Increased eagerness to visit UK

New research from VisitBritain highlights British expats’ top motivations for travel to the UK. It further provides valuable insights to harness the pent-up demand from British expats to visit the UK and to boost visitor spending. The study suggested that 60% of UAE travellers planned to visit friends and relatives on their next international trip, the highest among all 20 markets surveyed.

Those surveyed were eager to make this happen as soon as possible with most expats planning to travel internationally once fully vaccinated. The findings echo VisitBritain’s latest wave of inbound sentiment research, which showed that 60 per cent of the UAE travellers planned to visit friends and relatives on their next international trip, the highest among all 20 markets surveyed. In addition to spending quality time with family and friends, the research found that expatriate travellers are drawn to the U.K.’s culture and seek for cultural experiences,
as well as relaxation and escape. The U.K. was also hailed for its varied seasons, lush landscapes, and
serene coastlines.

Tricia Warwick, Director-Asia Pacific, Middle East, Africa, VisitBritain, said, “This timely research on what motivates UAE expats to travel to Britain will support VisitBritain and our travel trade partners with valuable insights to harness the pent-up demand to drive bookings, extend the length and breadth of visits, and boost spending. Britain provides a stunning backdrop to cater for, and create stand-out trips and memories with friends and family. We can tap into these motivators for expat travel and boost tourism to Britain by promoting our world-renowned cultural offer, our wellbeing and relaxation experiences, and our beautiful and varied landscapes from coast to countryside.”

U.K. expats living in the UAE already stay longer and spend more than an average visitor, spending £1,250 per visit on average, twice as much as the global average of £696 in 2019, and staying 11 nights compared to seven. The research showed that extending trip length for just 1 per cent of the expat population to an extra four nights would equate to an additional £1 million in spend coming into the U.K.

VisitBritain has also welcomed the recent U.K. government’s announcement to accept vaccination certificates issued by the UAE health authorities. Being able to welcome more international visitors back by safely reducing barriers to travel, boosting confidence in visiting Britain, is crucial to driving back demand and visitor spending.Major events, such as the Dubai Expo, and upcoming festivities in the United Kingdom, such as The Queen’s Platinum Jubilee and Festival UK 2022, present timely and valuable opportunities to promote Britain as a visiting destination around the world.