Britain’s national tourism agency VisitBritain has partnered with Marketing Manchester and the internationally renowned British chef, Gary Rhodes, to boost tourism to Manchester, the international gateway to the North.

The newly launched marketing campaign targets British expatriates, living abroad, to encourage them to see more and “unlock the secrets of home”, while holidaying in Britain.

The #RediscoverManchester…’ campaign, launched on February 25 at Rhodes W1, was hosted by Her Majesty’s Ambassador to the UAE, Patrick Moody; VisitBritain’s director for Asia-Pacific, Middle East and Africa, Tricia Warwick; and the managing director for Marketing Manchester, Sheona Southern. Guests were treated to a Manchester inspired menu designed by Gary Rhodes, one of the official ambassadors of UK governments’ Great campaign, and was attended by more than 90 businesses, VIP’s, influencers and media from the travel and lifestyle sectors in the UAE. Representatives from the UK Government’s Foreign Office (FCO), Department for International Trade (DIT) and the British Council also attended.
 
Warwick said: “A year ago, in February, we re-focused our brand and we launched the “I travel for..’ campaign, putting the customer and their passions at the heart of the reasons why you should travel to Britain now. It allows us to talk about Britain in a more authentic and forward-looking way, moving away from the iconic in isolation by presenting it alongside the wonderfully unexpected and unknown side of Britain.”

“Customers travel to fulfil their passions, be it shopping, stories, relaxation, fun, food, adventure, re-discoveries or the unexpected. Today we launch a new passion pillar “I travel for Re-Discoveries” targeting the British expatriates living in the UAE. We have a real opportunity here to encourage British expatriates to “Unlock the secrets of home."

With almost half of visits from the UAE being British expatriates (49 per cent), 2019 looks set to be a record-breaking year with an expected 400,000 visits and spend £687 million ($906.7 million).

There is a lot to be discovered in Manchester! This vibrant city features some of Britain’s most amazing architecture, it’s the home of sporting giants, Manchester United and Manchester City, and offers an ever increasing number of amazing restaurants. From the decadent Tattu where one can dine in a rose garden under a pink blossom tree to Tast, the brainchild of Michelin-starred chef Paco Pérez. 

Did you know Manchester celebrates the ‘worker bee’ that has now become an icon of the city, or that Manchester is where vegetarianism was founded? Or that it is where Rolls met Royce? Or even, that the first atom was split in that very city? Manchester is also the gateway for exploring the North. The central location means Cheshire, Liverpool, the Lake District, Yorkshire and the Peak District are all within just 2 hours of Manchester.

There is lots of magic to discover about this northern favourite, once you take a closer look ‘behind the scenes’.

The next time you are visiting family and friends back home, take some time to rediscover forgotten favourites or get to know the city’s ever-changing and evolving landscape.

Shopping – Get your fashion-fix on New Cathedral Street with world-famous shops and brands such as Selfridges & Harvey Nichols, Louis Vuitton, Ugg, Mulberry and Burberry.

Food and Drink - 2018 saw the opening of the hotly anticipated Dishoom, serving traditional Indian food in an elegant setting, as well as the arrival of famous institution, The Ivy, in Spinningfields. For the most unique experiences, head to the Northern Quarter where one will find Mackie Mayor, a marketplace-style food hall housed in an 18th Century glass-roofed market hall. Another of Manchester’s well-established foodie destinations is the Corn Exchange, showcasing its original Edwardian beauty with a modern twist and home to a mouth-watering mix of restaurants offering a fusion of flavours from around the globe.

Football – Die-hard football fans planning a visit with your family to Manchester can experience the life of a Premier League player during an unforgettable stadium tour at Manchester City or Manchester United; sit in the press room hot seat, walk down the players’ tunnel, and sit in your favourite players’ chair.

Cricket - For the first time in 20 years, the ICC Cricket World Cup is coming back to Manchester, with six thrilling ties taking place at Emirates Old Trafford. Cricket fever will start on June 16 with a colossal clash between India and Pakistan followed by visits from England, Australia and The West Indies.

Art, Museums, Galleries - From natural history to science and industry, Manchester is full of fun and fascinating museums, most of which are free, like the Museum of Science and Industry and Manchester Museum.

Following the success of the Manchester launch night, Rhodes W1 will now be holding a weekly event every Tuesday throughout the month of March to celebrate the ‘Magic of Manchester. Guests can enjoy Mancunian music, served with a Mancunian inspired three-course dinner menu, priced at Dh195 ($53) per person. - TradeArabia News Service