As part of a strategic push to diversify its inbound tourism landscape, the UK has officially invited Kuwaiti travelers to explore its lesser-known regions and cultural hotspots through a joint campaign by VisitBritain and the British Embassy in Kuwait. Hosted on June 19th, 2025, at the British Ambassador’s official residence in Kuwait City, the initiative aims to attract a growing number of Kuwaiti tourists eager to go beyond London and uncover the rich tapestry of regional Britain.
This high-profile event was attended by Kuwaiti media, digital influencers, and prominent travel content creators. Set against the backdrop of an elegant afternoon tea, the session focused on unveiling the UK’s diverse attractions—ranging from historic towns and cultural festivals to natural landscapes and film locations.
Promoting Travel Beyond London: A Cultural and Economic Priority
The campaign encourages Kuwaiti travelers to move beyond the well-trodden paths of London and discover Britain’s vibrant regional destinations. These include:
- The Scottish Highlands for breathtaking nature escapes
- York for medieval charm and heritage trails
- Bath, currently celebrating 250 years of Jane Austen
- Liverpool, host of the UK’s Biennial Contemporary Art Festival
- Cardiff and Edinburgh, offering a dynamic mix of arts, culture, and cuisine
This initiative aligns with VisitBritain’s overarching strategy to distribute tourism more evenly across the country while offering visitors more immersive and unique experiences.
“Starring GREAT Britain” and the Rise of Set-Jetting
A centerpiece of the campaign is the “Starring GREAT Britain” initiative—a global marketing effort tapping into the booming trend of set-jetting, where travelers seek out real-world filming locations seen in popular movies and TV shows.
From the misty Scottish castles of Outlander to the iconic locations in Harry Potter, Kuwaiti travelers are now invited to follow in the footsteps of their favorite characters. The campaign showcases:
- Film sites in England, Scotland, and Wales
- Historic settings turned pop culture landmarks
- A cinematic journey that also introduces lesser-known towns and countryside gems
Set-jetting not only sparks tourism to under-visited regions but also caters to younger audiences looking for travel inspiration through entertainment.
Travel Made Easier: ETA Boosts Kuwaiti Tourism to the UK
One of the biggest enablers of the surge in Kuwaiti travel to the UK is the Electronic Travel Authorization (ETA) system, rolled out earlier in 2025. The ETA has significantly simplified the entry process for Kuwaiti nationals by offering a fast, digital pre-screening that eliminates visa complexity.
Key highlights:
- Over 148,854 ETA applications were recorded between February and March 2025 from Kuwait alone
- Kuwait now ranks second in the Gulf after Saudi Arabia in ETA usage
- Direct flights from Kuwait City to London and new services to Manchester have further eased travel logistics
According to VisitBritain, the average Kuwaiti visitor spent £2,641 in the UK in 2024, making this demographic one of the most valuable in terms of per-capita tourism spend.
Strategic Growth from the GCC Region
The British Embassy emphasized the strong bilateral ties between the UK and Kuwait, with tourism serving as a bridge to deeper cultural and economic engagement. In 2024, Kuwaiti travelers made over 162,000 trips to the UK, marking a 6% year-on-year increase. With ongoing promotional efforts and easier access, Kuwait is projected to become one of the top three GCC source markets for UK tourism by 2025.
This growth is part of a broader Gulf trend. The GCC is now the UK’s 10th largest source region for inbound tourism. With increased airline connectivity, digital marketing strategies, and region-specific cultural experiences, the UK continues to strengthen its tourism appeal across the Middle East.
Engaging the Next Generation of Kuwaiti Travelers
VisitBritain’s campaigns are increasingly geared toward digital-native audiences. Platforms like Snapchat, widely popular among young Gulf travelers, are used to share cinematic travel stories, promote local UK events, and highlight authentic regional experiences.
Content is localized for cultural resonance, blending modern British lifestyle with heritage, sports, fashion, and food—encouraging longer and more frequent visits. The campaign further promotes:
- Coastal getaways in Cornwall and Brighton
- Food festivals in Bristol
- Hiking experiences in Snowdonia and the Lake District
- Art and theatre in Stratford-upon-Avon and Newcastle
This evolving narrative positions the UK as not just a historic destination but a dynamic, modern, and diverse place worth exploring repeatedly.
Conclusion: The UK Welcomes Kuwait to Discover Its Best-Kept Secrets
As the UK aims to balance tourism across its vast and varied regions, the partnership between VisitBritain and the British Embassy in Kuwait emerges as a model for destination-specific marketing. By highlighting off-the-beaten-path experiences, streamlining access through ETA, and celebrating shared cultural ties, the UK is successfully drawing a new generation of Kuwaiti tourists.
With direct flights, targeted promotions, and engaging travel themes like set-jetting, Kuwaiti visitors are now better equipped than ever to see Britain beyond London—from castle ruins in Wales to artistic revolutions in Liverpool. As this partnership deepens, Britain stands poised to become a top-tier destination for Kuwait’s discerning and increasingly adventurous travelers.
For more travel news like this, keep reading Global Travel Wire
