VisitBritain, the UK’s national tourism agency, has teamed up with Expedia Group to launch a new global campaign aimed at increasing tourism to the UK’s North East of England, Scotland, and Wales.
The campaign, called ‘GOT THE SHOT’, is designed to attract international travelers from Australia, France, Germany, and the USA, using the growing trend of screen tourism. This form of tourism is based on the idea that people are motivated to visit places seen in films and TV shows.
This initiative is part of VisitBritain’s wider ‘Starring GREAT Britain’ campaign, which is aligned with the UK Government’s GREAT campaign. The goal is to promote the UK’s travel, trade, and investment opportunities.
Research by VisitBritain shows that over 90% of potential visitors are interested in exploring locations featured in films and TV series.
Highlighting Cinematic Destinations
The campaign, which will run from February to March 2025, will use Expedia Group’s travel platform to encourage international visitors to explore lesser-known regions of Britain.
It will focus on destinations that have been featured in popular movie genres, such as:
- North East England – Durham and Newcastle, known for their period dramas.
- Scotland – Glasgow and Loch Fyne, featured in spy thrillers.
- Wales – Bannau Brycheiniog National Park and Cardiff, often used for epic fantasy settings.
A three-part travel series, directed by BAFTA-winning filmmaker Chris Faith, will showcase comedy duo Lara Ricote and Stevie Martin as they visit filming locations across Britain. The series also highlights unique cultural experiences.
Turning Inspiration into Bookings
In addition to the video content, the campaign includes digital ads, promotional materials, and a special travel hub on Expedia’s website with country-specific microsites. These features help travelers plan their trips and make bookings easily.
Patricia Yates, CEO of VisitBritain, spoke about the campaign’s goals: “Partnering with Expedia gives us the chance to showcase Britain’s incredible destinations to a global audience. From historic sites to vibrant cities, we want to inspire visitors to visit Britain’s iconic film locations and book their trips now.”
A New Era for UK Travel Marketing
With the UK’s film and TV industry continuing to grow in global popularity, the partnership between VisitBritain and Expedia is expected to make the UK a must-visit destination for travelers drawn to the country’s cinematic appeal.
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