The Government is committed to ensuring the UK tourism and hospitality industry remains highly competitive within the European market. We work closely with VisitBritain, the national tourist board, to showcase Britain as a premier holiday destination to European visitors.

To capitalise on the growing trend of screen tourism and drive inbound visits, VisitBritain launched its global "Starring Great Britain" campaign in January 2025. This initiative leverages the UK’s rich film and television heritage to inspire travelers to explore diverse locations, including rural and coastal destinations. The campaign was backed by targeted advertising across our most valuable inbound visitor markets, including key European nations such as France and Germany.

In addition, VisitBritain's in market teams connect global buyers with regional suppliers in key markets to sell regional Britain internationally and grow inbound travel. In 2024/25 their trade programme generated 4,456 new business for UK suppliers, and just under £100 million for the UK economy.