VisitBritain launches campaign to attract Middle East tourists

VisitBritain launches campaign to attract Middle East tourists

The campaign comes as the UK removes all PCR testing requirements for vaccinated arrivals

As Britain gears up for a year of landmark events, national tourism agency VisitBritain has launched a new global campaign to drive inbound tourism.

The £10 million international GREAT Britain marketing campaign, entitled ‘Welcome to Another Side of Britain’, was officially launched by the Rt Hon Nadine Dorries MP, Secretary of State for Digital, Culture, Media and Sport (DCMS) at a VisitBritain reception held in Dubai, UAE.

The campaign delivers messages of welcome and reassurance, and highlights major events taking place across the country in 2022, including The Queen’s Platinum Jubilee and the Birmingham 2022 Commonwealth Games.

Inbound tourism was worth more than £28 billion (US$38 million) to the UK economy in 2019

The event, hosted by Dame Judith Macgregor, chair of the British Tourist Authority, and Tricia Warwick, VisitBritain Director for Asia Pacific, Middle East and Africa (APMEA), was in support of the wider programme for UK National Day at Expo Dubai.

Also in attendance was the British Ambassador to the UAE, Patrick Moody; the Leader of Birmingham City Council Councillor Ian Ward, and top tourism industry and travel trade executives from the GCC, India, the West Midlands, UK, and international media.

British Tourist Authority Chair Dame Judith Macgregor said: “We are delighted to launch our new global marketing campaign, in support of the wider programme of events for UK National Day at Expo Dubai.


“The GCC is a very important inbound tourism market for the UK and we know there is pent-up demand for travel. As well as offering messages of welcome and reassurance, we are shining the spotlight on Britain’s vibrant and diverse cities. By telling the stories of our renowned heritage with a modern twist, profiling our buzzing contemporary culture and innovative food and drink scene, we are showing that Britain is full of fresh and exciting experiences to come and enjoy right now.”

The ‘Welcome to Another Side of Britain’ campaign launches across international markets with short-films and branded city-focused content across social media channels, digital display advertising and print media.

Activity will also take place across all VisitBritain’s international markets, including the GCC, using the extensive reach of its global and in-country digital channels, both business and consumer, and working with the travel trade in market to drive bookings.

Prince William is a committed conservationist

Making his return to the international stage for the first time in almost two years, Prince William was also present to celebrate Britain and mark UK National Day at Expo Dubai 2020 on 10 February. On what was the Duke of Cambridge’s first official visit to the UAE, he took the opportunity to promote the Earthshot Prize, dubbed as the ‘Eco Oscars’, which will award five finalists for developing solutions to fight the climate crisis between now and 2030.

“If we do nothing, by 2030 we’ll be speeding towards increasingly devastating planetary and humanitarian crises as a result of our changing climate,” said Prince William. “If we act now, we’ll be on a path towards a repaired and regenerated planet that will flourish for generations to come.

“The Earthshot mission is more than just a prize, it’s a global team effort to spark urgent optimism and game-changing innovation to transform our future.”

The spotlight on the UK comes just as the goverment changes the Covid-10 travel stipulations again.

From 4am today (11 February) all PCR testing requirements have beeb removed for fully vaccinated arrivals. Those not vaccinated only need to take a pre-departure test and a PCR test on or before day 2 after they arrive in the UK.

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