VisitBritain’s flagship global campaign, “Starring GREAT Britain”, sells the country through the films and TV shows shot there — turning the places audiences see on screen into trips they can actually take. Running across the UK’s biggest inbound markets (the US, France, Germany, Australia and the Gulf), it leans on screen tourism to convert fandom into visits, and generated an extra £217 million in international visitor spending from its January launch to June.
It is a destination borrowing the pull of stories rather than scenery. Instead of postcard shots, Britain is pointing to the castle from the series you binged or the street from the film you loved — meeting travellers where their attention already is. The signal: places are marketing themselves through the culture set there, treating screen moments as the new front door to tourism.
So…:
What story, show or cultural moment is already attached to your place or brand — and could become the invitation?
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VisitBritain (presse)