From the white cliffs of Dover to the lochs of Scotland, Great Britain offers a wealth of scenery and culture. Yet for many international visitors, the journey begins and ends in London. While the capital remains a world-class destination, its dominance means other regions miss out on the economic benefits of tourism—and visitors miss out on the country's diversity.
VisitBritain, the national tourism agency, is tackling this imbalance with a campaign called “Starring GREAT Britain,” which promotes real-life locations featured in popular films and television series. Launched in January 2025, the initiative provides an interactive map of filming sites and suggested itineraries by region. For example, a Scottish Highlands route takes travellers to spots seen in Outlander, The Diplomat, and Downton Abbey.
The UK's popularity as a filming destination means the campaign is constantly updated. New releases like Wuthering Heights (2025) and the upcoming Harry Potter series will add fresh locations, keeping the content relevant and enticing.
Spreading the benefits
At the World Travel Market in London, VisitBritain CEO Patricia Yates explained the strategy to Euronews Travel. “It's absolutely essential to what we do to get visitors to explore more outside of London,” she said. “We do that in two ways: one is the practicality—we're a small island, travel is really easy. It's a couple of hours to Manchester or Liverpool, or you can fly into Manchester, then it's three hours up to Newcastle and Scotland.”
The second approach is storytelling. “Why should you go? Compelling storytelling. I would say 'Starring GREAT Britain' has shown that we can do that using the power of film,” Yates added. “What we're seeing is that every region has a story to tell. And the tourism industry is coming in behind us and building tourism product that's bookable for international visitors.”
Set-jetting has become a major travel trend, with destinations like Dubrovnik (from Game of Thrones) and the Italian coast (from The White Lotus) seeing visitor surges. Britain is now tapping into that phenomenon to redistribute tourist flows.
A delicate balance
Many European cities are struggling with overtourism, leading to local protests. While London can absorb its current visitor numbers, VisitBritain is careful not to push tourists toward smaller destinations that lack capacity. “It's absolutely imperative that we deliver tourism that benefits businesses, but also benefits local communities,” Yates said. “We do that by looking at where we send visitors, making sure we're promoting places that have the infrastructure, have the capacity and want visitors at that time of year. And we don't promote places that don't want visitors and that are feeling the pinch a bit.”
The agency also seeks “good” visitors—those who stay longer, spend more, and engage deeply with local culture. “It is someone that comes and explores and wants to know more about a destination, and it is someone who spends longer and takes time,” Yates noted. “I think that is a trend that we're seeing with all international travel. We all want that emotional, personal connection and time to slow down a little.”
Beyond the set-jetting itineraries, Yates highlighted the north east of England as a rising destination. The historical theme park Kynren, which opened in July, features 1,200 local performers telling the story of England—an example of how tourism can be both immersive and community-driven.
As Europe grapples with the challenges of overtourism, Britain's approach offers a model: using pop culture to nudge travellers toward lesser-known regions, while ensuring that the places they visit are ready to welcome them. The campaign not only benefits the economy but also helps preserve the charm of the UK's most beloved spots.
