Most international visitors to the UK barely leave London, and VisitBritain has had enough of that. Its answer is "Starring GREAT Britain", a campaign built on set-jetting — the now well-established trend of travellers planning trips around places they've seen on screen.

Launched in January 2025, the campaign centres on an interactive map of filming locations plus ready-made itineraries by region. One example: a Scottish Highlands route taking in spots used in Outlander, The Diplomat and Downton Abbey. The map keeps growing too — VisitBritain updates it as new productions land, with recent additions including an adaptation of Wuthering Heights and more locations expected once the new Harry Potter series arrives.

Speaking to Euronews Travel at World Travel Market in London, VisitBritain chief executive Patricia Yates explained the pitch in simple terms: getting out of the capital is easy, and the storytelling gives you a reason. Manchester or Liverpool are a couple of hours away by train, you can fly into Manchester and reach Newcastle or Scotland in around three hours. Crucially, she says the tourism industry in the regions is now building bookable products around the film locations, so international visitors can actually plan and buy these trips rather than just admire them on Instagram.

There's a smarter idea underneath the marketing. Much of Europe is struggling with overtourism — Barcelona and Venice have seen locals protest in the streets. London can absorb its visitor numbers, but VisitBritain is deliberately avoiding pushing tourists into smaller spots that are reaching capacity. Yates said the board only promotes places with the infrastructure and the appetite for visitors at that time of year, and steers clear of those "feeling the pinch". The wider goal is attracting travellers who stay longer, spend more and want a genuine connection with a place — a slow-travel mindset that's shaping international tourism overall.

If you need a specific destination to start with, Yates nominated England's north east. The historical theme park Kynren opened there in July, staging spectacular shows with 1,200 local performers telling the story of England. Nearby, Alnwick Castle in Northumberland is where Harry Potter first learned to fly a broomstick — an easy win for fans, and a handsome castle in its own right.

Why does this matter for your next trip? Because it hands you a ready-made excuse to skip the London-only hit-and-run holiday. Pick a show you love, follow its locations, and you'll end up in the Highlands, the Yorkshire moors or the Northumberland coast — places with fewer crowds, better value and scenery that needs no cinematic filter.