Carrying the torch: Britain unveils £10m global tourism campaign at Expo 2020 Dubai – The National

Carrying the torch: Britain unveils £10m global tourism campaign at Expo 2020 Dubai – The National

Britain unveiled a £10 million global tourism campaign at Expo 2020 Dubai on Wednesday as it looks to strengthen close trade ties with the UAE.

The global initiative to drive inbound tourism to the UK, after the sector was hammered by the fallout from the pandemic, comes as the country gears up for a year of big events including Queen Elizabeth II’s platinum jubilee celebrations and the Commonwealth Games in Birmingham.

The launch event, hosted by Visit Britain, came before UK National Day at Dubai Expo 2020 which is set to be held on Thursday and attended by Britain's Prince William in his first official trip to the Emirates.