Monday 29 April 2013

VisitBritain’s efforts to attract a greater number of visitors from GCC market appears to be paying dividends. A record 530,000 visitors from the GCC came to Britain in 2012 (up 6% on 2011), who in turn spent AED 6.5 billion (a rise of 33%). This means visitors from the GCC spend an average of AED 12,550 per visit, nearly four times the amount spent on average by all visitors.

Latest detailed market by market figures(1) show record spend figures for visitors from the UAE reaching AED 2.6 billion (£467 million) compared to AED 1.4 billion in 2011, up by 84%, the highest rate achieved by any market. The figures also revealed an impressive increase in visits from emerging tourism powerhouse China, and a French inbound market that is stronger than ever.

In the year London hosted its third Olympics, Britain achieved solid overall results with a record total spend of £ 18.6 billion (AED 104 billion), a 4% rise from 2011, and a welcome 1% rise in visits.

Looking at the market specific breakdown, there was no substantial changes to the top ten countries(2) from 2011, with close European neighbours France continuing to dominate the visit tables. 3.8 million French crossed the Channel last year, with a substantial 30% rise in spending to £1.5 billion (AED 8.4 billion).

Germany, the USA, Republic of Ireland and the Netherlands complete the top five. The Netherlands - along with Poland and Belgium - moved up the Top Ten rankings in 2012, while Canadians, Danish, Portuguese and the Swiss also had a year of record spending.(3)

Sumathi Ramanathan, VisitBritain’s Regional Manager, Asia Pacific and Middle East stated: “The GCC is a very important source market for Britain and we are extremely delighted that the same year we announced Dubai the new regional hub for our Asia Pacific and Middle East operations, proved to be a record year for both the UAE and the GCC, showing exceptional growth in visitor numbers and spend.”

“Our mission is to keep this momentum going and continue to grow visitor numbers from this Region to meet our ambition of delivering a 30% increase in visits by 2020.”

Sandie Dawe, Chief Executive of VisitBritain commented: “2012 was a good year for inbound tourism with some key markets achieving record results. These figures prove that our ability to match Government investment with funds from private sector partners is a winning formula. Our campaigns are working and tourism has once again shown its ability to deliver growth, revenue and jobs across Britain.

“Our task now is to ensure we build on the image boost of the 2012 Games to attract an even greater number of visitors this year and beyond. By 2020, the UK could welcome 40 million overseas visitors a year, contributing £31.5 billion (AED 176.27 billion) annually to the economy.”

Minister for Tourism, Hugh Robertson said: “The tourism industry plays a key part in selling a modern, welcoming and dynamic Britain abroad that helps contribute to economic growth and drive investment. These latest figures are encouraging as they show welcome increase of inbound tourism from key markets such France and positive signs from emerging markets like China and the UAE. We had a huge boost last year with the Jubilee and hosting the Olympic and Paralympic Games and the Government remains committed to making sure we capitalise on it.”

Meanwhile, new figures from the national tourism agency are set to show that in the past two years its marketing activities have contributed £900 million (AED 5 billion) to the UK tourism industry in additional earnings from international visitors, a return on investment of 18 to 1.

VisitBritain will shortly release its long-term growth strategy for Britain which aims to attract 40 million international visitors a year by 2020.

For more information contact:

VisitBritain Media Team

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Tower Bridge Olympic Rings. Credit and copyright 1080 Media