In a move designed to boost tourism and highlight Britain’s captivating film and television locations, VisitBritain is welcoming a group of international journalists from countries including Brazil, Canada, China, Germany, the Gulf Co-operation Council (GCC) nations, India, Norway, South Korea, and Spain. These journalists will be treated to a five-day immersion in the world of British film and television, exploring iconic sites that have graced our screens.
The journalists will have the opportunity to delve into the unique filming experiences that Britain has to offer. This includes a visit to the Black Country Living Museum, a key location for the hit show ‘Peaky Blinders’. They will also enjoy a musical walking tour of Bath inspired by the period drama ‘Bridgerton’ and cruise around London in classic Mini Coopers, visiting scenes from the beloved film ‘Bridget Jones’. These activities are just a taste of the rich itinerary designed to showcase the diverse and captivating filming locations found throughout Britain.
VisitBritain CEO Patricia Yates emphasized the importance of this initiative: “We are delighted to host media from around the world in the lead up to our international ‘Starring GREAT Britain’ marketing campaign, harnessing the powerful pull of set-jetting trend to boost visitor spending to Britain. Shining the spotlight on film-and-TV experiences encourages more visitors to come to explore our amazing destinations, putting themselves in the picture. From exploring our vibrant cities and stunning countryside, the backdrop for so many iconic filming locations, to sampling our world-class dining and accommodation, the group will experience firsthand the destinations that are the real star of the show, encouraging more visitors to book a trip right now.”
Launching in early 2025, VisitBritain’s ‘Starring GREAT Britain’ campaign is a bold initiative that leverages the power of film and television to attract tourists. The campaign aims to promote locations seen in various movies and TV shows, encouraging visitors to not only visit but also extend their stay in Britain, thereby contributing to the local economies.
Research conducted by VisitBritain highlights the significant influence of film tourism on travel decisions. An impressive ninety-one percent of potential tourists from 20 different countries expressed interest in visiting locations famous for their film and TV appearances during their UK vacations. This data underscores the potential of film tourism to drive tourism growth in Britain.
VisitBritain anticipates that international visitors will contribute a significant £32.5 billion to the UK economy in 2024, representing a 5% increase from the previous year. This positive outlook is further supported by the projected rise in visitor numbers, with the UK expecting 38.7 million visits, a 2% increase from the previous year’s 38 million visits. This signifies a strong and growing interest in exploring Britain, with film and television playing a vital role in attracting these visitors.
