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© Theo Whiteman / HBO
Set-jetting: Get involved in new blockbuster VisitBritain ‘Starring Great Britain’ campaign
Visit Wales has partnered with VisitBritain to this week launch the ‘Starring Great Britain’ campaign. The international campaign which targets international visitors, with over £8M in activities, kicked off this week to inspire visitors by showcasing iconic locations. In the campaign’s blockbuster-inspired short film - showcasing destinations across the UK as the backdrop to great stories, action and adventure - Wales features prominently with scenes from HBO’s House of the Dragon filmed at different locations across North Wales. Visit Wales works closely with Creative Wales on the promotion of Wales as a screen tourism destination.
Film and TV shows are powerful travel motivators. VisitBritain’s research shows that more than 9 out of 10 potential UK visitors want to visit film or TV locations. In Wales, 19% of UK holidaymakers are interested in visiting locations featured in media. Watch this film featuring Jason Thomas, Director of Tourism, Marketing, Events & Creative, as he talks about the ‘Starring GREAT Britain’ campaign and emphasises Wales as a premier destination for film and television production.
The Cabinet Secretary for Tourism, Rebecca Evans, said:
“Set-jetting is a fantastic way to showcase the rich diversity of our exceptional destinations, from iconic landmarks to hidden gems featured in beloved Welsh and British films and TV series’. There’s no question that a location or destination from a beloved film or television series can have a special place in the hearts of viewers and fans.
Wales has a unique charm that’s capturing the imagination of travellers worldwide, and it is particularly apt that 2025 is our Year of Croeso and the start of our ‘Hwyl’ campaign, promoting our nation’s distinctly unique experiences and destinations to visitors from across the globe.”
For those wanting to take a ‘location vacation’ in Wales, there’s plenty on offer too, such as:
- Pontcysyllte’s awe-inspiring aqueduct, from Wallace & Gromit: Vengeance Most Fowl
- Various already-iconic Welsh locations, including St Fagans National Museum of History and University of South Wales’ Caerleon campus as seen on Netflix’s teen smash-hit Sex Education
- Mythical TV series His Dark Materials - starring Hollywood starlet Lin-Manuel Miranda - includes Caldicot’s Dewstow Gardens and St Govan's Chapel, Pembrokeshire
The campaign includes educational visits for international trade and media, with tailored film-inspired tours across the UK. Wales recently hosted tour operator buyers from the Nordics and France. As the campaign rolls out, Wales will feature in advertising across major international markets, supported by social media, Travel Trade, PR, and media visits. This aligns with Wales’ Year of Croeso, focusing on unique Welsh experiences and destinations.
Here’s how you can get Involved:
- Businesses supporting TV/Film crews can sign up for the Visit Wales Welcome Award to promote their services.
- VisitBritain invites businesses, attractions, and destinations to share local screen tourism experiences using #StarringGreatBritain.
- Please Use the tags #FeeltheHwyl, #Hwyl, #VisitWales, and #CroesoCymru and share your screen tours and experiences at productnews@gov.wales.
Find out more on how to get involved on Starring GREAT Britain’ campaign.
Stay up to date with tourism industry news
View previously published Visit Wales industry newsletters and bulletins: Tourism Newsletter/Bulletin | Business Wales (gov.wales).
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