VisitBritain partners with Emirates
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VisitBritain recently announced an AED11.4 million two-year partnership with Emirates to promote Britain overseas.
The deal will include a combination of marketing in kind and cash payments. The GCC region signifies great potential for inbound visits to Britain. By 2016, the forecast is that 700,000 visitors will be welcomed representing a 32% increase. As part of the growth strategy the organisation announces its new regional hub in Dubai which will enable it to reach across the GCC including Dubai, Abu Dhabi, Riyadh, Jeddah, Kuwait City and Qatar.
Maria Miller MP, secretary of State for Culture, Media and Sport, said; “Tourism is central to the Government’s economic growth strategy. It’s worth £115bn to our economy a year and we need to ensure we retain a competitive edge and can compete with other destinations around the world.”
VisitBritain is working on a partnership looking at creative ways to include private sector partners and public diplomacy teams in source markets such as Mexico and South Korea. The Strategy reiterates the importance of business tourism and power of major events to increase visitor numbers.
Elaborating further Tim Clark, president of Emirates Airline said: “In 2012, we carried almost 1.8 million visitors into the UK, so this partnership is a natural extension of bolstering convenience of our Dubai hub to travellers from South East Asia, Australia, India and the Middle East to world-renowned attractions in Britain.”