Starring Great Britain: Leveraging Set-Jetting to Boost Regional Tourism
VisitBritain launches a campaign to distribute international tourists beyond London using film locations.
1Decentralizing UK Tourism
VisitBritain launched the Starring GREAT Britain campaign in January 2025 to encourage international travelers to explore regions beyond London. By highlighting real-life filming locations from popular movies and television shows, the initiative aims to distribute economic benefits more evenly across the country, addressing the current over-concentration of visitors within the capital city.
2Curated Cinematic Itineraries
The campaign provides a digital map and region-specific itineraries designed to simplify travel planning for tourists. For instance, the Scottish Highlands guide directs visitors to iconic spots featured in productions like Outlander and Downton Abbey. These resources are updated regularly to include new releases, such as the upcoming Harry Potter series.
3Logistical Ease and Storytelling
CEO Patricia Yates emphasizes that the UK's compact geography makes regional travel highly accessible for international guests. By combining this practical connectivity with compelling storytelling derived from film, the board aims to create bookable tourism products. This strategy leverages the emotional connection audiences feel toward their favorite on-screen settings to drive engagement.
4The Rise of Set-Jetting
Set-jetting has emerged as a dominant global travel trend, with destinations worldwide seeing significant visitor spikes following exposure in high-profile media like Game of Thrones or Dune. VisitBritain is now formalizing this behavior in the UK, ensuring that the tourism industry can capitalize on the interest generated by cinematic storytelling.
5Prioritizing Sustainable Growth
Unlike some European nations currently facing anti-tourism protests due to overcrowding, VisitBritain is prioritizing capacity management. The organization carefully selects destinations that possess the necessary infrastructure and local desire for visitors. This approach ensures that tourism growth remains sustainable and does not overwhelm smaller communities that lack the capacity for mass.
6Defining the Ideal Visitor
VisitBritain is actively targeting high-value travelers who seek deep, emotional connections with their destinations. These visitors are encouraged to stay longer and explore more thoroughly, moving away from rapid sightseeing. This shift reflects a broader international trend toward slower, more meaningful travel experiences that benefit both the local economy and culture.
7Spotlight on North East England
Beyond film-related sites, the board is promoting specific regions like the North East of England to diversify visitor traffic. Attractions such as the Kynren historical theme park, which features 1,200 local performers, offer unique cultural experiences. Additionally, sites like Alnwick Castle provide specific draws for fans of the Harry Potter franchise.
8Economic and Social Impact
The initiative represents a strategic effort to balance the UK tourism sector by integrating local communities into the visitor economy. By aligning film-induced demand with regional capacity, VisitBritain hopes to foster long-term growth. The success of this model will depend on the continued ability to match popular media trends with infrastructure.