Skift Take

By incorporating popular media, VisitBritain seems to know what sells in tourism now.

Dawit Habtemariam

VisitBritain is developing a campaign that will promote locations used in movies and TV shows, said the group's CEO Patricia Yates at the recent Skift Global Forum.

“We're looking at our next campaign, and – obviously secretly in this room – I'll say that film and TV, we're looking at that being a major driver,” said Yates. “We've used Harry Potter, the James Bond experience, so we've got good links with studios in the past, but really ra