Starring Great Britain: How set-jetting is helping distribute tourists across the regions

Great Britain boasts an abundance of tourist attractions, from the white cliffs of Dover to the Scottish lochs. However, many travelers tend to focus solely on London, missing out on the wealth of experiences available in other regions. The UK capital, while impressive, can become overcrowded with tourists, and the regions are not receiving their fair share of the economic benefits that come with increased visitor numbers.

To address this issue, the tourist board VisitBritain has launched a campaign called "Starring GREAT Britain." This initiative aims to showcase the film and TV locations found throughout the country, encouraging visitors to explore destinations beyond London. The campaign features a map of filming locations and suggested itineraries grouped by region.

For instance, the Scottish Highlands itinerary guides tourists to scenic spots that have appeared in popular shows like Outlander, The Diplomat, and Downton Abbey. The UK has long been a favorite filming location, with new releases like the recent Wuthering Heights contributing to the constant updates on the campaign's webpage.

VisitBritain CEO Patricia Yates emphasized the importance of promoting lesser-known regions to visitors. She explained that while the UK's small size makes travel relatively easy, the country is essentially a series of interconnected islands, with a few-hour drive from one major city to another. Yates highlighted that "Starring GREAT Britain" demonstrates that each region has its unique story to tell, and the tourism industry is working with filmmakers to create compelling reasons for visitors to explore beyond London.

Tourism boards across Europe face the challenge of overcrowding in cities, leading to protests from locals. London, in particular, has limited capacity to handle the influx of tourists. VisitBritain carefully considers which destinations to promote, ensuring that they have the necessary infrastructure, capacity, and interest from both businesses and local communities. The aim is to provide visitors with a positive experience while benefiting the local economy and residents.