National tourism agency VisitBritain is set to highlight its global screen tourism campaign ‘Starring GREAT Britain’ during UK National Day on 22 May at Osaka Expo 2025.
The film and tv inspired campaign will be on display at the UK Pavilion, Festival Station event space and during events on UK National Day, encouraging Japanese and international visitors to choose Britain for their next trip and explore more when they visit.
Visitors will be able to see digital billboards showcasing images from the campaign and have a chance to co-star with Britain in an immersive ‘casting call’ booth at the Festival Station. They will also be able to watch the campaign’s blockbuster inspired launch film, which 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.
VisitBritain’s screen tourism research shows that among Japanese travellers who are considering visiting the UK, 70% are interested in visiting film and TV locations and places seen-on-screen during their trip.
VisitBritain CEO Patricia Yates said:
“The UK National Day is a valuable and timely opportunity to highlight the importance of our Japanese visitors and promote travel to Britain with our ‘Starring GREAT Britain’ campaign.
“Using film and TV as the hook, we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our warm welcome centre stage, inspiring visitors to discover more, stay longer and to visit now.”
VisitBritain is set host UK Tourism Day at the UK Pavillion on 5 June, with travel industry representatives, media and UK Government colleagues to promote Britain as a destination.
The activity at Expo 2025 builds on VisitBritain’s wider work in Japan, from its trade engagement with industry to promote the latest tourism products on offer, getting those on the itineraries of future visitors, to hosting press trips for Japanese media to come and experience more of Britain.
Japan is an important visitor market for the UK. VisitBritain’s latest forecast estimates 389,000 visits from Japan to the UK this year, up 24% on 2024. Japanese visitors are forecast to spend £433 million on their trips to the UK this year, up 30% on 2024.
Notes to editors:
- For more information about VisitBritain’s ‘Starring GREAT Britain’ campaign and destination inspiration to come and see the real star of the show in 2025 see: The Official Website For UK Tourism | VisitBritain
- VisitBritain’s ‘Starring GREAT Britain’ campaign is part of the UK Government’s GREAT campaign: https://www.greatcampaign.com
- The full launch film video for Starring GREAT Britain is available at this link on YouTube: https://www.youtube.com/watch?v=ezrfJus7f3g
