VisitBritain partners with Expedia Group to boost inbound tourism across the nations and regions

Tuesday, Feb 11, 2025 0

National tourism agency VisitBritain, in partnership with Expedia Group, has this week launched an international campaign to put regional destinations in the North East of England, Scotland and Wales in the spotlight and drive bookings.

Underway from early February to March, the ‘GOT THE SHOT’ campaign uses Expedia Group’s global reach to inspire visitors in Australia, France, Germany and the USA to book a trip to Britain right now.

The campaign is part of VisitBritain’s global campaign ‘Starring GREAT Britain’ which is using the powerful pull of screen tourism 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, showcasing to visitors from our valuable Australian, France, Germany and USA markets why our regional destinations are the real star of the show.

“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. From our stunning countryside, our rich heritage and history to our vibrant cities, Britain is the backdrop to so many great stories. ‘GOT THE SHOT’ inspires visitors to put themselves in the picture and book a trip to Britain today.”

Senior Vice President, Expedia Group Media Solutions, Rob Torres said:

“We are excited to partner with VisitBritain to amplify the destination’s beautiful stories, cultures and landscapes through our industry-leading travel media network. According to our recent Unpack ‘25 travel trends report, 66% of travellers say their travel choices have been influenced after seeing it on screen. We can’t wait to see what the power of visual storytelling can do to drive tourism to Britain.”

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 on an adventure across Britain searching for destinations to experience iconic movie genres. Their search sees them visit destinations and tourist experiences whilst scouting locations for epic fantasy battles in Wales, spy thrillers in Scotland and period dramas in 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.

As well as the series, the campaign will feature immersive video content, digital ads and a dedicated Expedia hub with market specific microsites to convert inspiration to visit Britain into bookings.

Inbound tourism is one of the UK’s most valuable service exports and a major part of British trade, worth an estimated £32.5 billion to the economy in 2024 in visitor spending.