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With the imminent coronation of King Charles III and Queen Camilla putting the UK in the global media spotlight as a tourist destination, as the official celebrations approach, VisitBritain is taking the opportunity to promote ‘Destination Britain’ and inspire the Gulf Regional travel inspiration.
VisitBritain’s latest international consumer research shows that the UK’s history and heritage are attractive drivers of inbound tourism, with the opportunity to explore the UK’s history and heritage as one of the favorite activities for potential visitors and visit its iconic Cultural attractions, a statement said.
VisitBritain is using this valuable opportunity to promote the UK as a tourist destination globally and to spread the message that British people are warm and welcoming, a key driver of destination choice worldwide.
As part of its recent GREAT Britain campaign in the GCC – ‘Spilling the Tea on GREAT Britain’ – the campaign taps on the British love of tea to show visitors that ‘whatever tea you drink, we have it, UK The Tourist Office has released ‘His MajesTEA.’ His MajesTEA is highlighted alongside destination images of British history and heritage and its parks and gardens in the run-up to the coronation eve and mid-May.
The limited edition HisMajesTEA, brewed by British tea company Tregothnan, will also be available for tasting at VisitBritain promotions and trade events, including the Arabian Tourist Souk and celebrations aboard Queen Elizabeth 2 during Coronation Weekend.
Carol Madison, interim deputy director of VisitBritain, said: “As the world media turns its attention to historic coronations and official celebrations, some of our most iconic destinations, including Buckingham Palace and Westminster Sturt Cathedral, where landmark events are taking place, we have a fantastic opportunity to showcase our world-renowned attractions, our culture and heritage and once-in-a-lifetime experiences you can only get in the UK.
“The GCC is a very important tourism market for the UK and our renowned history and heritage is a proven tourist attraction. The pomp and pomp of the coronation and official celebrations, which will be watched by a global audience, will also showcase our Our hospitality, creativity and warm welcome to the world are driving the growth of British tourism.”
Spilling the Tea campaigns, including His MajesTEA, are using a mix of advertising channels from short films and social media branded content, from dedicated footage on Snapchat to digital display ads, outdoor digital ads along Riyadh’s promenade and Sheikh Zayed Road and print media. VisitBritain has also been working with the travel industry and media in the GCC, along with partners WeGo and content creator Matador, to grow the event’s reach and drive bookings in the GCC.
Event content is driving online traffic to a dedicated English and Arabic website featuring ideas and events, visitor attractions and experiences around the ‘Sprinkle Tea’ event using #lovegreatbritain. VisitBritain will also use the reach of its global channels to highlight the Coronation celebrations and related experiences and destinations throughout 2023. It has a dedicated coronation content ‘hub’ on its global website, with updates on royal-related itineraries, events and visitor experiences and official celebrations.
As well as the coronation on 6 May, official celebrations take place over the Bank Holiday weekend, including a coronation concert at Windsor Castle on 7 May, which will be broadcast live. The centerpiece is ‘Lighting Up the Country’, with iconic locations across the UK lit up using projections, lasers, drone displays and lighting installations. There will also be a ‘Coronation Luncheon’ over the bank holiday weekend, with street parties bringing neighbors and friends together to celebrate. Monday 8th May is a bank holiday and the public are encouraged to join The Big Help Out, try volunteering and support their local area.
In 2023, there will also be a number of Coronation-inspired events, exhibitions and experiences across the UK. From the massive exhibition Royal Connections Crowns & Coronets at Blenheim Palace in Oxfordshire to ‘Crown to Couture’ at Kensington Palace in London, from the reopening of the Royal Mews, visitors can see the king’s carriages, horses and 260-year-old The iconic Golden State carriage, and the exhibition Style and Society: Dressing Georgians at the Queen’s Gallery at Buckingham Palace.
The GCC is the UK’s ninth largest market for inbound tourists and is second for visitor spending when all six markets are combined. The latest official statistics show that there were 586,000 GCC visits to the UK from January 2022 to September 2022, with these tourists spending £1.5bn during their stay.
Flight bookings from the Middle East to the UK continue to pick up. Looking specifically at May, the latest flight booking data from ForwardKeys shows that compared to the same month in 2019, flights to the UK are currently 95% booked, the statement said. – trade arab news agency
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