Chongqing - This November, VisitBritain held its “Destination China & Northeast Asia” tourism promotion event in Chengdu, bringing together industry leaders to deepen cooperation between the UK and key markets in China, Japan, and South Korea. The event drew 42 UK tourism suppliers—including regional tourism boards, attractions, hotels, DMCs, airlines, and ticketing companies—and 89 top buyers from across Northeast Asia. Participants engaged in one-on-one meetings, destination briefings, and networking sessions, reinforcing the UK’s commitment to strengthening inbound tourism partnerships.

A major highlight of this year’s gathering was VisitBritain’s global campaign, “Starring GREAT Britain.” The campaign features a promotional film directed by Academy Award winner Tom Hooper, showcasing the UK as a world-class filming destination. The short film cleverly weaves together iconic locations seen in international hits such as Mission: Impossible, Bridget Jones’s Diary, Spider-Man, Succession, House of the Dragon, Harry Potter, Paddington, Fast & Furious, and Mary Poppins Returns, inviting global travelers to “follow the movie” and explore real-world settings across England, Scotland, and Wales.

In an interview with iChongqing, VisitBritain CEO Patricia Yates discussed the rising appeal of film-inspired travel and its role in promoting sustainable tourism. “I love watching movies. I have just seen Frankenstein, which was filmed in Edinburgh—the scenery is amazing in it,” she said. She emphasized that sustainable growth remains central to the UK’s tourism strategy, and film-themed travel contributes directly to that goal. “What the government and we are looking for is tourism growth that delivers for local communities. If you get visitors who travel all year, then you can offer jobs and training—real benefits for local people.”

Yates concluded by highlighting the promising future of China–Britain tourism cooperation. Britain has been at the center of multinational film collaborations—China included—which she believes strengthens cross-cultural understanding and fuels global curiosity. As she noted, “The success of the film industry means that it is natural for us to start working together.”