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Entertainment-Driven Travel Reshapes UK Tourism
VisitBritain has launched the "Starring GREAT Britain" initiative to pivot international travel demand away from London and toward the broader regions of England, Scotland, and Wales. By linking globally recognized movie and television filming locations with structured travel itineraries, the campaign encourages overseas tourists to explore coastal landscapes, historic castles, and cultural sites.
This strategy aims to diversify the visitor experience and reduce the heavy reliance on primary urban hubs. By integrating screen-inspired holidays with regional air connectivity and destination marketing, the UK is attempting to spread economic benefits to smaller businesses and lesser-known destinations.
Economic Impact and Investment Returns
Launched in January 2025, the campaign has already demonstrated significant commercial viability. Between January and June 2025, VisitBritain estimates the initiative generated £217 million in additional spending from international visitors.
The financial efficiency of the program is notable, with a reported return of £20 in visitor spending for every £1 invested. While these figures highlight the broad economic potential of "set-jetting," the data does not yet isolate the specific financial gains for individual regional municipalities.
Campaign Performance Metrics (Jan–June 2025)
| Campaign Indicator | Verified Information |
|---|---|
| Official Campaign | Starring GREAT Britain |
| Tourism Authority | VisitBritain |
| Launch Date | January 2025 |
| Measurement Period | January–June 2025 |
| Estimated Additional Spending | £217 million |
| ROI (Spending per £1 invested) | £20 |
| Geographic Focus | Great Britain’s nations and regions |
The Rise of 'Set-Jetting' and Global Demand
Screen tourism—the act of visiting locations featured in media—is becoming a primary driver of global travel. Research published by VisitBritain in July 2026 indicates that 75% of potential UK visitors are interested in film or television-related activities.
The data shows that this trend is particularly strong among younger demographics and specific long-haul markets. China, India, and Saudi Arabia have emerged as key growth areas for this type of travel. Furthermore, 53% of recent visitors to the UK have already engaged in at least one screen-related activity during their stay.
Screen Tourism Research Findings
| Research Measure | Official Finding |
|---|---|
| Potential visitors interested in screen activities | 75% |
| Recent visitors participating in screen activities | 53% |
| Primary long-haul growth markets | China, India, Saudi Arabia |
| Primary destination benefits | Regional exploration |
| Observed travel behavior | Increased off-peak and early visits |
| Research Publication Date | July 2026 |
England: Beyond the Capital
England is leveraging its cinematic history to draw tourists into the North East, the Midlands, and Yorkshire. A primary draw is Alnwick Castle in Northumberland, which served as a Hogwarts location in the early Harry Potter films.
By bundling these sites with other productions—such as The Witcher, Downton Abbey, Transformers, and 28 Years Later—the UK is encouraging longer, multi-destination journeys.
English Regional Film Connections
| English Destination | Screen Connection | Visitor Experience |
|---|---|---|
| Alnwick Castle, Northumberland | Harry Potter | Castle visits and themed activities |
| Northumberland Coastline | 28 Years Later | Coastal scenery and heritage |
| County Durham | The Witcher | Waterfalls and rural landscapes |
| Newcastle | Transformers | Urban sightseeing |
| North East England | Downton Abbey | Historic and living heritage attractions |
Scotland: Expanding the Highland Appeal
Scotland is utilizing its dramatic landscapes to attract fans of Outlander, James Bond, and Harry Potter. The strategy focuses on moving visitors beyond the city centers of Edinburgh and Glasgow into the Highlands and the Borders.
By combining filming locations with loch cruises and outdoor hiking, Scotland is transforming short sightseeing trips into multi-day itineraries. This shift supports a wider network of local transport, accommodation, and hospitality services across the Lowlands and Highlands.
Key Takeaways
- High ROI: The campaign returned £20 for every £1 spent, totaling £217 million in six months.
- Market Shift: Long-haul travelers from Saudi Arabia, India, and China are showing high interest in film-led itineraries.
- Regional Diversification: The focus is on shifting traffic from London to the North East of England and the Scottish Highlands.
- Behavioral Change: Screen tourism is driving an increase in off-peak travel and longer average stay durations.
FAQ
What is the "Starring GREAT Britain" campaign? It is a VisitBritain initiative launched in January 2025 that uses famous film and TV locations to encourage international tourists to visit regional areas of the UK outside of London.
Which countries show the most interest in UK screen tourism? According to July 2026 research, the most significant long-haul interest comes from China, India, and Saudi Arabia.
How much has the campaign generated so far? Between January and June 2025, the campaign is estimated to have generated £217 million in additional international visitor spending.
