Visit Newport Beach appoints AVIAREPS Middle East to lead GCC expansion

MIDDLE EAST – Visit Newport Beach has appointed AVIAREPS Middle East as its marketing and public relations representative across the Gulf Cooperation Council (GCC) states, including the UAE, Saudi Arabia, Qatar, Kuwait, Bahrain, and Oman.

This strategic partnership marks a major step in the destination’s international growth, establishing its second global office outside the UK and underscoring its focus on the Middle East as a key luxury travel market.

The collaboration positions Newport Beach as one of the first Californian cities to launch dedicated in-market sales, marketing, and PR initiatives in the GCC.

Teams based in the UAE and Saudi Arabia will drive brand visibility and promote Newport Beach’s upscale offerings to affluent travelers seeking extended stays, authenticity, and personalized experiences.

Gary C. Sherwin, President & CEO of Visit Newport Beach, emphasized the destination’s appeal: “Newport Beach has long attracted discerning Middle Eastern travelers with its blend of coastal luxury and relaxed sophistication.”

Since 2020, over US$1 billion in reinvestment has elevated the guest experience, including the transformation of the Pendry Newport Beach, the reimagining of VEA Newport Beach, and enhancements at The Resort at Pelican Hill.

The city aligns with Visit California’s “The Ultimate Playground” campaign, offering a seamless mix of world-class amenities, five-star accommodations, and sun-soaked elegance.

Its prime location allows easy access to Los Angeles, San Diego, Santa Barbara, and attractions like Disneyland and Universal Studios.

Glenn Johnston, AVIAREPS Vice President for the Middle East, stated: “Newport Beach is exceptionally well-positioned to attract Gulf travelers seeking exclusivity and family-focused luxury.”

The firm will collaborate with regional airlines, media, and influencers to strengthen the destination’s profile.

GCC tourism is a high-impact sector, with travelers spending an average of US$2,262 per capita, 11 times the global average.

In 2024, GCC tourists made 24.4 million outbound trips, spending US$75.4 billion globally.

The region’s tourism sector contributed US$247.1 billion to GDP in 2024, a 31.9% increase since 2019.

With intra-GCC travel growing by 52.1% over five years, marketing efforts must be culturally attuned and locally executed to capture this high-value segment.

Effective representation ensures brand relevance, builds trust, and drives visitation through targeted campaigns, making AVIAREPS’ role critical in Newport Beach’s global strategy.

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