VisitBritain Uses Film Locations to Distribute International Tourism to UK Regions

The British national tourism agency VisitBritain is using film and television locations to encourage international visitors to travel beyond London and into regional areas across the country. Speaking at the World Travel Market in London, VisitBritain Chief Executive Patricia Yates explained how the strategic focus on film-based travel aims to spread economic benefits to regional communities.

The promotional campaign, titled Starring GREAT Britain and launched in January 2025, features digital maps and curated itineraries tied to high-profile filming sites. Included in the platform are routes through the Scottish Highlands featuring locations from series such as Outlander, The Diplomat, and Downton Abbey. VisitBritain is continuously updating the portal following recent film releases like Wuthering Heights and plans additions for an upcoming Harry Potter series.

Yates explained that the compact geography of Great Britain simplifies travel between major hubs, with cities like Manchester, Liverpool, and Newcastle located just a few hours from London or regional airports. The agency considers regional dispersion fundamental to its mission of helping international visitors discover destinations outside the capital. According to Yates, regional tourism operators are responding by introducing bookable services designed specifically for international screen tourists.

As several European destinations struggle with heavy congestion in city centers, VisitBritain stated that its promotional strategy explicitly factors in local capacity and infrastructure. The tourism board prioritizes marketing for locations that possess adequate facilities and actively welcome visitors during specific seasons. Destinations experiencing operational strain or reporting limited capacity for higher tourist numbers are deliberately excluded from these promotional drives.

Among the regional destinations prioritized in the campaign is North East England, which features cultural and historical sites aimed at international travelers. Prominent attractions in the region include Alnwick Castle in Northumberland, known as a primary filming site for the Harry Potter film franchise, alongside Kynren, an outdoor historical spectacle opened in July that involves 1,200 local performers. VisitBritain plans to expand its regional film itineraries as additional major film and television productions conclude filming across Great Britain.

Written by Thomas Nussbaumer thomas.nussbaumer@alpineweekly.com