New ‘Starring GREAT Britain’ campaign launches

Today (28 January 2025) VisitBritain has launched a new international tourism campaign - ‘Starring GREAT Britain’.

Scotland is among the locations taking centre stage in the campaign, which comes as VisitBritain’s screen tourism research shows that more than nine out of 10 potential visitors to the UK would be keen to visit film and TV locations during a trip.

The campaign has been developed by VisitBritain, working closely with VisitScotland and other national tourism boards, with the aim of using the power of film and TV to drive inbound tourism.

Vicki Miller, VisitScotland Chief Executive said: “It’s fantastic to be working with VisitBritain to showcase Scotland’ in this new international campaign ‘Starring GREAT Britain’. The latest research shows the power of film and TV to inspire travel and this campaign will encourage visitors from key international markets to experience the real on-screen locations and put themselves in the picture.

“Film and TV productions not only boost the local economy in the short-term but are a shop window for the country’s amazing landscapes, heritage and culture. We know that films and TV programmes featuring Scotland have a particularly strong influence on our European and long-haul visitors, who tend to stay longer and spend more.

“Our focus is on encouraging the seasonal and regional spread of tourism. It is key to making Scotland a must-visit, must-return year-round destination. Screen tourism helps support these aims, with filming locations across country providing a starting point for visitors to discover the authentic and memorable experiences Scotland has to offer.”

Read the full release, including links to campaign images and video, on the VisitBritain website: https://www.visitbritain.org/news-and-media/industry-news-and-press-releases/visitbritain-launches-global-screen-tourism