Backing British business

“Face-to-face convening is pivotal to building the enduring relationships that make business happen,” says Kate Taylor Tett, Director of the GREAT Britain and Northern Ireland Campaign. It’s what makes the long-standing partnership between British Airways and the GREAT Campaign such a natural fit, with both brands strategically focused on promoting the UK internationally, and BA ideally positioned to get deal makers where they need to go. This month, ‘Greater Together LA’ brings the largest ever delegation of UK business leaders to visit the US to California for an exciting programme of events designed to build industry breakthroughs and prosperous long-term partnerships.

To mark the occasion, we chat to British Airways Chairman & CEO Sean Doyle and GREAT’s Kate Taylor Tett.

What makes the partnership between British Airways and the GREAT Campaign so powerful?
Sean Doyle: GREAT’s fundamental mission is to showcase Britain on the world stage and to boost economic growth by encouraging international audiences to visit, study and do business here. As the national flag carrier, with an extensive global flying network, we’re a key facilitator of Britain’s economic success.
Kate Taylor Tett: We’re both committed to growing the UK’s status as a world-class destination for tourism, investment, trade and education, whether it’s by helping to connect businesses across the Atlantic or by encouraging visitors to discover iconic destinations across Great Britain and Northern Ireland.

Can you share an example that demonstrates the success of the partnership? 
KTT: British Airways was a lead partner for the GREAT programme of events in Riyadh in 2024, which brought together 450 business leaders, ministers and thought leaders to deepen UK-Saudi partnerships. As well as chartering the UK delegate flight, British Airways hosted a lounge in the event space and took a keynote role in the Thought Leadership programme. A year on, the events were credited with contributing to more than £3.7bn worth of new UK-Saudi trade and investment, creating more than 4,100 jobs in the UK. 

Where do you see the most tangible impact of this collaboration for SMEs in Great Britain and Northern Ireland?
SD: We see the impact throughout the business world. We operated UK government charter flights to India and China recently and I joined the Prime Minister and many other CEOs for the trade mission to Mumbai. There was a real energy among the delegation to make connections and do business during the trip – we’re seeing the benefits of those relationships already.

What’s British Airways’ role in the UK’s export infrastructure? 
SD: As well as carrying passengers, we facilitate and transport innovation, ideas, cultural ties and commercial opportunity. When British businesses need to reach the world, we are often the first and last touchpoint - and frequently the enabler. 
KTT: Aside from the necessity of air freight for time-sensitive exports, air travel is a crucial contributor to securing high-value business partnerships. Covid-19 reshaped the way international business can work, but as soon as the skies reopened, leaders chose to grow their partnerships face-to-face and placed more value on that than ever before.

What are the main opportunities for UK SMEs looking to break into the US market?
KTT: As the world’s largest consumer market, with strong existing ties to the UK and a common(ish) language, the US presents a huge opportunity. Taking the first steps can be daunting, but UK SMEs can access tailor-made UK government support.

How do British Airways flight routes, schedules or partnerships help to support this corridor?
SD: The US is the UK’s largest trading partner, and it won’t be a surprise to anyone that the US is British Airways’ largest international market. We fly to 27 US destinations, and our partnership with American Airlines means we can connect our customers to AA’s vast domestic market.

Are business travellers prioritising in person meetings again?
SD: We’ve seen a strong resurgence of business travel since the pandemic. Business travellers are prioritising trips that accelerate deals, strengthen partnerships or create relationships that can’t be replicated virtually. The performance of our premium and business cabins really reflects this.

What are the priority sectors for the UK in the international market?
KTT: The UK’s Modern Industrial Strategy is a ten-year plan to increase investment and grow the industries of the future. It prioritises eight sectors designed to boost productivity: Advanced Manufacturing, Clean Energy Industries, Creative Industries, Defence, Digital and Technologies, Financial Services, Life Sciences, and Professional and Business Services.

How does your organisation ensure businesses outside London feel part of this global push?
KTT: Helping a global audience discover the opportunities the UK offers beyond London is central to GREAT’s activity. And our approach is working – our latest data on tourism to the UK shows that when a visitor has engaged with GREAT, 60 per cent of their spend happens outside London, a significant upweight versus the International Passenger Survey benchmark of just 46 per cent. 
SD: Our core regional role is as a global connector via Heathrow, which is critical for regional exporters, inward investment and business travel, enabling same-day global access that regional airports are unable to sustain independently. We support regional economies through inbound tourism, and we have a significant colleague presence with contact centres in Manchester and Newcastle, and engineering bases in Glasgow and Cardiff.

The GREAT Britain & Northern Ireland Campaign enhances the UK's global reputation and drives economic growth by encouraging international audiences to visit, study, trade and invest in the UK. Help us champion the very best of the UK around the world by getting involved.

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