VisitBritain’s CEO, Patricia Yates welcomed representatives from both the travel and film industries at Toronto’s Windsor Arms Hotel for a celebration yesterday afternoon (Sept. 8).

It was both a celebration of two great industries – the tourism industry and the creative industry – and, Yates told the gathering, it was a celebration of the success of VisitBritain’s ‘Starring Great Britain’ campaign.

And when better to celebrate that success than during the Toronto International Film Festival (TIFF 2025) that’s underway in the city until Sept. 14.

In this respect, Fouzia Younis, MBE, British Consul General, Toronto, pointed out that there are 40 British films showing at TIFF in 2025 which was definitely a reason for celebration.

But Younis also told the gathering that the evening was a celebration of the UK’s iconic film locations, which Canadians love.

With Yates saying that VisitBritain has ‘huge ambitions for Canada,’ pointing out that Canadian visits are up 10% over last year,” which was a very good year considering Britain welcomed close to 1 million Canadians and those Canadians spent close to a million pounds.

In fact, VisitBritain’s latest research reveals that among those Canadian visitors considering a trip to the UK, shows 87% of those surveyed would be interested in visiting a film or TV location.

VisitBritain’s research also found that 9 out of 10 potential visitors to the UK are keen to visit film and TV locations during their visit.

Key to the message for Yates is that: “Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract Canadian visitors and drive their spending across our nations and regions, boosting local economies.”

And she added: “Here at TIFF, celebrating the festival’s 50th anniversary, we’re using film and TV as the hook to tell the story of Britain today – showcasing our dynamic and diverse destinations and putting our warm welcome centre-stage.”

For those attending the Toronto reception, it was Lights, Action, Location and the opportunity to view the ‘Starring Great Britain’ campaign film and there was no doubt that ‘Britain is the real star of the show.’

Visit the real star of the show at www.visitbritain.com for more.