Wego and VisitBritain's campaign 'Spilling the tea on GREAT Britain' drives surge in UK bookings
Wego and VisitBritain Partnership Drives 25% Surge in Great Britain Bookings
The collaboration between Wego, the Middle East and North Africa's largest online travel marketplace, and VisitBritain, Britain's national tourism agency, has yielded impressive results, with a 25% increase in bookings to Great Britain.
Running from January to June 2023, the multi-media advertising campaign, "Spilling the Tea on Great Britain," tapped into Britain's affinity for tea culture while inviting travelers to "See Things Differently." The campaign effectively showcased Britain's diverse offerings, including its rich cultural heritage, stunning coastlines, scenic landscapes, and vibrant cities like London, Newcastle, Edinburgh, and Manchester.
Wego's data highlights a substantial uptick in bookings from Saudi Arabia, the UAE, Qatar, and Kuwait to Great Britain, representing a 25% rise from January to June compared to the same period the previous year. Notably, passenger numbers traveling to Great Britain through Wego increased by 27% during the campaign. Moreover, Wego experienced a significant surge in searches, with a remarkable 78% increase in searches from Riyadh to Newcastle and a 63% surge in searches to Manchester.
Roxana Nicolescu, Vice President of Brand Marketing and Social Media at Wego, expressed enthusiasm about the campaign's results, saying, "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."
Jennifer Huntley, Head of Partnerships, APMEA at VisitBritain, also emphasized the partnership's significance, stating, "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."
In an effort to enhance travel accessibility for GCC nationals, the UK Government is poised to launch a new Electronic Travel Authorisation (ETA) scheme, commencing in October, starting with Qatar. With a modest application fee of £10, the ETA will eliminate the need for visas for citizens from GCC nations and Jordan, making travel to Britain more cost-effective and convenient.