Saturday, February 12, 2022
From today, the UK is pulling out all restrictions related to travel, the country’s tourism agency – VisitBritain – has introduced a new multi-million-pound global campaign. It’s expected to drive inbound tourism.
Nadine Dorries MP, Secretary of State for Digital, Culture, Media and Sport, launched the 10 million pound (Dh50 million) campaign named – ‘Welcome to Another Side of Britain’ at a VisitBritain event in Dubai. The effort will put the spotlight on the cities of Britain which are hit hard by the absence of international visitors, as well as on messages of welcome and reassurance. Also, for major events this year, it’s aiming to capture visitors, including The Queen’s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and ‘Unboxed,’ the UK-wide celebration of creativity, to drive tourism to Britain.
“This campaign will highlight the best of the UK to the world and show that we are open and ready to welcome back international visitors,” said Dorries.
In 2019, inbound tourism worth more than 28 billion pounds to the UK economy. It’s the third largest service export and a major part of British trade. The ‘Welcome to Another Side of Britain’ campaign will engage short-films and branded city-focused content across social media channels, digital display advertising and print media. “We are delighted to launch our new global marketing campaign in Dubai, in support of the wider programme of events for UK National Day at Expo Dubai,” said British Tourist Authority Chair Dame Judith Macgregor. “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.”
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