Question to the Department for Digital, Culture, Media & Sport:

To ask the Secretary of State for Culture, Media and Sport, what steps her Department is taking to promote UK tourism in other countries.

DCMS works with the national tourism agency, VisitBritain, to champion visits to Britain to a worldwide audience with the aim of ensuring that the economic benefits of tourism are felt by all regions and nations.

To drive more inbound visits across Britain, VisitBritain launched a global screen tourism campaign ‘’Starring Great Britain’’ in January 2025. The campaign uses the country's rich film and television history as a hook to inspire visitors to explore diverse and often rural destinations. 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 Plan, which will set out a long term plan to increase visitor flows across the UK, boost value, and deliver sustainable growth.