How UK Destinations Are Adapting VisitBritain’s Screen Tourism Campaign

Following the launch of VisitBritain’s Starring GREAT Britain campaign, destinations across the UK are seizing the opportunity to promote their filming locations and cinematic tourism experiences.

VisitLiverpool Expands Screen Tourism Campaign to Highlight City’s Cinematic Legacy

VisitLiverpool, in collaboration with Liverpool Film Office, has launched the second phase of its screen tourism campaign, Liverpool. The Ultimate Setting, following the recent rollout of VisitBritain’s Starring GREAT Britain campaign.

Building on its rich film and TV heritage, this phase aims to attract visitors by spotlighting Liverpool City Region’s most iconic filming locations. Tourists are encouraged to explore the region through self-guided maps, immersive digital walking tours with Reel Tours, quizzes on Liverpool’s biggest stars, and curated itineraries designed for film fans.

“Liverpool City Region has long been a favourite location for filmmakers worldwide, and this campaign is a fantastic opportunity to showcase our city region’s cultural richness and cinematic appeal,” said Natalie Wyatt, Managing Director of Liverpool City Region Local Visitor Economy Partnership. “By aligning with VisitBritain’s Starring GREAT Britain campaign, we further solidify our place on the global film tourism map.”

From Southport’s coastline to Wirral’s villages and Liverpool’s famous waterfront, the city has played host to blockbuster productions including Peaky Blinders, The Batman, Fantastic Beasts and Where to Find Them, Captain America: The First Avenger, and Harry Potter.

VisitBritain CEO Patricia Yates reinforced the impact of screen tourism for the region, stating: “Our research shows that films and TV shows are powerful draws for visitors and it’s great to see VisitLiverpool roll out the latest phase of its campaign, putting the city and region’s fantastic screen tourism offer in the spotlight.”

Marking its 35th anniversary, Liverpool Film Office continues to play a key role in attracting major productions to the region. Recent projects include Harlan Coben’s Missing You, BBC drama The City Is Ours, and Guy Ritchie’s upcoming Fountain of Youth.

“As the most filmed UK city outside of London, Liverpool has always had a starring role on screen,” said Lynn Saunders, Head of Liverpool Film Office. “We look forward to welcoming even more set-jetters to Liverpool City Region and showcasing what our beautiful locations have to offer.”

With a growing number of international productions choosing Liverpool as a backdrop, Liverpool. The Ultimate Setting cements the city’s reputation as a leading destination for film tourism.

Wales Rides the Set-Jetting Wave as House of the Dragon Showcases Its Cinematic Landscapes

Wales is seeing a surge in film and TV-inspired tourism, with House of the Dragon putting its stunning landscapes front and centre. The Game of Thrones prequel has transformed Gwynedd, Anglesey, and Conwy into must-visit destinations, drawing fans eager to explore the dramatic castles and breathtaking coastlines featured in the series. This will get a bigger boost this year with the Starring GREAT Britain, VisitBritain’s global screen tourism campaign, which is spotlighting Wales’ role in major productions. Meanwhile, another long-standing favourite, Gavin and Stacey, is enjoying a fresh wave of interest following its recent Christmas special, as fans return to Barry Island to relive its most iconic scenes.

The popularity of House of the Dragon has reinforced North Wales’ appeal as a fantasy filming location, with its medieval architecture and rugged landscapes offering the perfect cinematic backdrop. The Game of Thrones spin-off for Season Two filmed in eight locations across north Wales last year.. Filming over five-week the shoot included valleys and quarries being used or the fictional kingdom of Westeros. Now, with VisitBritain’s campaign promoting these locations internationally, more visitors are expected to seek out the real-world settings behind the hit series. The Cabinet Secretary for Tourism, Rebecca Evans, highlighted the value of screen tourism, stating: “Set-jetting is a fantastic way to showcase the rich diversity of our exceptional destinations, from iconic landmarks to hidden gems featured in beloved Welsh and British films and TV series.”

Meanwhile, over in South Wales, Barry Island’s tourism industry is thriving, in major part thanks to Gavin and Stacey which continues to draw in audiences nearly two decades after it first aired. Following the spike in interest from the Christmas special, where 19.1 million viewers tuned in, fans have been once again searching out and flocking to well-known locations seen in the one-off special, including Dave’s Coaches tour and Marco’s Café. Marco Zeraschi, owner of Marco’s Café, praised the show’s lasting impact: “Gavin and Stacey has been instrumental in transforming Barry Island into a nationally recognised cultural destination and the boost to tourism has been incredible. Visitors from across the UK and beyond are coming to Barry Island now looking to experience the warm and friendly atmosphere in real life and for us as a business it’s been phenomenal.”

With 2025 designated as Wales’ ‘Year of Croeso’ – celebrating the Welsh culture, language, – alongside the launch of its ‘Hwyl’ campaign – the unique Welsh experience of joy – the country is making a strong push to promote its screen tourism credentials. As more visitors seek out TV and film locations as part of their travels, Wales is positioning itself as one of the UK’s leading destinations for set-jetters and screen tourists.

Edinburgh’s Cinematic Appeal Spotlighted

As reported in The Edinburgh Reporter, Edinburgh has taken centre stage in the campaign with a Fast & Furious car chase scene set on Victoria Street, showcasing its distinctive historic architecture. The city’s cinematic legacy is well-established, with productions frequently taking advantage of its cobbled streets, gothic spires, and dramatic cityscapes.

Beyond Edinburgh, Scotland’s Loch Shiel, famous for its Harry Potter connection, and Loch Lomond, featured in outdoor adventure sequences, are also being highlighted in the campaign. VisitScotland has emphasised the economic benefits of screen tourism, particularly its appeal to European and long-haul visitors. With Scotland’s landscapes continuing to captivate filmmakers, the campaign aims to draw more visitors to these locations while boosting regional economies.

Northumberland’s Cragside Joins the Spotlight

According to Yahoo News, Cragside, a National Trust property, has been selected as Northumberland’s representative in the campaign. The grand country house was notably used in Jurassic World: Fallen Kingdom (2018), where it doubled as Lockwood Manor, the home of a billionaire funding dinosaur cloning. The film’s release brought new attention to the historic estate, and now, through Starring GREAT Britain, Cragside is being promoted internationally to attract visitors to explore the real filming location.

The campaign highlights Cragside’s stunning architecture and vast grounds, showcasing its potential as both a filming location and a tourist attraction. The inclusion of Northumberland in this campaign underlines the region’s growing appeal for both filmmakers and film-loving travellers.

Midlands Locations Unveiled in New Tourism Guide

As reported by Express & Star, the West Midlands is featuring prominently in Starring GREAT Britain, showcasing some of the region’s best-known film locations. Dudley’s Black Country Living Museum, famous for its authentic period setting, has long been associated with the BBC’s Peaky Blinders, while Birmingham’s Grand Central, which appeared in Mission: Impossible, is also receiving recognition.

To further support the initiative, the West Midlands Growth Company (WMGC) has launched a new tourist guide highlighting both famous and lesser-known filming locations. The guide aims to attract set-jetters to the region by offering insights into past, present, and upcoming productions.

Neil Rami, CEO of WMGC, commented on the guide’s launch, “For the first time, this new guide puts together the region’s eminent filming locations – past, present, and future – in one place. I hope it encourages more set-jetters to visit the West Midlands.”

With excitement building for the upcoming Peaky Blinders feature film, Steven Knight, the series’ creator, also spoke about the region’s growing role in the film industry., “Exciting things are happening here, and we’ve got ambitious plans to make TV and movies on an international scale from our new Digbeth Loc. Studios.”

Cumbria Showcases Its Film Legacy

Cumbria Tourism is taking full advantage of Starring GREAT Britain, using the campaign to highlight its film legacy. The county has long been a favourite location for filmmakers, with its dramatic landscapes and historic sites providing the perfect backdrop for major productions.

Some of the most notable films shot in Cumbria include: The Dam Busters. Mission: Impossible – Dead Reckoning Part One (Tom Cruise’s speed-flying scene) and Paddington 2 (Ullswater featured prominently)

By promoting these cinematic connections, Cumbria hopes to attract more visitors looking to experience real-life film settings. The campaign also highlights local businesses linked to the film industry, reinforcing Cumbria’s role in the UK’s screen tourism economy.

Peak District  and Derbyshire

TAs featured on Visit Peak District & Derbyshire, the region is capitalising on Starring GREAT Britain to showcase its long-standing cinematic heritage. The Peak District has provided the backdrop for numerous period dramas and major films, thanks to its grand stately homes and stunning natural landscapes.

Some of the most iconic filming locations include Chatsworth House (Pride and Prejudice, The Duchess) and Haddon Hall (Mary Queen of Scots, The Princess Bride).

By encouraging visitors to explore these cinematic locations, the Peak District is positioning itself as a key destination for film tourism. The campaign aims to connect visitors with the region’s rich film history, while also supporting local businesses involved in heritage tourism.

Regional Film Tourism Plans Unfolding Across the UK

As Starring GREAT Britain continues to rolls out over the year, other regional tourism boards and film commissions across the UK are expected to announce new activities and initiatives in the coming months. These efforts will continue to highlight Britain’s diverse film locations, helping to attract more visitors and support local economies.