Visitors to UK start to head north

A promotional campaign designed to encourage Middle East travellers to discover the scenic Lake District area of North West England are starting to pay dividends.

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By  Gemma Hornett Published  August 16, 2006

A promotional campaign designed to encourage Middle East travellers to discover the scenic Lake District area of North West England are starting to pay dividends. Etihad Airways and the UK’s tourism promotion board, VisitBritain, recently joined forces to offer a special summer deal to the scenic area of England, located north of Manchester, which was advertised on radio stations and in the press, UAE-wide. “We are seeing a lot of interest being generated by the promotion, although bookings have been mediocre,” said Julia Denny, purchasing and operations manager, Etihad Holidays. “The Lake District does need to get more exposure in this part of the world, because it is not particularly well known. This promotion will raise awareness of the region and will test the market with something new.” Lakes and green rolling hills are the key high-lights of the Lake District, which Denny said appealed to tourists interested in walking and “the great outdoors”. “There could be quite a strong appeal for ex-pats from the UK and Europe, as well as GCC nationals who like the Swiss lakes region,” she added. Etihad’s offer is priced AED 2499 (US $680) per person and includes return Coral Zone flights from Abu Dhabi to Manchester (daily service), airport transfers and three nights in the three-star Best Western Beech Hill Hotel, located on the East banks of Lake Windermere. The offer runs until September 30. Key travel agents across the UAE should have already received flyers flagging up the promotion, which can earn them 10% commission.

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