The number of tourists coming to the UK from the Gulf region of the Middle East has jumped, according to a new report from VisitBritain.

Around 494,000 people from the area made trips to the UK in 2009, up 9 per cent on the year before. Tourists from Kuwait, Qatar, Saudi Arabia and the United Arab Emirates said they were particularly attracted to the UK by the opportunity to shop for fashion and luxury goods not available at home - plus the chance to watch an English Premier League club in action.

Gulf tourism makes an important contribution to the UK economy, with the average spend per person while they are in the UK being £1,733, more than treble the £554 spent by the average tourist. The region was the source of 1.7 per cent of the UK's visitors in 2009, but they spent 5.2 per cent - £856m - of the total foreign tourist spend. The report reveals that the key reasons for the surge in Gulf region visits to Britain include its growing reputation as a safe, well-organised country with polite, approachable people and relatively low levels of theft or fraud. The temperate climate is seen as particularly desirable for those wishing to escape summer temperatures which - for example - average 45˚C in Saudi Arabia.

VisitBritain also found that while Gulf visitors currently have limited knowledge of Britain outside London, they found the idea of visiting other parts of the country "very appealing.'" When would-be Gulf region tourists were asked where they would like to visit in the next three years, only Malaysia had a slight edge over Britain as a destination because of its rich scenic beauty. In order of precedence, Britain's closest rivals are reported to be France, Thailand, Singapore and the USA.

Patricia Yates, director of strategy and communications, VisitBritain said: "The number of visitors coming to the UK from the Gulf region has jumped significantly in the past year, partly thanks to our sustained push to sell the UK as a travel destination. "It is very good news that travellers from the region are increasingly attracted to our reputation as a safe, welcoming and friendly country with lots of sights, activities, adventures and entertainment to enjoy."