Home » TOURISM NEWS » United Kingdom’s national tourism agency launches “Starring GREAT Britain” screen-tourism campaign as inbound visits forecast to hit 44.3 m and spending £34.6 bn in 2025
Published on
November 11, 2025
United Kingdom’s national tourism agency launches “Starring GREAT Britain” screen-tourism campaign as inbound visits forecast to hit 44.3 million and spending £34.6 billion in 2025. The initiative, introduced by VisitBritain in early 2025, positions the nation’s cities, heritage sites, and countryside as the real-life backdrops of world-famous films and TV series. It marks a strategic move to turn Britain’s cinematic landscapes into economic drivers, inviting travelers to step into the stories they love. As international tourism continues its strong recovery, VisitBritain projects a 5 percent increase in visitors and a 7 percent rise in spending from the previous year, demonstrating how film and TV exposure can reshape travel patterns. This moment marks a fusion of cinema and tourism, where airlines expand routes, hotels craft themed stays, and travelers explore the UK through the lens of its global screen presence—turning each journey into a living story set in Britain’s most iconic locations.
Starring GREAT Britain”: A New Era of Screen-Tourism in the UK
The UK is making the first move in 2025 for the future of tourism. With the campaign, **“Starring GREAT Britain,” ** the UK is set to open its doors to tourists wanting to visit the sets of their favorite shows and movies, for “live the story” travel experiences, “from historic castles to vibrant city backdrops.” And, as the tourists come in, their money continues to grow. “As of 2025, Visit britain projected 43.4 million tourists to the UK, an estimated £33.7 billion will be spent and £33.7 billion, and a 7 % increase on 2024.”
The change in tourism is direct from the increase in air-line passengers and the increase in hotel and tourism business across the UK. The “film and tv” themed tourism along with the marketing from air bnb drives “live the story” travel experiences.
Screen-Tourism Takes Off: Why Film & TV Locations Matter
Film and television sites are attracting international attention. Research from VisitBritain indicates that 70% of visitors to the UK report visiting a film or TV location, and of those thinking about visiting the UK, 90% are interested to do so. ([VisitBritain.org][2])
The “Starring GREAT Britain” campaign, launched in January 2025, builds on this sentiment and leverages a blockbuster-style film to showcase Britain’s landscapes, cities, and back-drops as the stars. ([GOV.UK][3])
Thus, for the discerning traveller, your vacation becomes more than simply sightseeing; it becomes an opportunity to step into the story, reenact iconic scenes, and immerse in the narrative.
It’s a double win for the tourism industry. Destinations that may have previously been passed over are now buzzing with activity due to their inclusion in a streaming breakout hit or movie sequence. Areas beyond London are now receiving a spotlight. All stakeholders in the travel industry, from airlines to hotels, are poised to meet the hyper-experience demand.
Airlines Add More Flights as Travel Business Grows
There’s no such thing as screen tourism without travel connectivity—luckily, the UK aviation sector has been doing well. From April through June in 2025, the UK’s Civil Aviation Authority predicted a high 81 million travellers passed through UK airports, With a first semester result of 141 million travellers—an approximately 3 % increase compared to the previous year. ([Airport Industry-News][4])
This sparkling recovery is great for international tourists hoping to reach popular filming locations throughout the UK. British Airways and other international airlines in the UK like to say that most of their profits recently came from flights across the Atlantic—this is a primary route for tourists coming into the UK. ([The Guardian][5])
What should you keep in mind?
- More flights and seats into the UK—easier access for tourists to filming locations outside of London.
- Airlines hoping to fill empty seats might result in cheaper tickets.
- British Airways and Virgin Atlantic are moving to get tourists on longer flights by improving their seats and lounges. ([Business Insider][6])
Travel advice:
- From the Indian subcontinent, most airlines offer daily non-stop or one-stop flights to the popular screen-tourism entry airports in London Heathrow, Gatwick, or Manchester.
- Regional forays into filming locations can be accessed via multiple carriers with frequent service to London, Edinburgh, and Glasgow.
- Booking tip: Given that filming sites are now attracting tourists, it may be wise to scout regional sites for your itinerary rather than focusing solely on London. Consider Scotland and Yorkshire, for instance.
Hospitality and Experience Themed Stays
As screen tourism increases, so does the response from the British hotel sector. In addition to luxurious city hotels, guest houses, manor houses, and boutique lodges are also repositioning hotels as “on screen experience” stays. Areas outside of London, where filming crews used to land, are also focusing on the shifting streams of interest. In the most recent VisitBritain report, 59% of additional value generated outside of London from and targeted for advertising and promotion campaigns reflects the shifting interest from and targeted campaigns promoted advertising outside London. ([GOV.UK][3])
What it means for the traveller:
- Expect themed stays with lavish dinners and guided tours at the country manor where part of the period drama was filmed.
- Stay at boutique lodges that are less film locations which are often accompanied by local film trail tours.
- Expect to pay a premium during set-jetting season. During these times, it’s wise to book far in advance, as many hotels in areas linked to filming report a significant increase in average daily rates (ADR).
Travel tip: For the best experience, book one of London’s luxury hotels (for the city scenes), but plan to also stay in the countryside or some regional locations (for the film scenery ambiance). This way, you can experience the city and countryside narrative in full.
Top Areas & Filming Locations to Discover
London & the South East
The best place to start your tour is London. It has the best connection and hospitality. Then you can venture to the film locations outside the city, for example, the stately homes or period-drama estates, or urban streets used in shows.
Travel tip: Use London to get used to the vibe, enjoy the film cityscapes, and then head out.
Northern England (Yorkshire, Lake District, Durham)
Newer projects have been filming up North, and you can get to this region easily by train or plane. The hotels in this area have started to offer themed stays.
Travel tip: Here you can enjoy the filming backdrops and escape to nature.
Scotland
VisitBritain data shows Scotland’s visitor numbers increased by 27 % in 2024 compared to 2019—an outlier recovery. ([GOV.UK][3])
Travellers to film locations can stay in the lodges or castles that were used in the dramas, then venture to the more remote, unspoiled landscapes.
Travel tip: Enjoy the film location scenery, then immerse yourself in the local culture and enjoy the tranquility.
Planning Your Trip: A Step-By-Step Guide
1. Choose your “screen story”
Figure out if you are attracted to city settings (London-based), rural classics (period dramas), or rough scenery (Scottish castles or northern estates).
2. Book flights
Depending on your region, determine flights into London Heathrow (LHR), Gatwick (LGW), Manchester (MAN), or Edinburgh (EDI). Slots are growing. The UK has been adding flights and greater aviation capacity. ([Simple Flying][7])
3. Choose your hotel accommodations.
You could mix stays of one or two nights in London, then shift to your region of interest. Themed hotels or stays tied to movie locations booked early are great.
4. Use official resources
The “Starring GREAT Britain” campaign site has movie-trail listings and region outlines from VisitBritain. ([UK Inbound][8])
5. Travel Off-Peak for Better Value
While some areas apart from the inbound rise in visitors are more quiet, ideal for a more relaxed stay and better hotel deals. ([The Times][9])
6. Think about transport & access
If you are going to remote filming locations, you will need to rent a car or get a regional train. Some lodges are remote and we reward that with authenticity.
7. Pack for the narrative
You will need to bring flexible clothes, maybe a blazer for a period manor-house stay, or hiking boots for filming scenic terrain. From some scenes, hotels offer photo-spots, which are great for memories.
8. Stay Long Enough
Taking 5–7 night trips gives enough time to go a bit further than London. Some studies say that longer stays are linked to more spending and a better time overall. ([GOV.UK][3])
Where Hospitality Meets the Airline Sector
As film-tourism expands, the airline and hotel industries are working closely together to enhance the experience of travelers.
- Airlines are increasing their seating capacity at regional airports, allowing tourists to schedule a visit to filming sites that are not just in London.
- Hotels create themed packages and collaborate with tour operators, film-set locations, and local boards.
- Travel packages are being sold that include the flight, hotel, and a film-trail experience, to help set-jetting travelers plan their trips.
This is positive news for you, and many hospitality groups are launching “film package” promotions while airlines feature destination-stories in their inflight magazines and loyalty programs.
Since international visitor spending in the UK is projected to hit £33.7 billion in 2025, hospitality and tourism are responding to the growth potential these industries bring to the economy. ([Travel Mole][10])
Importance of Now
- The “Starring GREAT Britain” campaign is garnering even more international attention, and there are more reasons to visit now while the campaign is getting more traction.* After reaching record passenger volumes in UK aviation in 2025, Flight capacity and connectivity are strong.
- Hotels are coming up with new ideas like themed stays and special regional packages.
- More marketing is being focused on regions outside of London—and you can get a head start by visiting lesser-known filming locations.
- The planning of trips is being made easier with new online tools, film-trail maps, and guided experiences that VisitBritain and other organizations are constantly publishing and updating.
Travel Tips for the Set-Jetter
- To avoid filming-location demand driven rate hikes, book flights and hotels early.
- Look into regional airports. Filming locations outside of London could be easier to access by airports like Manchester, Glasgow, and Newcastle.
- Spend part of your visit in an area outside London. You’ll miss the worst of the crowds and, likely, find unique film-location stays you can afford.
- Travel in the off-peak or shoulder-season (late spring, early autumn) to enjoy more affordable hotels and escape the crowds, too.
- Ask for themed tours: hotels often have guided excursions to filming locations and through the countryside.
- Lots of filming locations can be reached by public transport. But be prepared for some remote areas where a car will help.
- Consider Fashion and Rain: Be ready for Britain’s unpredictable weather; pack a layered outfit and a “scene-photo” outfit for your film-location day.
- Respect sites: Some filming locations are still private, or protected–please follow local guidelines and avoid overcrowding.
Suggested 7-Day Proposal
Day 1-2: London Arrival
Arrive to either Heathrow or Gatwick. You’ll have 2 nights in a central hotel near the South Bank or Soho. Walk the streets that were used in several series. Enjoy a guided film tour or walking route. Take in the city’s cinematic vibe.
Day 3: Region Transit
Take a train or rental car to the next region. For instance, you can travel north to Yorkshire or head to a lake district for a manor house.
Day 4-5: Regional Stay & Film-Trail
Book a stay in a countryside lodge that was a film location. Participate in a guided film-trail tour to the lodge. Participate in meals and mockumentary and photo-ops themed around the lodge. In the evening, unwind in the hotel and the tranquil countryside.
Day 6: Discover More & Revisit London
As you return to London, take a break at a filming location (castle, manor, village) and enjoy a night at a boutique hotel in a smaller town for a change of pace.
Day 7: Leaving London
Travel again to London by train or car for a last-minute shopping or film-scene exploration, then fly home.
United Kingdom’s national tourism agency launches “Starring GREAT Britain” screen-tourism campaign as inbound visits are forecast to reach 44.3 million and spending £34.6 billion in 2025. This new initiative transforms Britain’s film and TV heritage into a travel experience, inviting global visitors to explore the real locations behind their favorite on-screen stories.
Final Thoughts
The UK’s tourism industry is changing, and film & TV is a big part of it. With campaigns like “Starring GREAT Britain,” realistic tourism growth forecasts from VisitBritain, and strong aviation recovery ensuring connectivity, it’s a great time for story-seekers to travel. If it’s a historic castle from a period drama or a rugged landscape from a streaming hit, Britain’s destinations are ready to welcome you. More flights, themed hotel stays, and hotels and airlines are ready to meet this tourism trend.
So, get ready for a journey to Britain and take your time to explore your “on-screen” destination. Your story starts now.
