Iconic British Locations Used for Tourism Campaign

British film and television have long held a special place on the global stage. Now, with the launch of VisitBritain’s screen tourism campaign ‘Starring GREAT Britain’, the spotlight turns to the very locations that shaped those memorable stories. This campaign celebrates Britain as one vast, living film set, cleverly connecting its cinematic legacy with a fresh invitation to explore the country’s diverse destinations.

As demand grows for unique visitor experiences, screen tourism has emerged as a powerful motivator for international travel. Research from VisitBritain found that nine out of ten potential visitors are keen to see film and television locations as part of their trip. By using familiar scenes and characters, the campaign taps into a sense of nostalgia and wonder while encouraging audiences to experience Britain for themselves.

Bringing the Silver Screen to Life

The magic of cinema lies in its ability to transport audiences to new places. For many, the real draw is seeing where that magic was made. From the skyline of London to the hills of the Lake District, Britain’s most iconic filming locations are not just recognisable, they are real places waiting to be explored.

In the capital, the domed grandeur of St Paul’s Cathedral takes centre stage in Mission: Impossible – Fallout, while Tower Bridge features in Spider-Man: Far From Home. The charm of Notting Hill endures through Kenwood House, and the Houses of Parliament provide a fitting setting for Sherlock Holmes. Portobello Road’s rooftops bring Paddington’s world to life with a touch of whimsy.

Outside London, the variety continues. Headcorn Aerodrome in Kent offers a glimpse into Bridget Jones: The Edge of Reason. Meanwhile, the elegant West Wycombe Park in Buckinghamshire serves as the backdrop for the lavish scenes of Bridgerton. Northumberland’s Cragside appears in Jurassic World: Fallen Kingdom, and the dramatic beauty of the Lake District brings intensity to Mission: Impossible – Dead Reckoning and warmth to Paddington 2. Eastnor Castle in Herefordshire adds gravitas to the world of Succession.

Scotland’s sweeping landscapes are on full display in Fast & Furious 9, which was filmed in Edinburgh. The enchanting Loch Shiel provided the backdrop for Harry Potter and the Prisoner of Azkaban. In Wales, Anglesey served as a location for House of the Dragon, blending historical atmosphere with cinematic fantasy.

Where Films Meet Visitors

The brilliance of the ‘Starring GREAT Britain’ campaign lies in its clever editing. Iconic scenes from major blockbusters are seamlessly intercut with modern-day travellers discovering the same spots. This visual approach invites audiences to imagine themselves stepping into the story. The familiar becomes fresh again, framed through the lens of adventure, nostalgia and discovery.

The campaign goes beyond television screens. Outdoor advertising is running in key international markets, including billboards in Berlin, Paris, Dubai and Jeddah. It directs people to a dedicated online hub, where they can explore filming-inspired itineraries tailored to themes such as romance, action, or fantasy. There is even a digital map pointing out key locations and nearby attractions.

Exploring Beyond the Capital

One of the campaign’s core aims is to spread visitor interest beyond London. While the capital remains a powerful draw, Britain’s creative appeal runs far deeper. A visit to a stately home in Cheshire, a paddleboarding session in the Highlands, or an ice cream on the beach in North Wales all showcase different sides of the country, each tied back to the films that brought them to global audiences.

The initiative also highlights regional experiences, from heritage railways and countryside walks to cultural festivals and culinary stops. These ideas are designed not just to inspire but to encourage visitors to extend their stay and explore more widely.

Supporting Two Growing Industries

The connection between tourism and the film industry is both natural and strategic. Both sectors are thriving and have an international reach. VisitBritain’s collaboration with the British Film Commission brings further credibility and reach, showcasing not only the places but also the talent and infrastructure behind British productions.

By placing British filming locations front and centre, the campaign draws attention to the country’s production strengths while also encouraging local pride and investment. It is a celebration of the country’s visual storytelling power and the places that make it possible.

Locations That Tell a Story

For brands and content creators, the message is clear. Filming locations are more than just pretty settings. They are recognisable, story-rich spaces that already carry emotional weight for audiences. This creates a valuable shortcut to atmosphere and connection.

The Location Guys help brands and production teams access a curated selection of homes, studios and commercial spaces that feel ready-made for storytelling. From period country houses to modern architectural builds, the right setting can elevate an advert or shoot from concept to something truly memorable.

The Credits Keep Rolling

As the ‘Starring GREAT Britain’ campaign makes its way across the globe, it is doing more than encouraging visits. It is positioning Britain as a creative and cultural destination, inviting visitors to follow in the footsteps of their favourite characters, while also exploring a modern, diverse and welcoming country.

The spotlight is on, the locations are ready, and the invitation is open. For anyone in film, advertising, or brand storytelling, Britain is more than just a backdrop; it is a stage waiting to be utilised.