UK launches £10m marketing campaign in Dubai to boost inbound tourism

Dubai: As the UK prepares to remove all travel restrictions from February 11, the country’s tourism agency – VisitBritain – has launched a new multi-million pound global campaign to boost inbound tourism .

The £10m (MAD50m) ‘Welcome to Another Side of Britain’ campaign was launched by MP Nadine Dorries, Secretary of State for Digital, Culture, Media and Sport at a VisitBritain event in Dubai. The initiative will shine a spotlight on UK cities, hard hit by the absence of international visitors, along with messages of welcome and reassurance. It also aims to attract visitors for major events this year, including the Queen’s Platinum Jubilee, the Commonwealth Games Birmingham 2022 and ‘Unboxed’, the UK-wide celebration of creativity, for boosting tourism in Britain.

“This campaign will showcase the best of the UK to the world and show that we are open and ready to welcome international visitors back,” Dorries said.

Inbound tourism was worth more than £28 billion to the UK economy in 2019, its third biggest services export and a large part of UK trade. The ‘Welcome to Another Side of Britain’ campaign will include short films and city-focused branded content across social media, digital advertising and print media. “We are delighted to launch our new global marketing campaign in Dubai, in support of the wider program of UK National Day events at Expo Dubai,” said UK Tourism Authority Chairwoman 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 shine the spotlight on Britain’s vibrant and diverse cities.

William L. Hart