VisitBritain announces new partnership deal with Emirates for Dhs11.4m

Tourism is an industry that already employs 2.6 million people a year - supporting one in twelve jobs in the UK. In the past two years a third of all new jobs created were in tourism. And tourism offers jobs across all skills levels and age ranges, particularly offering opportunities for young people - 40% of those employed in tourism are under 40.

International tourism is already an industry at which Britain competes well. Last year Britain welcomed 31 million international visitors who spent £18.6bn - a record amount. The aim of this partnership strategy is to deliver a further 29% growth in visits by 2020, that increase would deliver an additional £8.7bn in foreign exchange earnings (real terms).

The growth strategy is built around four key objectives:

- building on Britain's improved international image.
- increasing engagement with the travel trade.
- broadening the product range on offer for inbound tourists.
- making it easier to get to Britain.

VisitBritain's GREAT activity for 2013/14 will seek to maintain the awareness and image boost created by London 2012. The campaign will target strongly performing growth markets, Brazil, China, India and the Gulf along with established markets USA, France and Germany.

Over the last two years, VisitBritain's marketing programme has directly contributed £900m to the UK tourism industry, a return on investment of 18 to 1. VisitBritain has so far secured £24m in match-funding from the private sector, doubling the Government investment.

And on the same day of launching Britain's new tourism strategy, VisitBritain announced a £2m (Dhs11.4m), two-year partnership with Emirates to promote Britain overseas. The deal will include a combination of marketing in kind and cash payments. Emirates cover a vast network of routes and destinations across South East Asia, Australia, India and the GCC and offer regional gateways across Britain.

The GCC region now signifies great potential for inbound visits to Britain. By 2016 we forecast that 700,000 visitors will be welcomed representing a 32% increase. As part of the growth strategy the organisation announces its new regional hub in Dubai which will enable it to reach across the GCC including Dubai, Abu Dhabi, Riyadh, Jeddah, Kuwait City and Qatar.

VisitBritain - which is already at the forefront of partnership working - will look at creative ways in which existing resources, platforms and promotional material can be used by other organisations. This is expected to include private sector partners and public diplomacy teams in source markets such as Mexico and South Korea.

Reflecting the responses from the consultation, the Strategy reiterates the importance of business tourism and the power of major events to increase visitor numbers, VisitBritain will build on the work already being carried out in this area - particularly in supporting major event bids, and using its overseas network to provide key insights and trade engagement.

Maria Miller MP, Secretary of State for Culture, Media and Sport, said, "Tourism is central to the Government's economic growth strategy. It's worth £115bn to our economy a year and we need to ensure we retain a competitive edge and can compete with other destinations around the world. With the GREAT campaign we are selling the best of Britain, building on strengths to boost tourism income right across the country."

Chairman of VisitBritain, Christopher Rodrigues, added, "There are few British industries as strong as travel and tourism, and few have such growth potential. The success of our travel industry not only helps the economy, but is key to Britain's image and its trading power around the world. There is no better time for us to capitalise on the increased interest there is in coming here and deliver a Golden Legacy for Britain."

President of Emirates airline, Tim Clark, commented on the partnership, "Emirates' partnership with VisitBritain underlines our commitment to supporting inbound tourism into the country. Emirates injects over £368 million each year into the local economies of the six gateways we operate from and in 2012, we carried almost 1.8 million visitors into the UK, so this partnership is a natural extension of bolstering the convenience of our Dubai hub to seamlessly connect travellers from South East Asia, Australia, India and the Middle East to world-renowned attractions in Britain."