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Introducing Starring GREAT Britain

Our latest global marketing campaign ‘Starring GREAT Britain’ is harnessing the powerful draw of film and TV to inspire visits to Britain, using it as a hook to highlight the vibrant, modern nation awaiting travellers today. We’re shining the spotlight on our dynamic and diverse destinations and putting our welcome centre-stage, showcasing these as the backdrop to great stories, action and adventure – with Britain the star of the show! 

Why film and TV?

Film and TV shows aren’t just entertainment, they are the ultimate travel inspiration. In fact, our latest research reveals that more than 9 out of 10 potential visitors to Britain dream of visiting iconic on-screen locations. That’s why our ‘Starring GREAT Britain’ campaign is casting Britain’s iconic destinations as the stars of the show, inspiring travellers to broaden their itineraries, visit now, and stay longer. We are showcasing a Britain that is as welcoming, dynamic and diverse as the stories it tells.  

From Paddington’s bustling London to Bridgerton’s elegant Bath and Outlander’s rugged Highlands, the UK is a living, breathing set of blockbusters and favourite series. Visitors can unleash their inner superhero on a high-octane adventure in Britain’s National Parks – from ziplining over Snowdonia (Eryri), rock climbing in the Peak District or skiing in the Cairngorms. Romcom enthusiasts will fall head over heels for our Welsh fairytale castles, cosy Cotswolds pubs and indulgent spas. Fantasy fans can take their pick from magical afternoon teas and flying lessons at a real-life Hogwarts. 

Film and TV inspired resources for the international travel trade

Resources have been developed to shine a spotlight on the locations and experiences that bring film and TV to life, including images inspired by film and TV locations and genres, free to use to help you promote film and TV experience, itineraries featuring trade-bookable product, and products available to book through the VisitBritain Shop. Discover more in the sections below.

Film and TV itineraries

  • From the bustling streets of London to the rugged landscapes of the Highlands, Britain takes centre-stage in this star-studded itinerary.

    Photo by: Alnwick Castle

    Location: Alnwick, England

    An historic castle with a UK flag at full mast and with a lion statue out the front.
    VisitBritain
  • Discover why Scotland is a true scene-stealer on this cinematic adventure.

    Photo by: VisitBritain/Emmanuel Teikirisi

    Location: Dornie, Scotland

    Man walking towards a castle at sunrise
    VisitBritain
  • Embark on a cinematic journey across England and discover the real star of the show.

    Photo by: Alnwick Castle

    Location: Alnwick, England

    A group of people lined up for a Broomstick Training lesson with the wizarding professors by a large castle.
    VisitBritain
  • Wales truly shines as the star of the show on this exhilarating set-jetting adventure.

    Photo by: VisitBritain/Ben Selway

    Location: Wales

    Man, woman and a child walking in the mountains
    VisitBritain

Regional itineraries

Top film and TV destinations

  • Discover world-leading museums and galleries, UNESCO World Heritage sites, and a city brimming with history and culture.

    Photo by: VisitBritain/Hazel Parreno

    Location: London, England

    An underground station in a city
  • Explore Edinburgh, capital of Scotland, the world’s leading festival city and home to 10 international festivals.

    Photo by: VisitBritain/Andrew Pickett

    Location: Edinburgh, Scotland

    Man balancing high up on a unicycle and being held by helpers as a crowd stand watching in the street
  • Explore Wales’ capital city Cardiff, famed for its iconic rugby stadium, Victorian shopping arcades, and thriving food scene.

    Photo by: VisitBritain/Ben Selway

    Location: Cardiff, Wales

    A gay couple, with arms linked, shopping indoors
  • Famed for its Roman spa and Georgian architecture, the UNESCO World Heritage city of Bath has long been celebrated as a wellness and cultural retreat.

    Photo by: VisitBritain

    Location: Bath, England

    Woman in a roof top swimming pool at a spa
  • Britain’s second largest city, Birmingham is an industrial hub with a vibrant, creative heart.

    Photo by: West Midlands Growth Company

    Location: Birmingham, England

    Historical building, with a clock tower, beside a fountain
  • From rolling valleys and sweeping peaks to dramatic waterfalls, the Brecon Beacons (Bannau Brycheiniog) National Park in South Wales is overflowing with natural wonders, culture and heritage.

    Photo by: Nici Eberl

    Location: Crickhowell, Wales

    Crowd at a music festival in front of the stage at night
  • Glasgow, Scotland’s largest city, is full of character, with striking architecture, abundant green spaces, and a music scene as vibrant as its people.

    Photo by: Alamy Stock Photo/Jim Monk

    Location: Glasgow, Scotland

    Modern building next to a river and a bridge
  • Liverpool is a UNESCO City of Music with more museums and galleries than any city outside of London.

    Photo by: Oh Me Oh My restaurant/Ant Clausen

    Location: Liverpool, England

    Rooftop of Oh me oh my restaurant in Liverpool
  • Home to Manchester United and music legends, Manchester is one of Britain’s most dynamic cities, with an industrial history matched by its modern-day appeal.

    Photo by: VisitBritain/Jacob Niblett

    Location: Manchester, England

    Friends walking by a canal
  • The city of Newcastle stands on the north bank of the River Tyne, connected to the neighbouring town of Gateshead by seven bridges.

    Photo by: NGI/ Angela Carrington

    Location: Newcastle upon Tyne, England

    A woman and a man walk along a riverside with iconic buildings and a bridge beyond
  • Northumberland features historic castles, coastal trails and spectacular scenery within its National Park.

    Photo by: VisitBritain/Chris Ceasar

    Location: Bamburgh, England

    A castle on a cliff by a beach
  • North Wales is brimming with UNESCO World Heritage sites, magnificent castles, stunning coastlines, rolling hills and adrenaline-fuelled adventure.

    Photo by: VisitBritain/Lee Beel

    Location: Harlech, Wales

    A castle standing on a grassy hilltop with surrounding blue skies and clouds.
  • Located in the northern reaches of Scotland, the wild and awe-inspiring Scottish Highlands are all about scenic beauty and adventure.

    Photo by: VisitBritain/Nadir Khan

    Location: Ben Nevis, Scotland

    Two mountain bikers cycling down a mountain
  • From its peaks and tumbling waterfalls, to charming villages and 200-miles of beautiful coastline, Snowdonia (Eryri) is Wales’ largest national park.

    Photo by: VisitBritain/Daniel Struthers

    Location: Wales

    Man jumping from rock to rock across a stream flowing into a lake
  • York is a medieval walled city with Viking and Roman heritage, famed for its magnificent cathedral and abundance of museums.

    Photo by: VisitBritain/Sam Barker

    Location: York, England

    Woman walking through a narrow historic street in a city

TV and Film experiences and tours

Useful resources

These resources provide essential information and inspiration about travel to and around Britain, as well as useful tools and assets to help you promote film and TV locations and experiences.