Starring Great Britain: Leveraging Set-Jetting to Boost Regional Tourism
VisitBritain launches a campaign to distribute international tourists beyond London using film-inspired itineraries.
1Redistributing Tourist Traffic
VisitBritain launched the 'Starring GREAT Britain' campaign in January 2025 to encourage international travelers to explore beyond London. By highlighting filming locations from popular movies and television shows, the initiative aims to distribute economic benefits more evenly across the country, addressing the common tendency for tourists to remain within the capital.
2Leveraging Cinematic Storytelling
The campaign provides digital maps and regional itineraries, such as the Scottish Highlands route featuring sites from Outlander and Downton Abbey. VisitBritain updates these resources frequently to include new releases like Wuthering Heights. This strategy uses compelling storytelling to persuade visitors that regional destinations offer experiences as rich as London.
3Practical Regional Connectivity
CEO Patricia Yates emphasizes that Great Britain's compact geography makes regional travel highly accessible for international visitors. Travelers can reach Manchester, Liverpool, or Newcastle within a few hours from major hubs. This ease of movement allows the tourism industry to develop bookable products that integrate regional sites into broader travel plans.
4Mitigating Overtourism Risks
Unlike some European cities facing local protests due to excessive visitor numbers, VisitBritain carefully manages its promotional efforts. The board avoids sending tourists to smaller destinations that lack the necessary infrastructure or capacity. This approach ensures that tourism growth remains sustainable and does not overwhelm local communities during peak travel seasons.
5Prioritizing Sustainable Economic Impact
The initiative focuses on delivering tangible benefits to local businesses while respecting the needs of residents. By selecting locations that actively welcome visitors, the board ensures that economic gains are balanced with community well-being. This selective promotion strategy is central to the campaign's operational philosophy regarding regional tourism development and growth.
6Defining the Ideal Visitor
VisitBritain is targeting 'good' visitors who seek emotional connections and deeper cultural engagement with their destinations. These travelers are encouraged to stay longer and explore slowly, reflecting a broader international trend toward meaningful travel. This shift aims to move away from high-volume, short-term tourism toward more sustainable, value-driven visitor experiences.
7Highlighting Northern England
Beyond film-inspired sites, the campaign promotes specific regional attractions like the Kynren historical theme park in North East England. Opened in July, the park features 1,200 local performers depicting English history. Additionally, Northumberland’s Alnwick Castle remains a major draw for fans of the Harry Potter franchise, serving as a key regional anchor.
8Future Tourism Outlook
As the industry evolves, the integration of entertainment media into travel planning continues to shape visitor behavior. By aligning cinematic interest with regional infrastructure, VisitBritain seeks to create a resilient tourism model. Future updates, including locations from upcoming Harry Potter series, will continue to drive interest toward under-visited parts of Britain.