VisitBritain, the UK’s national tourism agency, has partnered with Expedia Group to launch a global travel campaign aimed at increasing inbound tourism to the UK’s North East of England, Scotland, and Wales.

Titled ‘GOT THE SHOT’, the campaign leverages the power of screen tourism to inspire international travellers from Australia, France, Germany, and the USA to visit the UK.

This initiative is part of VisitBritain’s global ‘Starring GREAT Britain’ campaign, which aligns with the UK Government’s GREAT campaign to promote Britain’s travel, trade, and investment opportunities.

According to VisitBritain’s screen tourism research, over 90% of potential visitors are interested in exploring destinations featured in films and TV series.

Showcasing Britain’s Cinematic Destinations

Running from February to March 2025, the campaign uses Expedia Group’s extensive travel platform to drive international bookings to lesser-explored regions of Britain.

The campaign highlights destinations that have served as the backdrop for iconic movie genres, including:

North East England – Durham and Newcastle for period dramas.
Scotland – Glasgow and Loch Fyne for spy thrillers.
Wales – Bannau Brycheiniog National Park and Cardiff for epic fantasy settings.

The three-part travel series, directed by BAFTA award-winning filmmaker Chris Faith, follows comedy duo Lara Ricote and Stevie Martin on an adventure across Britain, discovering real-life filming locations and cultural experiences.

Turning Inspiration into Bookings

Beyond video content, the campaign includes immersive digital ads, promotional materials, and a dedicated Expedia travel hub with country-specific microsites.

This ensures seamless travel planning by providing destination information and enabling direct bookings.

Patricia Yates, CEO of VisitBritain, emphasized the campaign’s role in converting travel inspiration into real visits:

“Partnering with Expedia allows us to showcase Britain’s incredible destinations to a global audience. From historic landscapes to vibrant cities, we’re inspiring visitors to step into Britain’s most iconic film locations and book their trips now.”

Rob Torres, Senior VP at Expedia Group Media Solutions, highlighted the effectiveness of visual storytelling in tourism marketing:

“Our Unpack ‘25 travel trends report shows that 66% of travelers choose destinations based on what they’ve seen on screen. ‘GOT THE SHOT’ taps into this trend, making it easier than ever for travelers to explore Britain’s most cinematic locations.”

Driving Economic Growth Through Inbound Tourism

According to the UK Government’s Department for Culture, Media & Sport (DCMS), inbound tourism is a vital contributor to the UK economy, expected to generate £32.5 billion in visitor spending in 2024. The campaign aligns with the UK’s long-term tourism strategy by:

Encouraging travel to regional destinations, supporting local businesses.
Promoting sustainable tourism, with diverse experiences beyond major cities.
Boosting Britain’s cultural appeal, enhancing its status as a premier film tourism destination.

A New Era for UK Travel Marketing

With Britain’s film and TV industry continuing to attract global attention, VisitBritain and Expedia’s partnership is set to position the UK as a must-visit destination for travellers inspired by on-screen adventures.

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