VisitBritain launches GBP10m global tourism campaign
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VisitBritain launches GBP10m global tourism campaign in Dubai

VisitBritain launches GBP10m global tourism campaign in Dubai

The campaign aims to drive inbound tourism, as Britain gears up for a year of landmark events

Neesha Salian

VisitBritain’s ‘Welcome to Another Side of Britain’ campaign was launched in Dubai, on Wednesday, February 9.

The launch 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 a wider programme for UK National Day, on February 10, at Expo 2020 Dubai.

The GBP10m campaign is showcasing Britain’s cities, which have been hit hard by the pandemic and absence of international visitors, and encouraging travellers to explore them. It highlights major events taking place this year that are set to be global tourism draws, including HM The Queen’s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and ‘Unboxed,’ a cultural festival.

British Tourist Authority chair Dame Judith Macgregor said: “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. 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 most recent forecasts from Oxford Economics/VisitBritain predict that visits from the GCC will more than double in 2022 compared to 2021, reaching 550,000 in total. Visits in 2023 are forecasted to be a further 50 per cent higher, reaching 828,000.

VisitBritain director for APMEA Tricia Warwick added: “With the host of once-in-a-lifetime events and experiences on offer, this is the year for visitors to put Britain at the top of the list as their must-go-now destination and working with our trade partners in market is crucial to converting the huge demand and inspiration to visit Britain into bookings.”

Inbound tourism will further benefit from the easing of travel restrictions to the UK. Starting today, fully vaccinated travellers are exempt from taking any type of Covid test before or after arriving in the UK. Travellers don’t need to quarantine as well. However, vaccinated travellers will have to fill a passenger locator form before they travel.

Those visiting the UK will need to show a record of full vaccination with an approved vaccine, with the final dose taken no later than 14 days before they land in the UK.

Unvaccinated travellers have to take tests both before and after arriving, but don’t need to self-isolate until they get a negative result.

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