Britain’s national tourism agency, VisitBritain has announced the launch of Horse racing – Sport of Kings, a series of luxury horse racing itineraries especially curated for the discerning GCC horse racing aficionado. Officially launched during the Dubai World Cup on 31 March, this is the first time in the history of the sport that England’s most iconic racecourses have collaborated with American Express Middle East to create a series of luxury itineraries for American Express Middle East Cardmembers who have access to Premium Travel Concierge Services.
Director for Horse racing – Sport of Kings, Rachel McQueen said:
“Horse racing is a traditional British sport with a long and distinguished history. We are delighted to introduce these bespoke horse racing itineraries to the GCC. Through the partnership with American Express, we are able to offer GCC residents the opportunity to be the first to experience the luxury itinerary series.”
Commenting on the partnership, Julia de Souza, Vice President Customer Services & Operations from American Express Middle East said:
“We have built long term relationships with our Cardmembers, we have a deep understanding of what they value most about their Membership – access to exclusive experiences, uniquely crafted travel journeys and superior service. We’re delighted to work with VisitBritain and Horse Racing Sport of Kings to provide unique luxury itineraries for our Cardmembers.”
VisitBritain aims to promote the luxury horse racing itineraries to horse racing enthusiasts in the region and to inspire them to book these experiences. Their recent ‘I Travel For…’ digital marketing campaign uses short-films and story-telling to shine the spotlight on unexpected experiences and less-explored destinations in Britain, alongside its globally renowned landmarks and attractions.
VisitBritain Asia-Pacific, Middle East and Africa Interim Director, Tricia Warwick said:
“The GCC is one of the most valuable inbound markets for VisitBritain hence we have chosen this region to launch for the first time these bespoke luxury itineraries. Our aim is to build on the growth we have seen, showcasing that Britain is bursting with wonderfully unexpected experiences that visitors can’t get anywhere else.”
Embedded in British culture and history, it is no surprise the United Kingdom is home to some of the most famous racecourses in the world including iconic Ascot, Royal Windsor, Chester, Newmarket and York who have all collaborated for this one off partnership. The itineraries are not structured, but allow the individual to create a bespoke package to suit their individual needs. The surrounding offering is equally impressive, from luxury hotels and some of the best dining options in the world, to Premier League football, luxury spa facilities, stud farms and falconry.
Horse racing is a major sport in England with a long history. For centuries horse racing has been linked with the English monarchy. Kings and Queens have made this sport what it is today. It is called the sport of kings because of its strong association with royalty and nobility. The history of England is the history of horse racing, from its humble beginnings to today’s Royal family’s continuing passion and patronage of the sport. There is no experience more quintessentially English than a day at the races, at the most iconic, historic racecourses that the country has to offer. A day at the races is an opportunity to experience English history and tradition at its best.