Great Britain – The Real Star of the Show
VisitBritain’s “Starring GREAT Britain” campaign positions the UK as the ultimate on-screen destination, transforming global fascination with film and television into a powerful driver for inbound tourism. The initiative taps into the growing “set-jetting” trend, as travellers increasingly seek to explore the real places behind their favourite stories.
Directed by Oscar-winner Tom Hooper, the launch film takes viewers on a cinematic journey across Britain, featuring locations from Bridgerton’s Bath to Outlander’s Scottish Highlands. With the destinations themselves as the main characters, the campaign portrays a vibrant, welcoming, and diverse Britain that truly takes centre stage.
By aligning with travellers’ changing motivations—immersion, connection, and cinematic escape—VisitBritain turns cultural storytelling into measurable economic value. “Starring GREAT Britain” not only inspires travel but converts it into tangible results, generating £20 in visitor spending for every £1 invested, showing how imagination can directly fuel tourism growth.
Malaysia – Selamat Kembali to Malaysia
Tourism Malaysia’s “Selamat Kembali to Malaysia” campaign reimagines the country beyond its postcard icons, revealing a destination defined by depth, contrast, and culture. Through cinematic storytelling and immersive imagery, it celebrates everyday Malaysia, from the aroma of liberica coffee in heritage kopitiams to the creativity of Kuala Lumpur’s revived art districts, and from traditional kampung homestays to the ecological richness of Borneo.
Built on nuance and authenticity, the campaign challenges the view of Malaysia as a simple “sun and sand” destination. It presents a country that combines heritage and innovation, nature and design, and culinary traditions with contemporary refinement. By aligning emotional storytelling with strategic focus, “Selamat Kembali to Malaysia” positions the nation as a vibrant and multifaceted destination that speaks to modern travellers in search of meaning, connection, and rediscovery.
Visit Oslo – Is It Even a City?
At a time when destinations compete for attention with polished images and predictable slogans, VisitOSLO’s “Is It Even a City?” campaign takes a different route. Led by the disenchanted voice of Halfdan, a self-proclaimed “temporary resident” of Oslo, it uses humour and self-deprecation to challenge the usual tourism narratives.
Instead of idealising Norway’s capital, the campaign gently mocks it, calling Oslo “too small,” “too easy,” and “too accessible.” Through this irony, it reveals the city’s true appeal: openness, authenticity, and quiet sophistication. The result is a fresh and credible portrait that connects with travellers who value real experiences over staged perfection.
By turning perceived flaws into strengths, VisitOSLO gives the destination a human touch, achieving exceptional engagement on TikTok and Meta. Its clever use of reverse psychology shows that honesty, paired with a bit of humour, can be one of the most powerful tools in destination marketing today.
Portugal – It’s Not Tourism, It’s Futourism
Turismo de Portugal’s “It’s not tourism. It’s futourism.” campaign offers a visionary view of the future of travel, where every stakeholder—visitors, residents, and destinations alike—shares responsibility for the planet’s well-being. More than a promotional effort, it reflects a national commitment to a tourism model based on sustainability, inclusion, and regeneration.
Rooted in Portugal’s Tourism Strategy 2027, the campaign goes beyond marketing to serve as a manifesto for regenerative travel. Through 12 symbolic New Year’s resolutions, it invites travellers to move with purpose, slow down, respect heritage, and protect local ecosystems.
With poetic imagery and a forward-looking message, Futourism positions Portugal as a pioneer of a new approach to travel, where visiting a destination becomes an act of contribution rather than consumption. In a world seeking meaning and balance, Turismo de Portugal offers not just inspiration but a practical vision for the tourism of tomorrow.
Singapore – Think You Know Singapore?
With “Think You Know Singapore?”, the Singapore Tourism Board redefines destination storytelling through a lively mix of humour, surprise, and cinematic craft. Part of the SingapoReimagine initiative, the film celebrates both Singapore’s landmarks and its hidden corners through the eyes of its people—chefs, artists, athletes, and innovators who embody its creative spirit.
Directed by Roslee Yusof, the campaign combines striking visuals with a self-aware tone that gently breaks clichés of “just skyscrapers” or “just one island.” It invites global audiences to discover Singapore as a mosaic of 64 islands, cultures, and perspectives. By highlighting real Singaporeans, it gives the brand a human voice and puts inclusivity at the heart of its message.
More than a promotional piece, it marks a strategic shift from familiarity to rediscovery. At a time when destinations need to inspire through authenticity and originality, Singapore turns perception into discovery and tourism into a living story of reinvention.
Switzerland – Bees and Friends
Switzerland Tourism’s “Bees & Friends” campaign offers a playful yet meaningful perspective on hospitality. Instead of focusing on human guests, it highlights bees, butterflies, and hedgehogs—the smallest but perhaps most vital travellers. Behind this light-hearted idea lies a clear message: biodiversity deserves the same care and attention as any five-star visitor.
Through miniature replicas of iconic Swiss hotels, created via a national architecture competition, the campaign brings together humour, design, and environmental awareness in a unified story about inclusion and sustainability. Supported by BienenSchweiz and narrated by actor James Faulkner, it turns a creative concept into a tangible environmental initiative.
By extending the idea of welcome to all living beings, Bees & Friends redefines the scope of destination marketing, blending emotion, education, and purpose with the precision and charm that define Switzerland.
Subscribe to join us on November 25th at the InterContinental Paris le Grand
