By Kavita Mistry 
In an ambitious and culturally compelling move to woo Indian travellers, VisitBritain has launched its latest global tourism initiative, ‘Starring GREAT Britain’, positioning film and television as the centrepiece of its outreach to high-spending, experience-driven markets like India. The campaign, launched globally in January 2025, is already capturing global imagination, with India emerging as a priority market in the long-term strategy to boost visitor spend and regional tourism across the UK.
Backed by compelling data — 94% of Indian respondents expressed interest in visiting film and TV locations in the UK — the campaign sets out to not only increase the volume of inbound travel but also steer Indian tourists beyond London and into Britain’s lesser-known yet equally captivating regions.
“Film and TV have a universal pull, and they are increasingly influencing travel decisions,” said Patricia Yates, CEO of VisitBritain, in an exclusive conversation with ETTravelWorld. “We’re proud to have iconic content shot in Britain, and the opportunity now is to translate that into real visits to the destinations featured on screen.”
A Cinematic Gateway to British Regions
Anchored by a cinematic hero film directed by Oscar-winning filmmaker Tom Hooper, the campaign takes viewers on a vibrant journey through the UK’s filmic destinations. The campaign is already live in Australia, the GCC countries, France, Germany, and the US — markets where high spend per visitor is driving strategic investment.
In India, while full-scale campaign investments are still under consideration, VisitBritain has launched a Premier Collection to spotlight premium experiences outside London, complemented by upcoming roadshows across key Indian cities.
“We are targeting not just Delhi and Mumbai, but tier 2 and tier 3 cities where we see rising middle-class aspirations,” Yates said. “Our approach is to inspire the curious traveller, not necessarily segmented by age but by mindset.”
Targets for Indian market
The UK, which is one of the most popular outbound destinations for Indians, received over 766,000 visitors in 2024 from India— a number projected to surpass 1 million by 2030, with a £1 billion visitor spend target by 2026. These figures highlight India’s evolution from a volume-driven to a high-value source market.
Inbound tourism is one of the UK’s most valuable service exports and a major part of British trade, worth an estimated £33.7 billion to the economy in 2025 in visitor spending.
VisitBritain aims to double down on its India strategy by engaging the travel trade, influencers, and even filmmakers. Bollywood’s deep cultural ties with Britain are a major asset, with films frequently shot in locales like Newcastle, Durham, and the Lake District.
“We’re in conversation with Indian filmmakers, and we see Bollywood’s global reach as a perfect fit for the campaign,” Yates said. “The DDLJ musical opening and statue installations in Leicester Square make this the perfect time to deepen those bonds.”
Showcasing Hidden Gems and Northern Treasures
With a firm intent to diversify the Indian traveller’s UK experience, VisitBritain is pushing regional gems like the North East, Cumbria, the Peak District, and cities like Manchester and Liverpool. With the launch of IndiGo’s direct flight to Manchester, accessibility to northern Britain has improved, encouraging a greater spread of visitors.
“North East England is a revelation. From Harry Potter’s Quidditch pitch at Alnwick Castle to the World Heritage sites in Durham, it’s a goldmine of immersive experiences,” Yates added.
VisitBritain has also been actively engaging Indian trade partners, having already conducted familiarisation trips and site inspections. The feedback, according to Yates, has been overwhelmingly positive.
Cultural Cross-Pollination Through Events
Cultural diplomacy is also becoming a central pillar of the strategy. The Serendipity Arts Festival, one of India’s largest multidisciplinary cultural events, is making its debut in the UK this month. Yates sees this as a valuable opportunity to promote local inclusivity and build diaspora pride while reinforcing regional UK-India ties.
“Culture not only brings in tourists but also strengthens the fabric of our multicultural cities,” Yates said. “Events like Serendipity create a deep emotional connection — not just for visitors but for local communities as well.”
Gen Z: The Emerging Decision-Makers
Acknowledging the growing influence of Gen Z travellers, Yates notes a clear shift toward experience-led, socially shared journeys, often decided by younger members in multi-generational families.
“We’re seeing how Gen Z leads the way in travel planning, especially in Indian families. They are the storytellers, the planners, and often the ones choosing destinations,” she said. “We’re working to meet them on platforms they trust, even exploring possibilities on TikTok as UK policy evolves.”
Next Steps: Scaling Ambition with Sustained Partnerships
Looking ahead, VisitBritain intends to build on the Starring GREAT Britain campaign over the next three years, refreshing content based on upcoming film releases and leveraging regional storytelling.
“Britain already enjoys strong sentiment among Indian travellers. The goal now is to maintain our leadership as Europe’s top destination and grow our footprint deeper into India’s second-tier markets,” said Yates. “There’s so much beauty between London and Edinburgh — from Yorkshire’s Moors to the Dales — and we’re excited to see more Indians explore those.”
With the British government targeting 50 million international visits by 2030, India is a market no tourism board can afford to ignore. For VisitBritain, the story is just beginning — and India, it seems, may be one of its brightest stars yet.
