VisitBritain, the national tourism board for Britain, has partnered with Dubai-based online travel platform Tajawal on a joint marketing campaign targeting customers in the UAE, Saudi Arabia and Kuwait market.

The marketing campaign will feature a video series and is part of VisitBritain’s global campaign, “I Travel For…” which launched earlier this month, showcasing the unexpected experiences and iconic landmarks that can only be found in Britain.

The campaign will run until the end of March 2018 and will drive hotel and flight bookings on the Tajawal app, website and social channels.

VisitBritain Asia-Pacific, Middle East and Africa Interim director, Tricia Warwick, said: “Our campaign inspires people to book a trip to Britain and experience all it has to offer, from taking a ‘Rocket’ boat down the Thames in London or having a tour of Etihad Stadium, home of Manchester City Football Club, to learning the ancient art of falconry in Edinburgh.

“We are pleased to be working with Tajawal to amplify our global marketing reach and to showcase how accessible Britain is for visitors from the GCC.”

Muhammad Chbib, head of Al Tayyar Group's Online Business Unit and the founder and CEO of Tajawal, said: “Partnering with VisitBritain gives us the opportunity to present our audience with insider information and tailor-made content about a highly important destination for our customer base. The Middle Eastern traveller may have already considered London, Manchester or Edinburgh for their next trip, but we are now giving them the opportunity to explore the best these cities have to offer. From hidden gems to alternative shopping sites, adventurous activities and dining spots for halal-friendly cuisine, we have worked hard to create the ultimate Middle Eastern friendly destination guide in collaboration with VisitBritain. We look forward to a long-lasting partnership that will benefit the Tajawal traveller and VisitBritain equally."

The UAE, Saudi Arabia and Kuwait are valuable inbound markets for Britain. Last year between January and September, there were a record 655,000 visits from the combined GCC markets to the UK, up 7 per cent on the first nine months of 2016. Visitors from the GCC spent a record of £1.8 billion ($2.4 billion) in the UK during this period, an increase of 65 per cent compared to the same period the previous year. - TradeArabia News Service