Britain Unveils Breathtaking Cinematic Secrets to Mesmerize Curious International Travellers

Image generated with Ai

In the fall, the national tourism agency will run a major international marketing campaign. This year, as part of their marketing strategy, the agency will incorporate screen tourism.

VisitBritain will bring a group of international content creators to shoot videos in Britain. Of course, the content creators will be in Britain to capture the locations used in newly released and upcoming films. VisitBritain hopes the marketing campaign will encourage international visitors to Britain and help increase local economies.

From the end of September to the beginning of October, Britain will transform into the magical country portrayed in films and TV shows.

Nine international content creators will visit Manchester, North Wales, Northumberland and Durham. During their trip, the content creators will learn about the Harry Potter films, including the new House of the Dragon series and the recently announced Practical Magic 2. The content creators will also visit locations used in Narnia: The Magician’s Nephew and other films.

The Strategic Architecture of Screen Tourism

The global influencers represent a wide array of highly valuable inbound visitor markets. Content creators have travelled from Australia, Brazil, Canada, and France.

Representatives from the Gulf Cooperation Council (GCC) nations are also participating. Influencers from Germany, Italy, and the United States complete the international delegation. These individuals are donning their broomsticks to experience legendary British landscapes firsthand. Their primary directive is creating magical memories to broadcast to their vast digital audiences. This activity is designed to significantly raise awareness of Britain’s unique screen tourism offer.

The economic imperative behind this marketing strategy is backed by substantial internal research. VisitBritain data illustrates a profound shift in modern international travel motivations. More than nine out of ten potential visitors to the UK express specific interest in cinematic travel. These tourists are highly keen to visit filming locations during their British holidays. They actively seek out places seen-on-screen during their international trips. This overwhelming statistical majority underscores the sheer financial power of the screen tourism sector.

The ‘Starring GREAT Britain’ Campaign

The influencers visit is deeply integrated with a broader, multi-award-winning national marketing initiative. VisitBritain officially launched the international ‘Starring GREAT Britain’ campaign in January 2025.

This sophisticated campaign capitalises entirely on the modern cultural phenomenon known as ‘set jetting’. Set jetting involves travellers selecting holiday destinations based on their favourite films and series. The campaign aims to drive inbound tourism and stimulate widespread economic growth across Britain.

The core philosophy of ‘Starring GREAT Britain’ relies on utilising brilliant cinematic storytelling. The campaign leverages narratives seen in cinemas and on major global streaming platforms.

This storytelling is used as a powerful tool to inspire international visitors. VisitBritain explicitly wants tourists to come to Britain now rather than delaying their travel. Furthermore, the agency aims to persuade visitors to stay longer during their trips. A central goal is encouraging these tourists to explore more diverse, regional destinations.

Exploring the Harry Potter Phenomenon in the North East

The bespoke Magical Britain itinerary features a meticulous selection of iconic regional filming locations. Guests will travel extensively to historic Harry Potter film backdrops located in the North East.

Alnwick Castle serves as a primary destination for the visiting international content creators. This formidable fortress provides an instantly recognisable architectural setting for fantasy enthusiasts.

Durham Cathedral is also a central component of the North East itinerary segment. The cathedral offers dramatic, ancient interiors that resonate deeply with cinematic history. By focusing on these specific North East locations, VisitBritain promotes regional wealth distribution.

The agency is actively steering international footfall away from traditional, congested capital hubs.

Directing tourists to Northumberland and Durham supports local hospitality and heritage sectors. The influencers will document these historic sites to showcase their accessibility to global travellers.

Urban Mysticism and Practical Magic 2 in Manchester

The tour subsequently transitions from ancient northern castles to a vibrant urban environment. The influencers will travel to the dynamic city of Manchester for specialised activities. They will pay tribute to the upcoming release of the film Practical Magic 2.

The group will participate in a bespoke Blooms & Bicycles tour through the city streets. This unique tour highlights Manchester’s distinctive architectural blend and cultural atmosphere.

Following the cycling tour, the itinerary leans further into the supernatural theme. The content creators will experience a professional tarot reading in the city centre.

This activity takes place at Manchester’s famous Afflecks shopping emporium. Afflecks is renowned as a hub for alternative culture and independent retail. Integrating urban retail destinations into the tour demonstrates the versatility of screen tourism. It proves that cinematic travel extends beyond rural landscapes into modern city centres.

High Fantasy Landscapes and House of the Dragon in Wales

The itinerary deliberately crosses national borders to highlight the dramatic geography of North Wales.

The influencers will undertake a specialised journey inspired by HBO’s House of the Dragon. This segment features a highly scenic trip on the historic Snowdon Mountain Railway.

The railway traverses rugged, mountainous terrain that perfectly mirrors high-fantasy television aesthetics.

Wales provides an unparalleled natural backdrop for epic cinematic storytelling and adventurous travel. The Snowdon Mountain Railway offers sweeping panoramic views essential for high-quality social media content. Promoting North Wales allows VisitBritain to showcase the diverse topographical offerings of the UK.

This strategy positions the region as a premier destination for fans of epic fantasy television.

Cinematic Literature with Narnia and Historic Folklore

The Magical Britain tour continues its exploration of fantasy adaptations with a nod to Narnia. The itinerary specifically references the production of Narnia: The Magician’s Nephew.

The international guests will enjoy a curated lunch at the elegant Bodysgallen Hall. This historic property provides a commanding view overlooking the magnificent Conwy Castle. Conwy Castle stands as one of the most impressive medieval fortresses in Europe.

This specific pairing of luxury hospitality and ancient architecture exemplifies the premium tourism experience. The itinerary then concludes with a dramatic final event back in Northumberland.

The influencers will participate in an atmospheric ghost tour at Chillingham Castle. Chillingham Castle is widely known for its deep mystery, ancient folklore, and historical intrigue. This thrilling conclusion perfectly aligns with the supernatural theme of the entire press trip.

Digital Amplification and Executive Vision

The entire visit provides constant, structured opportunities for the influencers to generate media. They will create engaging, high-quality content specifically tailored for Instagram and TikTok.

These platforms are currently the dominant forces in shaping international travel trends and preferences. Short-form video content allows potential tourists to visualise their own cinematic holidays. The influencers’ digital output will directly complement the broader ‘Starring GREAT Britain’ advertising framework.

Patricia Yates, CEO of VisitBritain, provided extensive commentary on the strategic goals of the initiative. Yates emphasised the importance of elevating regional destinations on the global stage.

“Our ‘Starring GREAT Britain’ campaign gives destinations across our nations and regions their time to shine in the spotlight,” Yates stated. She noted that the campaign gives international tourists a unique opportunity. They can actively explore the iconic British filming backdrops seen in cinemas and at home.

Crafting the Spellbinding Itinerary

Yates further elaborated on the specific design and thematic focus of the influencers tour. She highlighted the diverse range of activities curated for the international guests.

“From castles and cathedrals to tours and tastings, we have created a spellbinding schedule across Northern England and Wales,” Yates explained. She stated this was designed specifically for the invited international influencers.

The goal is for them to deeply experience the landscapes behind the cinematic legends.

The CEO also detailed the expected return on investment from this digital marketing exercise. She explicitly linked social media engagement to tangible domestic economic benefits.

“Their activity across social media will encourage visitors from some of our key global markets to come and enjoy these unique ‘set jetting’ moments for themselves,” Yates confirmed. She concluded by emphasising that tourist spending directly supports tourism businesses and destinations across Britain.

The Future of Inbound Tourism

International influencers marketing is the next big thing in destination marketing.

And VisitBritain gets this. They understand that click-and-mortar marketing is essential. Digital marketing, through the help of content creators, is required to promote a country. Traditional marketing has limitations.

VisitBritain focuses on eight key markets. Those markets are, Australia, Brazil, Canada, France, Germany, Italy, the U.S. and the GCC.

They have been successful using their “Starring GREAT Britain” campaign.

This campaign promotes Britain’s film and television productions. As more supernatural and fantasy productions film in Britain, it entices more tourists to Britain. Recently, productions have filmed in Manchester and surrounding areas.

Durham and Northumberland are ready for their time in the international spotlight as well. Screen tourism gives the British economy a boost and provides opportunity for other tourism attractions and productions.