Britain targets GCC – an important market

Britain has always been a second home for GCC travellers. Patricia Yates, Director of Strategy and Communications, Visit Britain shares her views with TRAVTALK.

Shehara Rizly

We want to tell people about the destination and encourage the buzz that people still want to come Britain, while being careful with that message for the future. So we are doing that through a lot of social media, fun and competitions. We are working on the basis that people want a lot of fun in their lives.

We are working very closely with the travel trade because we want the travel trade to be ready to sell when the borders open. GCC market is really important to Britain, there is tremendous loyalty there as many people come back and holiday in Britain year on year, however that pattern has been broken over the past year, so we need to re-establish that and re-establish Britain for all the things that people like doing, for instance, activities like shopping, going to great hotels & the theatre and enjoying great night life have been subdued, and we are definitely looking at GCC coming over and visiting us once again.”