VisitBritain Launches Starring GREAT Britain Campaign at Heathrow to Inspire Global Travelers
(IN SHORT) VisitBritain, in collaboration with Heathrow Airport and the UK Government’s GREAT campaign, unveils the Starring GREAT Britain screen tourism campaign at Heathrow. The initiative uses film and TV to highlight British destinations, inviting travelers to explore beyond London. This campaign supports the UK’s tourism growth, with significant emphasis on boosting local economies and inspiring international visitors to explore England, Scotland, and Wales.
(PRESS RELEASE) LONDON, 2025-May-5 — /Travel PR News/ —VisitBritain, in collaboration with Heathrow Airport and the UK Government’s GREAT campaign, has brought its global screen tourism initiative, Starring GREAT Britain, to Heathrow Airport. The campaign invites international visitors arriving at Heathrow to explore the best of England, Scotland, and Wales through the lens of film and television. The multi-media advertising campaign greets travelers at the immigration halls, showcasing iconic British destinations as backdrops to famous cinematic stories, action, and adventure.
Home Office Minister Seema Malhotra joined VisitBritain CEO Patricia Yates and Heathrow Airport COO Javier Echave for a tour of the installation earlier this week.
Patricia Yates, Chief Executive of VisitBritain, expressed her enthusiasm for the campaign, stating, “We’re thrilled to welcome international visitors at Heathrow with our Starring GREAT Britain campaign. Using the allure of film and TV, we aim to tell the story of Britain today and encourage travelers to explore beyond London and see more of our country. It’s a wonderful opportunity to inspire visitors to travel and spend across England, Scotland, and Wales, benefiting local economies.”
Heathrow Airport’s COO, Javier Echave, also shared his excitement: “As the UK’s front door to millions of passengers, Heathrow is delighted to host this campaign. We hope it will inspire travelers to explore some of the iconic locations seen on screen, from the cinematic landscapes of Scotland to the historical wonders of Wales and England. The ‘Starring GREAT Britain’ campaign is an excellent way to kickstart travelers’ adventures as they make their way through Heathrow.”
The campaign, which aligns with the UK Government’s ongoing GREAT campaign, is a response to research showing that more than 90% of potential visitors to the UK are interested in visiting film and TV locations. The Starring GREAT Britain campaign launched internationally in late January 2025 with a captivating film that highlights the real star of the show—Britain’s diverse destinations. The campaign continues with a broad global advertising effort, aiming to encourage travelers to visit these locations and experience the cinematic magic for themselves.
In addition to its collaboration with the national tourism boards of England, Scotland, and Wales, VisitBritain’s campaign works closely with London & Partners and other stakeholders to ensure a comprehensive approach to boosting UK tourism. With inbound tourism contributing £33.7 billion to the UK economy by 2025, Starring GREAT Britain is an essential part of the country’s strategy to promote travel and tourism.
For more details on the campaign and to plan your next trip to explore the stars of British film and television, visit VisitBritain’s official site.
Media contact:
Beth Reynard
International Press and Public Affairs Manager, London, UK
SOURCE: VisitBritain.org
