VisitBritain, the national tourism agency, has launched a global screen tourism campaign to inspire visitors from the Gulf Co-operation Council (GCC) countries to choose Britain for their next trip and explore more of its nations and regions.

 

The campaign, 'Starring GREAT Britain', features a blockbuster-inspired film that takes viewers on a cinematic journey through Britain, giving them a front row seat to the destinations at the heart of the on-screen action.

 

The launch film, directed by Academy Award-winning British director Tom Hooper, is supported by a wider advertising campaign across the UK's largest and most valuable inbound visitor markets including GCC, Australia, France, Germany, and the United States.

 

VisitBritain's screen tourism research shows that over 9 out of 10 potential visitors to the UK would be keen to visit film and TV locations during a trip.

 

Chris Bryant, Tourism Minister, said: “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.

 

“Our tourism industry is already worth £74 billion to the economy and this campaign will help drive more growth by encouraging millions of tourists to visit even more parts of our breathtaking country.

 

“Supporting our Plan for Change, this will help to boost visitor numbers and spend, create opportunity in local communities and set the scene for the UK's thriving visitor economy for years to come.”

 

Patricia Yates, VisitBritain CEO, said:“Britain’s destinations are the real star of the show as we harness the powerful draw of screen tourism to attract visitors from the GCC 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.

 

“Films, TV and tourism have a lot in common. They bring people together and they can transport us to new places, experiences and adventures. From exploring our vibrant cities, world-class attractions and stunning countryside, the backdrop to so many iconic filming locations, to enjoying our exciting contemporary culture and hospitality, Starring GREAT Britain inspires our visitors from the GCC to put themselves in the picture, discover more and book a trip to Britain right now.”

 

The first phase of the international advertising campaign, with a budget of £8 million ($9 million), started from 20 January and runs until the end of March 2025 in the GCC.

 

The multi-media advertising campaign in the GCC uses a mix of channels to showcase destinations across England, Scotland, and Wales as the backdrop to great stories, action, and adventure.

 

The campaign will be seen in cinemas across the UAE and Saudi Arabia, on large digital billboards in high footfall locations, and branded content across digital and social media on channels such as Meta, Snapchat, YouTube, and ConnectedTV.

 

A screen-tourism hub on VisitBritain's global consumer website offers itineraries themed around film genres, encouraging visitors to broaden their itineraries, discover more regional destinations, and stay longer.

 

 A range of resources are also available for travel trade in the GCC on VisitBritain's trade website, including images inspired by film and TV locations and genres, products available to book through the VisitBritain Shop, and itineraries featuring trade-bookable products. -TradeArabia News Service