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Applied to:
This award recognizes outstanding communication efforts by a country, city, region, official institution, or tourism office that promote a destination to a wider audience. The award recognizes effective communication campaigns that utilize various media channels, such as television, radio, newspapers, displays, social media, or other platforms. The winning communication effort will have demonstrated creativity, innovation, and effectiveness in promoting a destination to potential tourists, while also showcasing the destination's cultural, social, and environmental values.
The project:
Starring Great Britain turns the UK’s deep connection with cinema into a powerful driver for tourism.
Directed by Oscar-winner Tom Hooper, the campaign celebrates Britain as the real star behind film and television worlds, from Bridgerton’s Bath to the Highlands of Outlander. By drawing on the global “set-jetting” trend, VisitBritain connects storytelling with travel. The initiative combines emotion with measurable results, generating £20 in visitor spending for every £1 invested.
It portrays a diverse and welcoming Britain where imagination inspires exploration.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.