TravTalk India Online Magazine
VisitBritain is doubling its efforts to attract more Indian visitors, capitalising on the country’s booming economy, strong airline connectivity, and increasing interest in both cultural and rural experiences, reveals Patricia Yates, CEO, VisitBritain.
Nisha Verma
India has long been a key market for Britain, but the current growth trajectory is impressive. “We have seen really strong growth from India—around 18 per cent up this year,” Yates shared. This marks an exciting milestone, as the Indian market now contributes approximately £840 million to the UK economy, with projections for this to rise to £1 billion soon. “We are seeing fantastic demand from India, especially with the increasing number of direct flights connecting Indian cities to regional airports across Britain,” Yates explained.
Starring Great Britain
In January 2025, VisitBritain will launch a major marketing campaign aimed at showcasing the UK’s cultural richness through the popular films and TV shows. “Our Starring Great Britain campaign is all about bringing the magic of British films and TV to life. Whether you are walking the streets of Bath like in Bridgerton or visiting locations from Peaky Blinders in Birmingham, we want visitors to feel like they are part of these cinematic landscapes,” she said.
The campaign taps into a new, modern sensibility, appealing to the growing interest among Indian tourists in experiential travel. “People don’t just want to look at landmarks—they want to be part of the experience. Whether it’s visiting film sets or walking through picturesque British towns, we offer more than just sightseeing,” Yates added.
Rise of regional Britain
A key aspect of VisitBritain’s strategy is to move Indian tourists beyond the traditional London-centric itinerary. “We know that many Indian visitors are now seeking quieter, more authentic experiences,” Yates said. For these travellers, the rolling countryside of Scotland, the charming lakes of Cumbria, or the historic beauty of Wales are drawing growing attention. For instance, VisitBritain has worked to promote the West Midlands, particularly Birmingham, which gained global attention following the Commonwealth Games. “The West Midlands has been a huge success, especially with Indian travellers. It’s not only a vibrant city but also a gateway to the countryside, including Shakespeare’s Stratford-upon-Avon. We are seeing more Indian travellers exploring these areas, enjoying both the heritage and the modern culture,” Yates highlighted.
Moreover, there is a growing interest in cities like Manchester and Newcastle, which have yet to fully tap into the Indian market. In 2025, VisitBritain will bring Indian travel buyers to explore these newer destinations, helping them craft fresh itineraries that appeal to Indian tourists.
Trade engagement
One of the key aspects of VisitBritain’s strategy is its focus on strengthening relationship with Indian travel trade professionals. “The travel trade is hugely important for us in India, particularly when it comes to attracting high-end travellers,” Yates noted. VisitBritain is working closely with Indian travel agents, offering them opportunities to visit the UK and explore new destinations, enabling them to better sell regional Britain to their clients.
A billion-pound market
Looking ahead, the future of the Indian market looks bright. As mentioned, VisitBritain aims to make India a billion-pound market within a few years. “With the booming Indian economy, strong airline connectivity, and the continued appeal of British culture, we believe we are on the right track. We are not just selling a destination; we are offering an experience,” Yates said confidently.
In addition to these efforts, VisitBritain is also addressing practical concerns like visa processing. Yates highlighted that the UK’s smooth visa processing system, particularly in India, has been a major factor in improving traveller confidence.
“The visas are being processed quickly, within the 15-day window, which is crucial for the trade,”
she explained.
