Curating experiences beyond London

With a sharp focus on the Gulf Cooperation Council (GCC) and Middle East markets, VisitBritain aims to promote the UK’s cultural richness, regional beauty, and unique experiences. The recently held Destination Britain Middle East and Asia (DBMEA) event in Bengaluru, India, proved to be a landmark occasion for fostering deeper connections between international buyers and Britain’s diverse offerings

Nisha Verma

VisitBritain’s strategies for the Gulf Cooperation Council (GCC) and Middle East markets reflect a nuanced understanding of traveller preferences and a commitment to showcasing Britain’s multifaceted charm. Through campaigns like Starring Great Britain and robust trade engagement, the UK is poised to captivate visitors with experiences that are as diverse as its landscapes. Patricia Yates, Chief Executive Officer, VisitBritain, and Tatiana Khoreshok, Country Manager-GCC, VisitBritain, shared their insights on how the UK is catering to these pivotal markets.

Promoting Regional Britain

Yates said, “We have brought international buyers from the Gulf and India to meet suppliers from across the nations—from Newcastle and the North East, Manchester and Cumbria, down to Bath and Bristol, Wales, and Northern Ireland. We are encouraging suppliers to build on itineraries to get more of regional Britain sold in these growth markets. The goal is clear: longer stays and greater spend.”

This push to expand beyond London, highlights Britain’s hidden gems, from the serene Lake District to the cultural hubs of Manchester and Glasgow.

A campaign to remember

VisitBritain’s upcoming Starring Great Britain campaign, set to launch in January, underscores the UK’s cinematic allure. “We are telling the story of major films and TV shows shot in Britain, inviting visitors to step into the landscapes they have seen on screen. Whether it’s Bridgerton or Peaky Blinders, this campaign showcases Britain’s rich tapestry of history and modern culture,” shared Yates.

Elevating experiences

Khoreshok emphasised the evolving preferences of GCC travellers. “We have seen a 25 per cent increase in visitors from GCC markets in the first half of 2024. The introduction of the Electronic Travel Authorisation (ETA) has made travel seamless, offering multi-visit access within 24 hours for just £10,” she said.

GCC visitors, known for their loyalty and high spending, are increasingly exploring destinations beyond London. “Destinations like Scotland’s Edinburgh and Glasgow, the Lake District, and Newcastle are gaining popularity. Football and music are key draws, especially in Manchester,” Khoreshok shared.

Empowering travel trade

Yates claimed that engaging with the travel trade is a focal point of their strategy. “Our team works closely with trade partners, organising buyer visits to lesser-known regions,” she said. Khoreshok added, “DBMEA is a platform for educating tour operators and travel agents about Britain’s diverse offerings, inspiring them to create new packages and itineraries.” This collaborative approach ensures that travel agents are equipped to promote Britain’s regional attractions effectively.

Role of visa

Visa facilitation has played a significant role in boosting travel. “In the Middle East, the ETA is a game-changer, while in India, UKVI’s efficient processing ensures confidence in delivering visas within the 15-day window. This reliability is critical for attracting both leisure and business travellers,” Yates explained.

Way forward

With a projected tourism spend of £32.5 billion this year, VisitBritain is optimistic about sustaining growth. “In 2025, our focus will be on regional Britain, encouraging visitors to explore more than just London. We are telling a compelling story—from history and heritage to modern experiences—to stay ahead in this competitive landscape,” Yates concluded.

Expressing similar sentiments, Khoreshok said, “We are keen to show visitors the Britain they have never seen before. The GCC market’s potential is immense, and we are committed to unlocking it.”