Britain has launched a campaign called “Starring Great Britain” in January 2025, inviting visitors to explore some of the hottest filming locations in the country. In addition to popular locations like London, there are many other destinations across Great Britain that have been used as film and TV show settings. Visitors can explore cities like Bath, Oxford, and Manchester, as well as the beautiful countryside in Wales, where many iconic film sets and experiences are accessible to the public. According to Patricia Yates, CEO of Visit Britain, nine out of 10 visitors coming to the UK are interested in film and TV experiences.
Various regions of Great Britain are promoting their cinematic identity through the “Starring Great Britain” campaign, where the destination itself is the star of the show. Fans of shows like “Bridgerton” can explore Bath and enjoy Georgian architecture backdrops like The Royal Crescent, while Oxford offers opportunities to visit prestigious colleges and historic landmarks from films like “Wonka”. Other experiences include visiting locations like Alnwick Castle in Northumberland, featured in the “Harry Potter” films, and Manchester, which stood in for New York in the “Captain America” movies. The popularity of British filming locations can be attributed to the rise of streaming platforms available to millions of viewers worldwide.
Through the power of film, Visit Britain aims to attract a diverse range of visitors and film producers to different regions of the country, ensuring that the benefits of increased tourism are spread across local communities. Film tourism not only brings revenue to local businesses like cafes, restaurants, and pubs but also enriches the overall experience for visitors seeking authentic and memorable experiences. With comprehensive infrastructure, including efficient train services, visitors can easily travel from city to countryside to coastline in Britain, making it a convenient destination for film enthusiasts from all around the world.
Britain welcomed nearly 39 million visitors in 2024, and this number is expected to grow in the coming years, especially as tourism recovers post-COVID. The American market, as well as key markets in Asia, are driving much of this growth. Visit Britain has agreements with major film studios and partnerships with the British Film Commission to attract more producers looking for new and exciting filming locations. With its timeless landmarks and natural beauty, Britain’s diverse destinations offer a wealth of possibilities for filmmakers looking to capture a piece of its rich history and heritage on screen.
The “Starring Great Britain” campaign offers visitors the chance to step into the world of their favorite films and TV shows by exploring iconic filming locations across the country. From historic cities to stunning countryside, Britain’s diverse landscapes have been featured in a wide range of productions, attracting fans and filmmakers alike. With partnerships with major film studios and a focus on regenerative tourism, Visit Britain is working to ensure that the benefits of film tourism are felt by local communities and businesses, while also showcasing the timeless beauty and rich heritage of Britain to audiences around the world.
