Question

To ask the Secretary of State for Digital, Culture, Media and Sport, what steps she is taking to attract more international visitors to the UK.

The Government is committed to attracting more international visitors to the UK and works closely with VisitBritain, the national tourist board, to showcase Britain as a premier holiday destination.

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 across the UK, from the Houses of Parliament and Lyme Park to the Lake District and the Highlands. The launch was supported by a wider advertising campaign across the UK’s largest and most valuable inbound visitor markets including Australia, the Gulf Co-operation Council (GCC) countries, France, Germany and the USA.

The Government is committed to supporting the sector through the forthcoming Visitor Economy Growth Strategy, which will set out a long term plan to attract more international visitors to the UK, boost value, and deliver sustainable growth across regional visitor economies.