The United Kingdom is ready to shine on the global stage, and Canada is at the forefront of the action.
On March 5, 2025, TravelPulse Canada attended an exclusive high tea event in Toronto where VisitBritain officially kicked off its latest tourism campaign, “Starring GREAT Britain.” This global initiative invites travelers to explore the UK’s most iconic movie and TV filming locations.
A Movie Set in Real Life
The campaign aims to boost tourism across Britain by showcasing the country as the star of the silver screen. The promotional film, inspired by blockbuster films, highlights famous moments from popular movies and TV shows, including Mission: Impossible, Bridget Jones, Spider-Man, Succession, House of the Dragon, Harry Potter, Paddington, Fast & Furious, Mary Poppins Returns, and more.
Directed by Oscar-winning British filmmaker Tom Hooper, the launch film offers a cinematic tour through Britain’s well-known filming locations, emphasizing the UK’s role as a real-life movie set.
The UK’s Star Appeal
VisitBritain is using the allure of film tourism to inspire people to visit the real-world locations of their favorite movies and shows.
“We’ve already held launch events in Berlin, Sydney, Melbourne, and Dubai, with 14 more planned over the next few months,” said Gavin Landry, VisitBritain’s International Director. “This Toronto event, organized by our Canada team led by Cathy Stapells, was a great opportunity to bring together media, commercial partners like Delta Airlines and Virgin, trade partners, and our diplomatic partners.”
Stapells shared that Canadian visits to the UK have reached one million annually, with numbers expected to rise in 2024. “Canadians spend about a billion pounds a year in the UK, and that number is forecast to keep growing,” she added.
This strong connection places Canada in the top ten markets for UK tourism. Beyond London, Canadians are also keen on exploring other regions.
“Canadians love places like Oxfordshire, Yorkshire, Scotland, the West Midlands, and Birmingham—especially those who are fans of Peaky Blinders,” said Stapells. “Our travelers tend to venture beyond London more than visitors from many other markets.”
Easy Travel Across the UK
Landry also highlighted the convenience of the UK’s railway system, which makes it easy for travelers to explore different regions of the country. “The rail service is fantastic,” he said. “I once toured the UK for 11 days without stepping into a car or boarding a plane. It was a pleasant experience, reading the newspaper, enjoying breakfast, and taking in the views.”
Fostering Sustainable Tourism
The “Starring GREAT Britain” campaign is part of VisitBritain’s broader goal of regenerative tourism. “Our aim is to make places better through the tourism they receive,” Landry explained. “This campaign not only promotes growth but ensures it’s sustainable and beneficial for the regions we highlight, especially those featured in film and TV productions.”
VisitBritain’s research shows that over 90% of potential UK visitors are interested in traveling to destinations seen in movies and TV shows. This trend, known as the “White Lotus effect,” reveals the significant influence entertainment has on travel choices.
Virgin Atlantic’s Return to Canada
Stephen Goulding, Virgin Atlantic’s Country Manager for Canada, attended the event to announce the airline’s return to Canada. Starting March 30, 2025, Virgin Atlantic will resume daily non-stop flights from Toronto Pearson (YYZ) to London Heathrow (LHR), following a hiatus that began in 2014.
Virgin Atlantic has also expanded its partnership with WestJet, offering enhanced codeshare agreements from Canada to the UK and beyond, including to India.
This new chapter in travel between Canada and the UK comes as part of an effort to build on growing tourism and strengthen ties between the two nations.
Related topics:
- ACI Europe Calls for Extension of Crucial Aid to Safeguard Regional Airports and Connectivity
- Huawei’s Smart Tourism Technology Transforms Spain’s Travel Destinations
- AirBaltic Pilot Academy Expands, Welcoming 15 New International Students