressed a strong interest in visiting locations tied to film and television productions.
UK Tourism Minister Sir Chris Bryant emphasized the economic potential of this initiative:
“Many of the moments that took your breath away in the cinema were filmed in the United Kingdom. Stunning scenery, amazing cityscapes, and great cinematic talent have combined over the years in a truly exceptional way. We want visitors from home and abroad to experience them first-hand by immersing themselves in the scenery and locations made famous thanks to film and TV.”
He further highlighted the UK tourism sector’s substantial contribution, valued at £74 billion, and underscored how this campaign is set to accelerate growth by inviting more global visitors to experience Britain’s unparalleled landscapes and cultural heritage.
Global Rollout and Australian Focus
This multi-faceted campaign is being launched simultaneously in key international markets, including Australia, France, Germany, the Gulf Cooperation Council (GCC) countries, and the United States. A significant emphasis is being placed on Australia, where strong demand for UK travel continues to rise.
In collaboration with Val Morgan Cinema, VisitBritain promotes the campaign across major Australian cities, including Sydney, Melbourne, and Brisbane. Special events such as Mov’in Bed, Sydney’s leading outdoor cinema experience, will host British film-themed nights, directly bringing Britain’s movie magic to Australian audiences.
The campaign’s out-of-home (OOH) advertising strategy extends across VMO’s extensive retail media network in Sydney and Melbourne, ensuring maximum visibility for British destinations among Australian travellers.
Innovative Digital Integration & Travel Trade Partnerships
The campaign also integrates a dedicated screen-tourism hub on VisitBritain’s website, providing travellers with customized itineraries based on their favourite film genres—romance, fantasy, action, and adventure. The digital hub features an interactive map linking visitors to film-inspired attractions across England, Scotland, Wales, and Northern Ireland.
VisitBritain has partnered with Expedia Group in Australia, France, Germany, and the USA to amplify its reach further and convert interest into bookings. In addition, a strategic collaboration with Emirates will see a six-city roadshow across Australia and New Zealand, where travel agents will receive specialized training on promoting Britain’s film and TV-inspired travel experiences.
On-the-Ground Experiences for Travel Trade
As part of VisitBritain’s ‘Showcase Britain’ event, a select group of eight top travel trade representatives from Australia and New Zealand embarked on an exclusive film and TV-themed tour of the UK. Their journey included:
- Cumbria’s Lake District: A visit to The World of Beatrix Potter, bringing to life the enchanting world of Peter Rabbit and friends.
- Liverpool’s Cinematic Hotspots: Iconic filming locations from Peaky Blinders, Batman, and Captain America.
This initiative ensures that frontline travel professionals are well-equipped to inspire and guide Australian travellers eager to experience Britain’s cinematic magic first-hand.
A Collaborative Effort to Elevate UK Tourism
The ‘Starring GREAT Britain’ campaign is a joint initiative involving the national tourism boards of VisitEngland, VisitScotland, Visit Wales, and London & Partners. It also enjoys support from the British Film Commission, reinforcing the synergy between Britain’s creative industries and its thriving tourism sector.
VisitBritain CEO Patricia Yates emphasized the campaign’s dual mission:
“Britain’s destinations are the star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies. Using film and TV as the hook, we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome center-stage.”
She further noted that films and TV have the unique ability to transport audiences, much like travel does—whether it’s the bustling streets of London, the breathtaking landscapes of Scotland, or the timeless charm of English villages.
The Bigger Picture: Economic Impact & Future Growth
With the UK’s world-class production facilities and reputation as a top filming destination, screen tourism is poised to play a critical role in Britain’s economic growth. Research indicates that those who have visited the UK are 16% more likely to invest in British businesses, products, and services.
VisitBritain’s latest projections estimate 1.2 million Australian visitors in 2025, contributing a staggering £1.7 billion to the UK economy. By blending cultural appeal with strategic marketing, ‘Starring GREAT Britain’ is set to cement the UK’s status as a top-tier global travel destination.
Get Involved: Join the Screen Tourism Movement
VisitBritain encourages UK tourism businesses, attractions, and destinations to engage with the campaign by sharing local screen tourism experiences using #StarringGreatBritain.
For more details on film-inspired itineraries and travel opportunities, visit VisitBritain’s official website.
Final Thoughts: The ‘Starring GREAT Britain’ campaign isn’t just about sightseeing—it’s about stepping into the world of film and experiencing the UK like never before. Whether exploring the cobbled streets of Downton Abbey, standing atop the Scottish Highlands featured in Harry Potter, or uncovering the hidden gems of Peaky Blinders, this campaign is an open invitation to turn cinematic dreams into reality.
Will you take the starring role in your British adventure?
Written by: Michelle Warner
