Step Inside the New Film Showcasing Britain’s Iconic TV and Movie Locations to the World
Lights, camera, action! Britain takes centre stage in a new cinematic campaign aimed at enticing international tourists to explore the country’s most iconic film and television locations. The global campaign, Starring GREAT Britain, launches today, spotlighting the nation’s diverse and picturesque landscapes that have provided the backdrop for some of the world’s most beloved movies and TV series.
The campaign features unforgettable scenes from blockbuster hits such as Mission: Impossible, Bridget Jones’s Diary, Spider-Man, Succession, House of the Dragon, Harry Potter, Paddington, and Mary Poppins Returns. Directed by Academy Award-winning filmmaker Tom Hooper, the promotional film offers viewers a cinematic journey through Britain’s rich heritage, presenting its landmarks as the stars of the show.
Among the celebrated locations featured are St Paul’s Cathedral, Kenwood House, Portobello Road, Tower Bridge, the River Thames, Ullswater and the Lake District, Loch Shiel in the Highlands, and Anglesey in North Wales. Tourism officials hope that this campaign will spark a surge in bookings from key markets such as Australia, the Gulf, France, Germany, and the United States, contributing to the UK’s already booming overseas tourism industry, which generates £32.5 billion annually.
Britain’s Star Power on Screen
Patricia Yates, CEO of VisitBritain, expressed enthusiasm for the initiative: “Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract international visitors and drive their spending across our nations and regions, boosting local economies. Using film and TV as the hook, we’re telling the story of Britain today, showcasing our dynamic and diverse destinations and putting our welcome centre-stage.”
Screen tourism has emerged as a major driver of international travel, with research indicating that nine in ten potential visitors to the UK would be keen to visit film and television locations. The lasting appeal of critically acclaimed series such as The Crown, Downton Abbey, Bridgerton, Pride and Prejudice, and Peaky Blinders continues to inspire travellers to experience the magic of these stories in real life.
Among the most sought-after destinations are Windsor Great Park, which surrounds Windsor Castle; the ancient and mysterious Stonehenge in Wiltshire; Blenheim Palace, the birthplace of Sir Winston Churchill; the futuristic Eden Project in Cornwall; and the historic Canterbury Cathedral.
London, however, remains the most significant draw for international visitors, boasting attractions such as the Natural History Museum, Tate Modern, The National Gallery, and the Tower of London. The city’s allure was further amplified by the global spectacle of King Charles III’s coronation in May 2023, which saw record numbers of tourists flocking to the UK.
The Economic Impact of Film Tourism
The United States is currently the UK’s largest and most valuable tourism market, with 4.6 million American visitors spending £6 billion annually—equivalent to £1 in every £5 spent by overseas tourists. Surveys indicate that US travellers are particularly drawn to Britain’s rich history and heritage, vibrant cities, and unique blend of old and new.
Tourism Minister Sir Chris Bryant highlighted the significance of the campaign: “Many of the moments that took your breath away in the cinema were filmed in the United Kingdom. Stunning scenery, amazing cityscapes, and great cinematic talent have combined over the years in a truly exceptional way. We want visitors from home and abroad to experience them first-hand by immersing themselves in the scenery and locations made famous thanks to film and TV.”
Britain’s tourism industry is already worth £74 billion to the economy, and Starring GREAT Britain aims to drive further growth by encouraging visitors to explore more of the country’s breathtaking landscapes and cultural heritage.
10 must-see locations for film and TV fans
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From bustling cities to unspoilt coastal retreats, Britain offers a diverse selection of must-visit locations for film and TV enthusiasts. Here are ten of the best:
- The needles, isle of wight – Three striking chalk stacks with a historic lighthouse perched at the end.
- Jurassic coast, dorset – A UNESCO World Heritage Site perfect for adventurers seeking coasteering experiences.
- Cheddar gorge, somerset – Britain’s largest gorge, offering dramatic cliffs and deep cave systems.
- Seven sisters, sussex – Iconic chalk cliffs providing breathtaking coastal views.
- Snowdonia national park, wales – One of Britain’s most famous national parks, offering stunning mountain landscapes.
- Isle of skye, scotland – A nature lover’s paradise, home to the legendary Old Man of Storr.
- High force waterfall, north pennines – A spectacular waterfall renowned for its dark skies, perfect for stargazing.
- Blenheim palace, oxfordshire – The grand estate of the Dukes of Marlborough and a filming location for numerous period dramas.
- Stonehenge, wiltshire – The legendary prehistoric monument, one of Britain’s most famous landmarks.
- Chatsworth house, derbyshire – The stately home featured in the TV adaptation of Pride and Prejudice.
The Starring GREAT Britain campaign will run internationally until March, with large-scale digital billboards showcasing the film in prime locations such as Kurfürstendamm in Berlin, Gare du Nord in Paris, City Walk in Dubai, and Jeddah Corniche in Saudi Arabia.
With its stunning landscapes, deep-rooted history, and status as a cinematic powerhouse, Britain continues to captivate audiences both on-screen and in person. As millions of film and TV fans embark on their own British adventures, the country’s star power shines brighter than ever.
