VisitBritain’s ‘Starring GREAT Britain’ campaign is successfully capitalizing on the global phenomenon of screen tourism, transforming the UK’s iconic film and television settings into must-visit destinations for international travelers. The initiative, recently showcased at an industry event in Toronto, demonstrates a powerful strategy: leveraging Britain’s creative prowess to drive tourism growth and distribute its economic benefits across the nation.
The Global Allure of On-Screen Britain
The concept of “screen tourism”—where visitors are drawn to destinations featured in movies and TV series—is a significant driver of the global travel industry. The UK, with its rich history of world-class productions, is uniquely positioned to benefit. From the wizarding world of Harry Potter to the aristocratic drama of ‘Downton Abbey,’ British settings have long captured the imagination of audiences worldwide.
The ‘Starring GREAT Britain’ campaign builds on this legacy by strategically promoting the real-life backdrops of contemporary hits. It connects viewers with the tangible heritage and stunning landscapes behind productions like Netflix’s ‘The Crown’ and ‘Bridgerton,’ and the timeless action of the James Bond franchise.
A Strategy for Regional Growth
A key objective of the campaign is to encourage tourists to venture beyond the traditional hub of London. By spotlighting the stately homes, historic cities, and scenic countryside that serve as filming locations, VisitBritain aims to disperse visitor spending and alleviate tourism pressure on the capital. This turns the fleeting popularity of a TV show into sustainable economic support for regional communities, from the grand estates used in ‘Bridgerton’ to the rugged Scottish landscapes featured in James Bond’s ‘Skyfall.’
The appeal is undeniable. According to research by VisitBritain, an overwhelming nine out of ten potential visitors are inspired to visit a location after seeing it on screen. This high level of interest confirms that the link between on-screen content and travel motivation is incredibly strong.
The Economic Impact of Celluloid Charm
The economic data underscores the campaign’s importance. While newer figures are still being compiled, a report by the British Film Institute (BFI) revealed that in 2019, screen tourism-related spending from inbound tourists was estimated to be £892.6 million. This demonstrates that screen tourism is not just a niche market but a major contributor to the UK’s tourism economy. Each blockbuster film or hit series acts as a multi-million-pound advertisement for Britain, delivered directly to a global audience at no cost to the tourism board.
Future Outlook: A New Chapter for UK Tourism
The ‘Starring GREAT Britain’ campaign is poised for continued success as the UK’s creative industries continue to thrive. The pipeline of major international productions being filmed in the UK ensures a constant supply of new locations to capture the public’s imagination.
Looking ahead, the synergy between the screen and tourism sectors is set to deepen. We can anticipate more curated travel itineraries, location-based mobile apps, and on-site experiences designed to immerse visitors in their favorite fictional worlds.
However, this success also presents challenges, primarily the risk of overtourism at popular sites. Sustainable management will be crucial to protect the integrity of these historic and natural locations, ensuring they can be enjoyed by generations of fans to come.
Ultimately, the campaign reinforces the UK’s standing as a global cultural powerhouse. It masterfully converts on-screen narratives into real-world journeys, proving that the country’s greatest stories are not just found in its cinemas and on its streaming services, but are waiting to be explored in its cities, castles, and coastlines.
