£217 Million in Additional Tourist Spending as Britain Uses Film Tourism to Attract Visitors Beyond London

The “Starring GREAT Britain” campaign transforms iconic film and television locations into travel experiences, with Gulf countries among its target markets.

London, United Kingdom – Al Rehla

Britain’s film tourism campaign, “Starring GREAT Britain,” generated an estimated £217 million in additional visitor spending during the first six months following its launch in January 2025, demonstrating how globally popular films and television series can encourage international tourists to explore destinations beyond London.

Led by VisitBritain, the campaign transforms famous filming locations into accessible travel routes and bookable experiences, capitalising on the worldwide appeal of productions such as Harry Potter, Outlander, and Downton Abbey.

From Screen to Destination

Speaking at World Travel Market (WTM) London, VisitBritain Chief Executive Patricia Yates highlighted the importance of encouraging tourists to discover regions beyond the capital by improving accessibility and using compelling storytelling to connect travellers with destinations.

The tourism agency offers an interactive map and regional itineraries featuring locations such as the Scottish Highlands and Alnwick Castle in Northumberland, which appeared in the Harry Potter films, alongside other natural and historic attractions.

Economic Returns Beyond Promotion

According to VisitBritain, the campaign generated an estimated £20 in additional visitor spending for every £1 invested in marketing during the first half of 2025.

The campaign targeted major international markets, including Gulf Cooperation Council (GCC) countries, the United States, France, Germany, and Australia.

Yates emphasised that destination promotion must consider infrastructure and visitor capacity to ensure tourism delivers economic benefits to local communities without placing excessive pressure on popular attractions.

Al Rehla Perspective

For Arab travellers, film-inspired itineraries offer an opportunity to discover Britain beyond London, from historic castles to the Scottish countryside.

These experiences allow visitors to plan journeys around iconic filming locations while exploring destinations that combine natural landscapes, cultural heritage, and local history.