VisitBritain is channelling its marketing budget into promoting the tourism products England’s North has to offer the Middle East market.
Last month, the UK government’s tourism organisation led a small group of suppliers representing tourism products in this region on a road show, visiting agents in Dubai, Abu Dhabi and Sharjah.
The group – which included representatives from England’s North Country, Visit Blackpool and Radisson Edwardian hotels – emphasised that shops, golf, lakes, theme parks and top-end apartments were just some of the attractions on offer.
“We get a lot of families from the Middle East – about 25,000 visit England’s North Country each year – and more than 5000 visit Blackpool,” explained Jane Seddon, director of tourism, Visit Blackpool.
“It’s a family destination – somewhere different for rest and relaxation after going somewhere hectic like London.”
Seddon said everyone knew Blackpool for its famous Pleasure Beach, which offers attractions galore for kids, but that adults were also well catered to with “great shops” and golf courses.
In addition, attached to the Pleasure Beach is a five-star apartment complex called Big Blue, where rooms are kitted out with kids in mind – the bunkbeds have PlayStation consoles built into them!
Peter Dodd, marketing director for England’s North Country said the region offered the Lake District with golf courses, lakes and boutique properties. He said he was working closely with local wholesalers to create tailormade top-end tours of this part of the UK.
His partners include City Hotel Rooms (CHR), another roadshow participant, which can provide luxury vehicles and accommodation, an Arabic-speaking tour guide, and a flexible timetable to suit the individual requirements of guests.
The delegation emphasised that direct flights from the Middle East to Manchester – “the gateway to the North of England” – operated by Emirates Airlines, Etihad Airways and Qatar Airways had opened up more package opportunities to the North.
Manchester is also home to the five-star Radissson Edwardian Manchester, which is centrally located and within walking distance of the city’s major shopping area, featuring top-end retailers such as Harvey Nichols.
Dodd emphasised that once Emirates Airlines started operating its service to Newcastle in North East England later this year, it would encourage Middle East travellers to explore more of Northern England and Scotland.
“Everyone knows London and it’s been done to death; travellers want something different,” added Carol Maddison, regional marketing manager, VisitBritain.
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