Photo: VisitBritain International Director Gavin Landry; Virgin Atlantic Country Manager Canada Stephen Goulding; Solmaz K (@thecuriouscreature) who won the event’s grand prize; British Consul General Toronto Fouzia Younis; and VisitBritain Director Canada Cathy Stapells (all photos courtesy Michelle Zimmer)

If UK screen tourism was up for an Oscar award, the vote would be nearly unanimous.

Why? Because in a survey of people who want to visit the United Kingdom, 9 out of 10 say they’re interested in visiting a filming location for their favourite TV show or movie.

That’s according to data cited by VisitBritain, and it’s a key metric behind the tourism board’s brand new campaign, Starring GREAT Britain.

First announced at the start of 2025, VisitBritain’s Starring GREAT Britain enjoyed its official launch in the Canadian market yesterday with a very destination-appropriate event: afternoon tea.

Yesterday’s get-together took place at the Residence of the British Consul General Toronto, Fouzia Younis and included remarks from both Younis and British High Commissioner to Canada Robert Tinline.

Also in attendance were VisitBritain’s International Director, Gavin Landry, and Virgin Atlantic Country Manager Canada Stephen Goulding.

Solmaz K (@thecuriouscreature) won the event’s grand prize of two premium economy tickets with Virgin Atlantic, two nights Taj Hotel London, Warner Bros Harry Potter tour with Golden Tours, train tickets to Oxfordshire, two nights at The Store Oxford and the Official Oxford Walking Tour.

"It puts Britain in a starring role”

Starring GREAT Britain showcases film and TV locations, to invite visitors and tell the story of Britain. The highlight of the campaign is a promotional film directed by Tom Cooper and drawing on iconic film and TV moments, from Mission: Impossible to Bridget Jones; Spider-Man to Succession; House of the Dragon to Harry Potter; Paddington to Fast & Furious to Mary Poppins Returns and more.

“Filming locations are a huge motivator for travel, we know that, and our surveys tell us that,” said VisitBritain Director Canada Cathy Stapells. “The campaign puts the spotlight on these destinations which are the backdrop to some of your favourite stories and films.”

Got clients who are fans of Bridgerton? Tell clients to head to Bath, says Staples. Harry Potter fans will be over the moon with all the screen tourism offerings in Oxford. Outlander fans are heading to Scotland in droves. And Wales is a big draw for anyone who loves Doctor Who, Welcome to Wrexham and House of the Dragon.

Starring GREAT Britain is the result of an incredibly successful collaboration between VisitBritain and eight film studios: Netflix, HBO, Studio Canal, Warner Brothers, Marvel, Paramount Pictures and Sony Pictures.

Stapells sums up the campaign’s magic: “It puts Britain in a starring role.”

More information about Starring GREAT Britain and tourism to Britain can be found here.

Source: Travelweek