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Applied to:
This award recognises an outstanding destination communication campaign led by a country, city, region or official tourism authority, effectively promoting a destination to target audiences through a distinctive, creative and strategically executed approach.
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.
