VisitBritain Unveils New Summer Campaign to Boost UK Tourism
KUWAIT CITY, 17 June: VisitBritain, Britain's national tourism agency, and the British Embassy Kuwait, jointly hosted an afternoon tea showcasing the UK's vibrant summer experiences and promoting travel beyond London. The event was hosted by Her Excellency Belinda Lewis, British Ambassador to Kuwait, at her official Residence and attended by members of the local media, travel influencers, and content creators.
Presenters showcased the breadth of Britain's tourism offering, with a focus on destinations and experiences outside of London. They also highlighted 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.
Her Excellency Belinda Lewis, British Ambassador to Kuwait, said:
"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 travellers choosing to visit the UK. The British Embassy is proud to support initiatives that encourage people to experience the rich diversity of that the UK's home nations have to offer."
Alongside the various summer experiences on offer, the event also outlined VisitBritain's new global campaign, ' Starring GREAT Britain'. Launched earlier this year, the campaign taps into the growing trend of 'set-jetting', whereby travellers visit destinations featured in popular films and television shows - encouraging visitors to explore iconic filming locations across England, Scotland, and Wales.
Gary Robson, VisitBritain Director for Europe, Middle East & India, said:
'Our collaboration with the British Embassy Kuwait is an invaluable opportunity to strengthen relationships in one of our key GCC markets. We're working closely with local media, influencers, and the travel trade to showcase the very best of Britain and encourage visitors to explore beyond London. 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.
In 2024, Kuwaiti nationals made 162,000 trips to the UK, representing a 6% increase from 2023, with an average spend of £2,641 per visitor. The Gulf region is the UK's tenth-largest source market globally, with 1.04 million visits, and Kuwait is forecast to have the third-highest visitor spend among GCC countries this year.
A major driver of this growth is the UK's Electronic Travel Authorisation (ETA) scheme, which has made visiting easier than ever. Kuwaiti nationals made 148,854 applications between February 2024 and March 2025, the second highest in the Gulf after Saudi Arabia. Kuwait and the UK also boast a number of regular direct flight connections, with 16 direct weekly flights from Kuwait City to London, along with additional services to Manchester.
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