New UK course to help travel trade better understand GCC guests

Travellers from the GCC can expect an even warmer welcome across England thanks to an online training course for tourism businesses.

 

The Unlocking GCC Market Potential course, developed by VisitEngland Academy in partnership with VisitBritain’s team in Dubai, provides a deeper understanding of guests from the key source markets of the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain and Oman.

 

Aimed at any tourism and hospitality business, the course draws on the latest market insights – including travel trends and visitor expectations – to help those businesses become more GCC-ready, providing practical tips, strategies and advice. 

 

The course, divided into four sections, provides an overview of the GCC market, deeper insights into the UAE and Saudi Arabia, understanding the GCC guest and helpful advice on making these guests feel welcome, from cultural considerations to personalised service.

 

The course also identifies challenges, including the fact that GCC travellers tend to book late and a lack of awareness when it comes to regions outside London.

 

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The GCC countries, particularly key markets like the UAE and Saudi Arabia, offer significant growth potential for UK businesses. Visitor spending from the UAE alone is set to surpass £828 million in 2025 and is projected to exceed £1.2 billion by 2030.

 

The UK is a top five outbound market from the GCC, according to data by VisitBritain is forecasting 1.2 million from the GCC in 2025 – drawn by its rich cultural experiences, diverse food and drink offerings, and world-class shopping.

 

Travellers from UAE, Saudi, Qatar and Kuwait spend 2.6 times the global average per trip, with total GCC spending in the UK to reach £3.2 billion) by 2027 and £3.8 billion by 2030.

 

It is therefore essential for UK-based businesses to better understand their customers to make the most of these opportunities.

 

Gary Robson, Director for Middle East, India and Europe at VisitBritain, said: “The GCC is one of the UK’s most valuable inbound visitor markets, with travellers who stay longer, spend more, and return frequently. 

 

“By equipping UK tourism businesses with the right insights and practical tools, this course helps ensure visitors from the region feel even more welcome and inspired to explore beyond London, discovering the full breadth of what England has to offer.”

 

For more information, visit and register at visitenglandacademy.visitbritain.org