Wego, the MENA region’s leading online travel marketplace, and VisitBritain, the UK’s national tourism agency, have joined forces in a fruitful partnership. This collaboration has yielded impressive results, with a remarkable 25% increase in bookings to Great Britain.
Wego, VisitBritain Partnership
The campaign that sparked this surge in interest, “Spilling the Tea on Great Britain,” unfolded between January and June of 2023.
Using a twist on Britain’s fondness for tea, the campaign invited travellers to “See Things Differently.”
It showcased Britain’s vast cultural heritage, awe-inspiring coastlines, scenic landscapes, and vibrant cities, including London, Newcastle, Edinburgh, and Manchester.
Wego’s data reveals a substantial upswing in bookings from key Middle Eastern markets, including Saudi Arabia, the UAE, Qatar, and Kuwait, during the campaign period.
Bookings shot up by an impressive 25% from January to June, compared to the same period the previous year. Moreover, passenger numbers travelling to Great Britain through Wego saw a notable 27% increase during this timeframe.
Notably, there was a remarkable 78% spike in Wego’s searches from Riyadh to Newcastle, along with a substantial 63% surge in searches to Manchester. This partnership between Wego and VisitBritain has clearly resonated with travellers, fueling a growing interest in exploring the diverse and captivating offerings of Great Britain.
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Wego VP of Brand Marketing and Social Media, Roxana Nicolescu said: “We are absolutely delighted with the campaign growth figures that our partnership with VisitBritain has achieved. This collaboration signifies our joint commitment to showcasing the unparalleled beauty and experiences that Britain has to offer. The impressive growth in engagement and bookings affirms the impact of our collective efforts in igniting wanderlust and facilitating seamless travel experiences.”
VisitBritain Head of Partnerships, APMEA, Jennifer Huntley said: “Our partnership with Wego has been instrumental in promoting Britain’s diverse travel experiences across the nations and regions to a global audience. The impressive growth figures from our partnership are also testament to the allure of Britain as a destination and the power of collaboration in driving tourism growth.”
Britain’s ETA scheme for GCC Travellers
In an initiative to facilitate travelling for GCC nationals, the UK Government is set to launch a new Electronic Travel Authorisation (ETA) scheme commencing in October, starting with Qatar. With an application fee of £10, the ETA will also eliminate the necessity for visas among citizens from GCC nations and Jordan making journeys to Britain more cost-effective and convenient.
tanvir@dubainewsweek.com
