To inspire visitors from Australia to choose Britain for their next trip and to explore more of its nations and regions, national tourism agency VisitBritain has this week launched a global screen tourism campaign, kicking off with a blockbuster-inspired short film that sees Britain the star of the show.
The campaign ‘Starring GREAT Britain’ rolls out internationally this week with a launch film drawing on iconic film and TV moments from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Paddington to Fast & Furious to Mary Poppins Returns and more. The film takes viewers on a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action.
The launch film, directed by Academy Award-winning director Tom Hooper, is supported by a wider advertising campaign which has gone live across Australia as well as in France, Germany, the Gulf Cooperation Council countries and the United States.
The campaign comes as VisitBritain’s latest screen tourism research shows 86% of Australian visitors it surveyed are keen to visit film and TV locations during a trip to the UK.
UK Tourism Minister Sir Chris Bryant said:
“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.
“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.
“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 CEO Patricia Yates said:
“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 centre-stage.
“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.”
The first phase of the international advertising campaign got underway from 20 January and runs until the end of March 2025 and is part of a longer-term screen tourism focus by VisitBritain.
As well as the launch film, the multi-media advertising campaign in Australia uses a mix of channels to showcase destinations across England, Scotland and Wales as the backdrop to great stories, action and adventure.
VisitBritain Australia is working with Val Morgan Cinema to promote the campaign across select cinemas in Sydney, Melbourne and Brisbane, including Mov’in Bed, one of Sydney’s leading outdoor cinema experiences. Mov’in Bed cinemagoers can look forward to Great Britain-themed nights featuring British films and destination-inspired activations on select dates from January to March. The partnership will also include out of home (OOH) advertising displays across VMO’s extensive retail media network in Sydney and Melbourne.
The advertising also directs viewers to a screen-tourism hub on VisitBritain’s global consumer website with itineraries themed around film genres from romance to fantasy, action to adventure, encouraging visitors to broaden their itineraries, discover more regional destinations and stay longer. A digital map links to film inspired locations, attractions and experiences across the nations and regions.
To amplify the campaign and drive bookings, VisitBritain is working with partners including Expedia Group in Australia, France, Germany and the USA. In March, VisitBritain will partner with Emirates for a six-city roadshow across Australia and New Zealand, engaging with travel agents to ensure they’re well equipped to sell key film and TV-inspired products and experiences across Britain.
As part of VisitBritain’s ‘Showcase Britain’ event this month, eight top travel trade from Australia and New Zealand undertook a tailored film and TV inspired educational visit to Cumbria and Liverpool in England, exploring the latest tourism products and experiences to get those on the itineraries of future visitors. Their itinerary featured a visit to The World of Beatrix Potter in the Lakes District and key film & TV locations in Liverpool from Peaky Blinders to Batman, Captain America and more.
A range of resources are also available for travel trade on VisitBritain’s trade website, from images inspired by film and TV locations and genres, products available to book through the VisitBritain Shop and itineraries featuring trade-bookable product.
VisitBritain has invited tourism businesses, attractions and destinations across Britain to get involved in the campaign by sharing local screen tourism experiences across their own channels using #StarringGreatBritain.
VisitBritain is also working with the British Film Commission to boost screen tourism across the nations and regions. Tourism and the creative industries are growth industries. The UK’s capacity to host major film and TV productions, and its world class production offer, boosts the range of screen related visitor experiences and locations, driving economic growth and strengthening perceptions of Britain globally as a place to visit and invest. Research shows that those who have visited the UK are 16% more likely to invest in its businesses, products and services.
The ‘Starring GREAT Britain’ campaign, part of the UK Government’s GREAT campaign, has been developed working in close collaboration with the national tourism boards of England (VisitEngland), Scotland (VisitScotland), Wales (Visit Wales) as well as London & Partners.
VisitBritain’s latest forecast estimates 1.2 million visits from Australia to the UK in 2025 with those visitors spending £1.7 billion on their trips.
