In January 2025, VisitBritain, the United Kingdom’s (UK’s) national tourism agency, will debut an exciting screen tourism campaign called Starring GREAT Britain.
This initiative invites travelers to explore Britain’s famous filming locations and enjoy experiences inspired by beloved movies and TV shows.
The campaign is a celebration of the UK’s heritage as seen through the lens of cinema.
It aims to showcase the diverse landscapes and historical sites that have captured the imagination of audiences worldwide.
“Film and TV tourism is not only about enjoying a destination, explained Patricia Yates, CEO of VisitBritain, in a news release.
“But [it is] also experiencing the magic that cinema and storytelling bring to these locations,” she added.
The agency hosted media partners to try the screen tourism campaign’s offerings in September 2024.
The growing trend of screen tourism
Screen tourism, or “set-jetting,” has become increasingly popular as fans seek places seen in their favorite films and TV shows.
This phenomenon generates hundreds of millions of pounds annually, according to the British Film Institute.
VisitBritain’s research reveals the same heightened interest, with nine out of ten visiting film and TV locations across Britain.
Its research shows that 91 percent of potential visitors from 20 overseas markets are eager to visit film and TV locations in the UK.
“Nine out of 10 visitors to the UK are keen on exploring film and TV locations,” Yates shared.
Additionally, she attributes the popularity of Britain’s increasing screen tourism to the rise of streaming platforms available to millions worldwide.
“Their growth has made it more universal,” Yaates told Euronews Travel.
A journey across the UK’s screen tourism hot spots
Britain has long been a backdrop for blockbuster films and TV series, offering everything from ancient castles to modern cityscapes.
By promoting these and other locations, VisitBritain hopes to draw travelers to explore the real-world settings of their favorite screen stories.
The Starring GREAT Britain campaign highlights several destinations where visitors can walk in the footsteps of their favorite characters.
Britain’s screen locations provide visitors with unforgettable adventures while deepening their appreciation for the UK’s role in global cinema.
They offer more than sightseeing, but opportunities for visitors to fully immerse themselves in Britain’s cinematic world.
Bath
Known for its Georgian architecture, Bath was a prominent filming location for Netflix’s hit series Bridgerton.
Fans can visit the Royal Crescent and enjoy regency-themed events that transport them back to the era of lavish balls and high society.
Guests can don period costumes and experience elegant dance events straight out of the show.
Oxford and Birmingham
Last year’s Wonka film starring Timothée Chalamet was shot in Oxford’s prestigious colleges and historic landmarks.
Those who love a chocolate factory experience can take a train ride up north in Birmingham, where the famous Cadbury is made.
Alnwick Castle, Northumberland
This castle is famous for its role as Hogwarts School of Witchcraft and Wizardry in the Harry Potter series.
This historic site offers wand-making, broomstick training, and magical tours, making it a must-see for wizarding world enthusiasts.
Manchester
Marvel fans might recognize this city’s urban streets from Marvel’s Captain America: The First Avenger, where it stood in for New York City.
Black Country Living Museum, Birmingham
This open-air museum featured heavily in Netflix’s crime drama Peaky Blinders.
Visitors can immerse themselves in the gritty industrial era depicted in the series.
Beaches in Wales
Those who love medieval fantasy can head to the rugged beaches of North Wales.
These were the backdrop beaches for HBO’s series’ House of the Dragon, the prequel to Game of Thrones.
Screen tourism supports local communities
The campaign aims to spread tourism benefits across the UK, including lesser-known destinations.
By drawing visitors outside the UK’s major cities, the Starring GREAT Britain campaign supports local businesses and creates opportunities for cultural exchange.
Yates explains that travelers today seek authentic experiences, which help local communities and small businesses.
The CEO of VisitBritain said, “Cafés, restaurants, and pubs are able to stay open because they attract tourism visitors.”
Despite Britain’s vast spread of attractions, Yates highlighted the island’s compact size and efficient train network.
This makes it easy for international travelers to explore attractions across the country, from cities to coastlines.
VisitBritain’s campaign also aligns with regenerative tourism, ensuring local communities thrive as visitors enjoy authentic experiences.
Yates says Britain’s rich history and timeless destinations make it a favorite for filmmakers.
With partnerships with major studios and the British Film Commission, VisitBritain continues to attract productions,
This ensures the country’s iconic landmarks and landscapes will feature on screens for years to come.
Nearly 39 million people visited Britain in 2024, a number expected to grow as tourism recovers from the pandemic’s impact.
This recovery has been mainly driven by American and returning Asian markets.
Taking the lead in 2025
With its Starring GREAT Britain campaign, VisitBritain offers more than a vacation.
The screen tourism campaign allows travelers to step into their favorite stories and be the stars of their own cinematic adventure.
Britain’s hottest filming locations are ready to welcome film buffs, TV aficionados, and anyone looking for a unique travel experience.
As cinema continues to feature Britain, experts expect the agency to highlight this in more future projects.