The UK is ready to welcome 1.3 million visitors from the Gulf Cooperation Council (GCC) in 2024, according to VisitBritain. This projection reflects the growing importance of GCC travelers to the UK’s tourism economy and recovery.
Known for their high spending habits and love for luxury, GCC tourists remain a focus of VisitBritain’s global marketing efforts. VisitBritain is the United Kingdom’s national tourism agency.
Strengthening GCC markets
Visitors from the GCC make a significant contribution to the UK’s tourism industry. Interestingly, they not only visit iconic destinations like London and Manchester, but also indulge in shopping and fine dining.
Previously, in 2019, before the pandemic, GCC tourists spent over £2 billion in the UK. This trend underscores their vital role in bolstering the UK’s hospitality, retail, and entertainment sectors.
From January to June 2024, the UK has already received 512,000 tourists from GCC nations. This marked a 25 percent increase versus the same period in 2023. Moreover, for the first six months of 2024, GCC tourists spent USD 1 billion, up 6 percent from 2023.
To drive this growth, VisitBritain hosted 20 buyers from GCC nations for its “Destination Britain Middle East and Asia.” The event ran from November 20 to 22, 2024 in Bengaluru, India. UK tourism suppliers met with over 70 leading buyers from China, GCC, Japan, India, and South Korea.
Their marketing strategies emphasize Britain’s cultural heritage, luxury experiences, and family-friendly attractions. Additionally, VisitBritain collaborates with airlines, travel agencies, and influencers to showcase Britain as a must-visit destination.
Tourism recovery efforts of the UK
The projected influx of GCC visitors comes as the global tourism industry continues its recovery. The UK has implemented initiatives to streamline travel, including improved visa processes and enhanced visitor experiences.
These efforts aim to position Britain as a top choice for international travelers, especially from high-value markets like the GCC. Furthermore, the UK’s tourism sector recovery also supports local businesses and creates jobs, amplifying the significance of these initiatives.
VisitBritain’s Deputy Director of Middle East and Asia, Carol Maddison, emphasized how the ETA enables easier travel to the UK. Currently, travelers from visa-exempt countries, including GCC nations, are eligibile for an ETA.
“With the growing airline connectivity through regional gateways alongside the Electronic Travel Authorisation (ETA) scheme, travel to the UK is now easier and more accessible for GCC nationals,” she remarked.
“Working with our trade partners including at our Destination Britain Middle East and Asia trade event, we’re harnessing the strong growth we’re seeing, showcasing Britain’s latest tourism products and experiences to drive bookings.”
UK filming locations to draw visitors
In 2024, special events and cultural showcases, including Ramadan-friendly programs and halal-certified travel services, are set to appeal to GCC travelers. By offering tailored experiences, the UK ensures a welcoming environment for visitors from the region.
Following VisitBritain’s Destination Britain event, the agency will also launch its “Starring GREAT Britain” campaign in early 2025. Specifically, the campaign will leverage the appeal of TV and movie filming locations in the UK to draw more visitors. According to research, 9 out of 10 across 20 markets were interested in visiting such locations in the United Kingdom.
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