by Jen Mallia
Last updated: 5:30 PM ET, Thu September 18, 2025
The Destination Britain – Americas 2025 market took place last week, bringing together DMOs and suppliers from England, Scotland and Wales with buyers from Canada, the U.S. and Brazil. TravelPulse Canada was among the U.S. and Canadian travel trade media invited to cover the event.
Leaning into VisitBritain’s star-studded Starring GREAT Britain tourism campaign, folks were eager to showcase their destination as “the real star of the show” and the set-jetting possibilities they hold. Even in places that haven’t yet had their time on the silver screen, the glamour of the campaign casts a shiny glow.
Patricia Yates, CEO of VisitBritain/VisitEngland is elegantly enthusiastic about the current Starring GREAT Britain marketing strategy, which encourages visitors to see for themselves the places that have been featured on screens big and small.
Related: VisitBritain Leads Flagship Mission
“I think it’s the best campaign we’ve ever done.” Yates told TravelPulse Canada during the conference, held at the Paradisus La Perla Playa del Carmen resort. While recognizing that the results of a tourism marketing push take time to show, Yates says that so far, indicators are good. Of course, the number of visitors and the amount of money they spend is an obvious indicator that that campaign is resonating with people, but until 2025 numbers are tabulated, there are other things to look at.
“Part of that success is seeing the pipeline of new product, where destinations are really telling a story and bringing a product together that connects to the international market around the world,” says Yates. And it’s not just industry. “Ambassadors globally have really supported the campaign, because everyone’s got stories to tell — storytelling is something Britain does really well.”
A group of people lined up for a Broomstick Training lesson with the wizarding professors at Alnwick Castle, Northumberland (Photo Credit: VisitBritain/Alnwick Castle)
Certainly, the reps I spoke with had plenty of stories to tell and were eager to invite visitors to come and make themselves a part of it. Canada and Britain have many strong connections, and that’s something that can be emphasized when presenting British destinations to clients. For travellers eager to put themselves in the picture, here are a few ideas:
Onscreen History
Canada’s history is tied with England’s and holds a special fascination for people. Wales and Scotland are renowned for their plentiful castles, in England, Northumberland and Cumbria also have many castles and ruins to discover. Of course history is more than castles, and the sites and sights featured in historical dramas (fictional or based on actual events) can be a big draw — for example Highclere Castle, the real life Downton Abbey, in Hampshire; or Glen Coe, Highland in Scotland, where Braveheart battles were filmed.
Books on Film
For literature buffs, (including travellers who love seeing movies based on books) the approach can be two-pronged. One approach is arranging travel to the places where the story is set or filmed. Sweeping along the moors where the upcoming Wuthering Heights sizzles is going to be very popular soon. The number of filming locations for the Harry Potter movies could keep a fan occupied for weeks.
The second prong could be setting an itinerary that includes places that are connected to a writer, such as Beatrix Potter’s home at Hill Top in the Lakes District, Jane Austen’s grave at Winchester Cathedral or the Harrogate Hotel where Agatha Christie was found after her mysterious 11-day disappearance.
Blockbusters and Body Doubles
While London has been on scene for plenty of blockbuster hits, it’s far from the only English location where fans can put themselves in the action. This is particularly the case if you allow that the actual British location did not star as itself. Manchester is a prime example of this, having stood in for New York, London, parts of Peaky Blinders’ Birmingham, even Moscow in A Gentleman in Moscow. Blenheim Palace, birthplace of Winston Churchill, has been the backdrop for many films and shows, from Mission Impossible to Bridgerton, standing in as various palaces in England, Italy, France and Russia.
Destination Britain Americas 2025. Group photo of the attendees at DBA (Photo Credit: VisitBritain/Timeless Photography)
In addition to the chance for destinations and attractions to pitch themselves as the real star of the show, the conference hosted networking opportunities, keynote addresses and a sparkling “that’s a wrap” gala reception. On the opening night, Yates encouraged attendees to find ways to “explore more, stay longer and yes, spend more when you do.” She concluded her opening welcome with the prediction: “We’re going to see magic happen!” According to the buyers and vendors in attendance, it’s safe to say the magic was more than just the movies.
Related: Put Your Hands Together for VisitBritain’s Newest Campaign
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