VisitBritain partners with Expedia Group to boost inbound tourism

Wednesday, 12 Feb, 2025 0

National tourism agency VisitBritain together with with Expedia Group, launched an international campaign to showcase regional destinations in the North East of England, Scotland and Wales.

The ‘GOT THE SHOT’ campaign will help drive awareness of the regions and boost inbound bookings.

Running to March, the campaign uses Expedia Group’s global reach to inspire visitors in Australia, France, Germany and the US to book a trip to Britain.

The campaign is part of VisitBritain’s global campaign ‘Starring GREAT Britain’ which is leveraging the pull of movie and TV locations to boost tourism to Britain.

VisitBritain’s screen tourism research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip.

VisitBritain CEO Patricia Yates said: “Partnering with Expedia Group we’re converting the inspiration to visit Britain into bookings.”

“The campaign not only shines the spotlight on our destinations but also on the exciting experiences visitors can enjoy in the North East of England, Scotland and Wales.”

Content includes a three-part series filmed by BAFTA award winning Director Chris Faith which sees comedy duo Lara Ricote and Stevie Martin set off across Britain searching for destinations to experience iconic movie genres.

They visit destinations and tourist experiences in Wales, Scotland and the North East of England.

Destinations featured include Durham and Newcastle in the North East of England; Glasgow and Loch Fyne in Scotland; and Bannau Brycheiniog National Park and Cardiff in Wales.

SVP, Expedia Group Media Solutions, Rob Torres said: “We are excited to partner with VisitBritain to amplify the destination’s stories, cultures and landscapes. We can’t wait to see what the power of visual storytelling can do to drive tourism to Britain.”

The campaign will also feature immersive video content, digital ads and a dedicated Expedia hub with market specific microsites.

Inbound tourism was worth an estimated £32.5 billion in visitor spending to the economy in 2024.

TravelMole Editorial Team

Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.

Ensuring our guests have an unforgettable experience while sailing with us is paramount; however, your health and safety remains our...

Our Mission Ecommerce has transformative powers, and we believe everyone should be able to take part. But outdated solutions and...

City Cruises is a leading operator of sightseeing, dining and charter services operating in London, York and Poole. We offer...

The superpower in bed banks for 30 years We are an award-winning and trusted accommodation wholesaler since 1991. We are...

Princess Hotels & Resorts is a hotel chain specialising in holiday and urban hotels located in first class tourist destinations,...

Traveltek is the world-leading provider of online solutions for the travel trade, from consumer-facing websites to call centre applications. We...

Located in the Mediterranean and connecting Asia and European continents that are separated by the famous Bosphorus, Türkiye is a...

AXA Assistance specializes in best-in-class cost containment, health and travel services. Over 60 years of experience combined with a US and...

Travel Outlook, the premier hotel call center™ Travel Outlook is an innovative, custom off-site central reservations office (CRO) service that...

Local spices spike the fragrant air of Morocco. Cradled by the dunes of the Sahara, the Kingdom has been inhabited...

The Polish Tourism Organisation (Polska Organizacja Turystyczna – POT) is one of several dozen national tourism organisations operating in the...

The city has been the vibrant heart of Japan for over 400 years, and is a crossroads where tradition meets...

This is Jersey. An island shaped by the sea where some of the most astonishing tides in the world circle...

With long periods of Thailand’s History, according to evidences and studies, Sukhothai was the first kingdom of Thailand. At that time, an early Thai...

ECOMMPAY is an international payment service provider and direct bank card acquirer, engineering bespoke payment solutions for clients worldwide. Our...