Wego, the largest online travel marketplace in the Middle East and North Africa (MENA), and VisitBritain, the British national tourism agency, have partnered to increase bookings to the United Kingdom by 25 percent.

The multi-media advertising partnership campaign “Spilling the Tea on Great Britain,” which ran from January to June 2023, used a play on the nation’s passion of tea to encourage visitors to “See Things Differently.” The campaign promoted Britain’s rich cultural heritage, magnificent coastlines and landscapes, as well as its dynamic cities and destinations including London, Newcastle, Edinburgh and Manchester.

During the campaign, Wego saw a 25% increase in bookings from Saudi Arabia, the United Arab Emirates, Qatar, and Kuwait to the United Kingdom, compared to the same period last year. Additionally, the number of Wego passengers travelling to the United Kingdom has increased by 27% during the same period. Wego inquiries from Riyadh to Newcastle and Manchester also increased by 78% and 63%, respectively.

Roxana Nicolescu, vice president of brand marketing and social media at Wego, stated, “We are absolutely delighted with the campaign growth figures that our partnership with VisitBritain has achieved. This collaboration signifies our joint commitment to showcasing the unparalleled beauty and experiences that Britain has to offer. The impressive growth in engagement and bookings affirms the impact of our collective efforts in igniting wanderlust and facilitating seamless travel experiences.”

Jennifer Huntley, VisitBritain’s Head of Partnerships, APMEA, stated, “Our partnership with Wego has been instrumental in promoting Britain’s diverse travel experiences across the nations and regions to a global audience. The impressive growth figures from our partnership are also testament to the allure of Britain as a destination and the power of collaboration in driving tourism growth.”