VisitBritain debuts new campaign to...

Glamorous premiere hosted at the British Embassy in Dubai

VisitBritain's latest campaign to promote tourism, ‘Starring GREAT Britain’, was debuted to a Middle East audience at the British Embassy in Dubai on 26 February 2025.

Key figures from the region’s travel trade, travel partners, media and influencers gathered to celebrate one of the Middle East’s most popular outbound destinations.

The Starring GREAT Britain global marketing campaign is centred on a short star-studded film showcasing the country’s many locations that have acted as film and TV sets. See the campaign film here:

The exciting new campaign film taps into the trend for ‘set-jetting’: travel inspired by film and TV shows

A VisitBritain spokesperson said: “Film and TV shows aren’t just entertainment, they’re the ultimate travel inspiration. In fact, our latest research reveals that more than nine out of 10 potential visitors to Britain dream of visiting iconic on-screen locations. That’s why our ‘Starring GREAT Britain’ campaign is casting Britain’s iconic destinations as the stars of the show, inspiring travellers to broaden their itineraries, visit now and stay longer.

“We are showcasing a Britain that is as welcoming, dynamic and diverse as the stories it tells.”

Supporting the video commercial, VisitBritain has compiled a full set of assets online for the travel trade to use, including ready-made film and TV-inspired itineraries for several locations across the country.

“From Paddington’s bustling London to Bridgerton’s elegant Bath and Outlander’s rugged Highlands, the UK is a living, breathing set of blockbusters and favourite series. Visitors can unleash their inner superhero on a high-octane adventure in Britain’s National Parks, from ziplining over Snowdonia [to] flying lessons at a real-life Hogwarts,” the spokesperson added.

For more information, visit www.visitbritain.org/starring-great-britain and www.visitbritain.org/resources-travel-trade