VisitBritain launches campaign to grow inbound tourism from the Gulf

Britain’s national tourism agency, VisitBritain, has today (26 October) launched a major campaign to inspire more visitors from the Gulf to visit the UK.

The #OMGB (Oh My GREAT Britain) ‘Home of Amazing Moments’ marketing campaign rolls out in Kuwait, Qatar, Saudi Arabia and the United Arab Emirates (UAE) with a six-week paid digital and print campaign to showcase the unforgettable experiences and amazing moments that can only be had on a trip to Britain.

VisitBritain Director of Marketing Robin Johnson said:

“Britain is a top destination for visitors from the Gulf countries and has so much to offer, from shopping in our world-class boutiques and department stores to touring the countryside and soaking up the culture and heritage of our cities and towns.

“By showcasing the sheer diversity of incredible experiences we want to inspire more visitors to book a trip right now to come and discover their own amazing moments. It is a great time to come to Britain.”

The campaign creative, which includes images and a video filmed on locations across the UK, will appear on social media and the web, in print magazines and on digital screens in malls.

VisitBritain is also working with partners to launch tactical airfare offers and create tailored destination content to build on the momentum of the ‘Home of Amazing Moments’ campaign and convert aspiration to visit into bookings.  

Last year saw a record 675,000 visits to the UK from Kuwait, Qatar, Saudi Arabia and the UAE collectively, up 20% on 2014, with spending up 10% to £1.5 billion.

Inbound tourism to the UK from Saudi Arabia saw the largest boost in 2015 with visits up 2% to 147,000 and spend up 52% to £556 million, moving Saudi Arabia into the UK’s top 10 most valuable markets for the first time.

Visitors from Kuwait, Qatar, Saudi Arabia and the UAE are some of the highest spending in the UK, spending about £2,200 on average per visit. They all rank among the top 10 markets most likely to visit luxury stores according to VisitBritain research published last year.

The #OMGB ‘Home of Amazing Moments’ marketing campaign is part of the UK Government’s global GREAT Britain campaign, which showcases the very best of what Britain has to offer as a place to visit, study and do business.

At the end of August, UK Prime Minister Theresa May launched a ‘Tourism Action Plan’ to ensure that Britain remains a world-leading destination for visitors from across the globe.

Last year set a record for inbound tourism to Britain on visits and spend with 36.1 million visits, 5% up on 2014, and spending up 1% to £22.1 billion.


Notes to editors:

See the #OMGB ‘Home of Amazing Moments’ campaign videos for the Gulf markets here: