Home » India Travel News » Britain Launches Ambitious Starring GREAT Britain Campaign Targeting Affluent Indian Tourists To Drive Over £1 Bn In Tourism Revenue By Showcasing Unique Film And Television Inspired Destinations Beyond London
Thursday, May 29, 2025
Britain has launched the ambitious Starring GREAT Britain campaign aimed at attracting affluent Indian tourists by highlighting unique film and television-inspired destinations beyond London. This strategic initiative seeks to boost tourism revenue by over £1 billion, tapping into India’s growing luxury travel market and showcasing the diverse cultural and scenic experiences the UK has to offer.
VisitBritain’s ‘Starring GREAT Britain’ Campaign: Captivating Indian Travellers Through Film and Culture
VisitBritain has launched a groundbreaking global tourism campaign called ‘Starring GREAT Britain’, designed to captivate the Indian travel market by leveraging the powerful appeal of film and television. Focusing on India as a key market, the campaign aims to attract wealthy, experience-driven travellers who are keen to discover destinations off the beaten path. Since its global debut in January 2025, the initiative has gained considerable traction, underscoring India’s crucial role in the UK’s long-term strategy to boost tourism revenue and encourage visitors to venture beyond London’s iconic landmarks.
Harnessing the Magic of Movies to Drive Tourism
Studies emphasize the campaign’s significance and promise, showing that a remarkable 94% of Indian tourists are eager to visit UK sites showcased in well-known films and television series. By tapping into this passion for cinematic storytelling, VisitBritain aims not only to increase the overall number of visitors from India but also to encourage exploration of lesser-known yet culturally and visually stunning regions across the UK.
At the heart of the campaign is a visually captivating hero film directed by Oscar-winning filmmaker Tom Hooper, renowned for his storytelling mastery.This film invites audiences on a vibrant tour of the UK’s most iconic movie locations, highlighting the stunning variety and charm of its landscapes and urban settings.
Currently, ‘Starring GREAT Britain’ is active in several high-value markets, including Australia, the Gulf Cooperation Council countries, France, Germany, and the United States, with strategic emphasis on regions where visitor spending is notably high. Although the campaign’s full rollout in India is still being planned, VisitBritain has introduced the Premier Collection, spotlighting premium travel experiences outside London. Complementing this, roadshows are scheduled across key Indian metropolitan areas, aimed at engaging sophisticated travellers and industry stakeholders alike.
India: A High-Value and Growing Market
The UK continues to be one of the most favored international destinations for Indian tourists. In 2024 alone, over 766,000 visitors from India explored the UK, with projections indicating this number will exceed one million by 2030. Correspondingly, visitor expenditure from India is expected to reach £1 billion by 2026, signaling a shift from volume-driven tourism to a market focused on high-value travel experiences.
Tourism remains a vital pillar of the UK economy, representing one of the country’s most lucrative service exports. Visitor spending is projected to contribute around £33.7 billion in 2025, reinforcing the importance of sustaining and growing international arrivals, particularly from emerging high-spend markets like India.
To deepen engagement with Indian travellers, VisitBritain plans to enhance collaborations with travel agencies, social media influencers, and filmmakers. Bollywood’s strong cultural ties with the UK offer a unique advantage here, as numerous Indian films are shot in iconic British locations such as Newcastle, Durham, and the Lake Region, fostering genuine enthusiasm and a deep emotional bond.
Showcasing Britain’s Northern Treasures and Regional Gems
In an effort to broaden Indian travellers’ horizons, VisitBritain is promoting some of Britain’s lesser-known regional attractions.This encompasses the picturesque North East, Cumbria, the Peak District, along with lively cities such as Manchester and Liverpool. The recent launch of IndiGo’s direct flights to Manchester has significantly enhanced access to northern England, encouraging visitors to distribute their travel beyond the southern capital and experience a wider range of British culture and landscapes.
VisitBritain has also actively engaged Indian travel industry partners through familiarization trips and site inspections, allowing them firsthand experience of the rich offerings across the UK. According to spokesperson Yates, the feedback from these efforts has been overwhelmingly positive, signaling strong support for the campaign’s regional focus.
Building Cultural Bridges Through Festivals
Cultural exchange is increasingly integral to VisitBritain’s approach. This month, the UK is hosting the Serendipity Arts Festival for the first time—one of India’s largest multidisciplinary cultural celebrations. Yates describes this event as a vital opportunity to promote inclusivity, foster pride within the Indian diaspora in the UK, and strengthen bilateral regional ties between the two countries.
Generation Z: Influencing Travel Decisions and Trends
Recognizing the evolving dynamics of travel decision-making, VisitBritain acknowledges the growing influence of Generation Z travellers. Yates notes that within multi-generational families, younger members are playing a decisive role in shaping travel plans. This demographic tends to seek immersive, experience-rich journeys and shares their adventures widely on social media, amplifying the impact of their travel choices on peers.
Looking Forward: Sustaining Momentum Through Partnerships and Storytelling
VisitBritain intends to build upon the success of the ‘Starring GREAT Britain’ campaign over the next three years by continually refreshing content to coincide with upcoming film releases. The campaign will also place increased emphasis on stories from across the UK’s diverse regions, ensuring sustained interest and deeper engagement from international audiences.
With the British government targeting 50 million international visitors by 2030, India stands out as an essential market that no tourism authority can afford to overlook. For VisitBritain, this journey is still in its early stages, but the country’s potential to become one of the UK’s most vibrant and promising tourism partners has never been clearer.
This carefully crafted campaign harnesses the universal appeal of film and the deep cultural connections between India and the UK, creating a powerful platform for attracting discerning travellers who seek authentic, memorable experiences beyond conventional tourism hubs. As VisitBritain continues to foster these ties, the next decade promises exciting growth and opportunity in India-UK tourism relations.
