VisitBritain promotes UK diverse summer tourism beyond London - Faten Omar,
KUWAIT: In collaboration with the British Embassy in Kuwait, Britain's national tourism agency, VisitBritain, organized a special afternoon tea event on Tuesday aimed at promoting the UK's diverse summer tourism experiences beyond London. During her opening remarks, British Ambassador to Kuwait Belinda Lewis emphasized the importance of strengthening the close ties between the United Kingdom and Kuwait, noting the growing interest among Kuwaiti travelers in exploring the UK's home nations.
Ambassador Lewis added that Kuwaitis made 162,000 visits to the UK in 2024, a 6 percent increase from 2023 — with an average spend of £2,641 per person. The Gulf region ranks as the UK's tenth-largest inbound market, and Kuwait is projected to have the third-highest visitor spend among GCC countries in 2025. The ambassador highlighted the Electronic Travel Authorization (ETA) scheme as a major driver of this growth, explaining that Kuwaitis made 148,854 applications between February 2024 and March 2025 - the second highest in the Gulf after Saudi Arabia.
British Ambassador to Kuwait Belinda Lewis speaks at the event.
Mirna Tamimi, Visit Britain's GCC Communications Manager speaks about the campaign.
She also emphasized the Embassy's support for initiatives that showcase the UK's rich and diverse experiences, saying, 'We are delighted to welcome VisitBritain and media partners to the British Embassy today. As the long-standing bonds between the UK and Kuwait continue to strengthen, I am glad to see ever more Kuwaiti travelers choosing to visit the UK.' The event introduced VisitBritain's latest global campaign, Starring GREAT Britain, which taps into the rising trend of 'set-jetting' - visiting locations featured in popular films and TV series.
The campaign invites travelers to discover iconic filming sites across England, Scotland and Wales. For her part, Mirna Tamimi, VisitBritain's GCC Communications Manager, showcased major events taking place this summer, including world-class sporting moments such as the British Grand Prix at Silverstone and the Wimbledon tennis tournament; Bath's festivities marking 250 years since the birth of renowned author Jane Austen; and the Liverpool Biennial, the UK's largest contemporary art festival.
She also emphasized the ease of travel both to and within the UK, with 18 direct flights per week from Kuwait City to London and Manchester, and over 2,500 train stations connecting Britain's towns and cities. In his turn, Gary Robson, VisitBritain Director for Europe, Middle East & India, emphasized the importance of the Kuwaiti market, stating, 'Our collaboration with the British Embassy Kuwait helps us deepen ties in this key GCC region.
We are working closely with local influencers and travel trade partners to inspire travel beyond London.' He added, 'Our culturally relevant campaigns, delivered in English and Arabic, are tailored to resonate locally through popular platforms such as Snapchat, which plays a key role in our engagement strategy across Kuwait and Saudi Arabia.'
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