VisitBritain has launched a global screen tourism campaign aimed at enticing Australians to explore the UK through its iconic film and TV locations.
The ‘Starring GREAT Britain’ campaign kicked off with a short film by Oscar-winning director Tom Hooper, showcasing destinations featured in Mission: Impossible, Harry Potter, Bridget Jones, Paddington and House of the Dragon.
The campaign highlights itineraries across England, Scotland and Wales, inspiring travellers to explore regional gems and stay longer. It also aims to elevate Britain as a top destination for adventure, culture, and storytelling.
With 86 per cent of Australians surveyed expressing interest in visiting on-screen locations, the campaign taps into this growing trend.
“Many of the moments that took your breath away in the cinema were filmed in the United Kingdom,” UK Tourism Minister Sir Chris Bryant said.
“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.”
Running until March, the multi-channel campaign includes cinema promotions and partnerships with travel agents and platforms like Expedia. Mov’in Bed cinema events in Sydney will also host British film nights, further boosting engagement.
In addition, VisitBritain’s website features a screen-tourism hub with film-themed itineraries and a digital map linking visitors to iconic on-screen locations.
“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 centre-stage,” VisitBritain CEO Patricia Yates said.
“Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures.
“From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, Starring GREAT Britain inspires visitors to put themselves in the picture, discover more and book a trip to Britain right now.”
Travel trade resources, images, and bookable itineraries are available on VisitBritain’s trade website.
VisitBritain expects 1.2 million Aussie visits to the UK in 2025, with spending projected at £1.7 billion.
“Our tourism industry is already worth £74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of our breathtaking country,” Sir Chris said.
“Supporting our Plan for Change, this will help to boost visitor numbers and spend, create opportunity in local communities and set the scene for the UK’s thriving visitor economy for years to come.”
VisitBritain will host 120 travel trade from 17 international markets, including eight Australian and New Zealand reps, on educational trips across the UK as part of the ‘Showcase Britain’ event, tying in with the launch of its new global set-jetting tourism campaign.
In September 2024, VisitBritain undertook its first travel trade mission Down Under in eight years. Read our interview with VB Chairman Nick de Bois CBE.
