VisitBritain launches promotional event to grow inbound tourism from Malaysia

Britain’s national tourism agency, VisitBritain, has this week launched a promotional event to inspire more visitors from Malaysia to book a trip to come and explore Britain’s nations and regions.

The two-week ‘Discover Great Britain #HomeofAmazingMoments’ promotion includes an interactive display area in Kuala Lumpur’s six-storey Avenue K shopping mall and showcases the amazing moments that can only be had on a trip to Britain.

The promotion gives mallgoers the chance to don traditional costumes, take selfies in front of iconic British backdrops, learn how to make scones, see live bagpipe performances and take part in challenges, giveaways and competitions. There will also be destination information and the opportunity to book exclusive holiday packages to Britain.

VisitBritain Asia Project Manager Carol Maddison said:

“By showcasing the sheer diversity of incredible experiences on offer, from touring our stunning countryside and coast to soaking up the culture of our vibrant cities and towns, we want to convert aspiration to visit into bookings. It’s a great value time to come to Britain and experience your own amazing moments.”

Featuring a number of Britain’s university cities, the display aims to inspire Malaysian visitors to explore more of regional Britain. Visitors to the display are encouraged to take photos of their experiences and share them using the hashtag #HomeofAmazingMoments.

‘Discover Great Britain #HomeofAmazingMoments’ sits within a wider Education is GREAT campaign run in partnership with the British High Commission Kuala Lumpur, Department for International Trade, Chevening, British Council and British Malaysia Chamber of Commerce and 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, invest and do business..

There was a record 176,000 inbound visits to the UK from Malaysia in 2015, up 12% on the previous year, with Malaysian visitors spending £205 million, up 31% on 2014.

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.