VisitBritain, the UK’s national tourism agency, has launched a major global campaign, "Starring GREAT Britain", to attract international visitors by highlighting the country’s iconic film and TV locations.
The campaign, developed in partnership with Pablo London, aims to boost inbound tourism by showcasing Britain as a world-class on-screen destination.
Launched on January 28, the campaign features a blockbuster-style film directed by Academy Award-winning British filmmaker Tom Hooper.
The short film celebrates Britain’s role in iconic productions such as "Mission: Impossible", "Spider-Man", "Harry Potter", "House of the Dragon", and "Succession", inviting travelers to explore the real-life settings behind these famous stories.
Pablo London Executive Creative Director Dan Watts described the campaign as a celebration of Britain’s cinematic influence.
“Whilst A-listers get their fair share of the spotlight, it’s been a cinematic thrill to remind everyone of the diverse stage that lets them tell their stories.”
Meanwhile, in a statement exclusive to DesignRush, VisitBritain Deputy Director of Marketing Emma Wilkinson shared how the campaign aims to shift perceptions of Britain from a "someday" destination to a must-visit location.
“Britain is a world-leading destination for screen production — the birthplace of some of the world’s most loved and highest grossing films and TV shows and home to world class storytellers, from the people behind the camera, to those in front of it.
Our ‘Starring GREAT Britain’ campaign is shining the spotlight on Britain as the ‘real star of the show.’ In taking our audiences on a journey beyond the silver screen, we are putting Britain’s nations and regions and the incredible tourism experiences they offer centre stage, inviting international tourists to experience the magic of film in real life by booking a trip right now.”
The campaign will also feature large digital billboards in key locations, including the famous Kurfürstendamm in Berlin, the Gare du Nord Station in Paris, the City Walk hub in Dubai, and the Jeddah Corniche in Saudi Arabia.
All ads in the campaign direct viewers to a special webpage that features digital maps and itineraries themed around film genres from romance to fantasy.
"Starring GREAT Britain" taps into the growing trend of "screen tourism", where travelers seek out locations featured in their favorite film and TV productions.
Likewise, it aims to drive economic growth by leveraging Britain’s cinematic legacy while showcasing its diverse landscapes and tourism experiences.
A Film Starring GREAT Britain
VisitBritain’s main campaign film opens with a scene from "Spider-Man: Far From Home", featuring Zendaya and Jacob Batalon on London Bridge.
The shot seamlessly transitions to a tourist taking in the sights. She lifts her phone to capture the view — only to see the Spider-Man scene playing as if unfolding in real-time through her screen.
As she taps to take a photo, the action shifts to Tom Cruise sprinting through a sequence from "Mission: Impossible – Fallout".
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The film continues to blend iconic movie and TV moments with the real-world locations that brought them to life, offering a tourist’s-eye view of Britain’s cinematic legacy.
It concludes with a call to action, inviting viewers to “visit the real star of the show” and “visit Britain.”
By positioning Britain as the ultimate destination for film lovers, VisitBritain is set to boost tourism while reinforcing the country’s reputation as a hub for storytelling, adventure, and cultural exploration.
Last year, Denmark launched a similar campaign encouraging tourists to visit the country.
