The United Kingdom staged a conference, Destination Britain APMEA, from May 12 to 15 at the Grand Hyatt Hotel in Kuala Lumpur, Malaysia to increase visitor arrivals from the Asia Pacific region.

The region is expected to substantially contribute to the country’s total forecast of 40 million arrivals and GBP31.5 billion in expenditures by 2015.

Asia Pacific in 2013 contributed 4.3 million visits and GBP6.3 billion in spending, 30 percent of UK’s total market and a growth of 35 percent since 2008.

“Asia Pacific is very important to us,” declared Keith Beecham of Destination Britain. Beecham also stated that in order to achieve their targets, the travel trade is one of four areas that they are focusing on together with image, product, and accessibility.

“New generation travel trade tools that will be available including social media is expected to bring GBP233 million in spend and 40 percent of Visit Britain’s total output. Travel trade is an important segment in our tourism thrust.”

The top three tourist activities in the UK are heritage, countryside, and culture.