UK takes curated approach for India

VisitBritain is keen to capitalise on the growth trajectory of India’s outbound tourism. Gavin Landry, Executive Vice President and International Director, VisitBritain, sheds light on their approach to strengthening ties with Indian travel operators, crafting bespoke itineraries, and fostering partnerships to drive mutual growth.

Nisha Verma

The UK offers a wealth of opportunities for Indian travel operators across segments, including luxury to group travel and MICE. VisitBritain’s proactive approach—built on collaboration, innovation, and market-specific campaigns—presents a clear path for mutual growth. Highlighting the same, Gavin Landry, Executive Vice President and International Director, VisitBritain, claims that India is a market with unparalleled potential. “The Indian market is pivotal to our international tourism strategy,” he shared.

Market-specific strategies

VisitBritain tailors its approach to each market, focusing on local preferences. “In the US, we highlight heritage and royalty, while in China, it’s luxury and guided tours. For India, the emphasis is on Bollywood, cricket, and family travel. Adapting to cultural nuances ensures we resonate with local operators and travellers,” he added.

Emphasising the increasing significance of Indian travellers, he quoted VisitBritain’s data, saying that India ranks among the fastest-growing outbound markets, with travellers known for their extended stays and higher-than-average spending.  “We see tremendous scope in the Indian market, not just for leisure tourism but also for MICE,” he said.

Collaborative campaigns

Recognising the role of Indian travel agents and tour operators, VisitBritain is focused on strengthening B2B collaborations. “We aim to work closely with Indian travel trade partners to design bespoke itineraries that align with the expectations of Indian travellers,” he explained.

Digital innovations

In a competitive travel market, digital platforms have become indispensable for travel operators. VisitBritain is investing heavily in digital engagement to make its content accessible and relevant for Indian trade professionals. “Our B2B portal offers a suite of resources, including itineraries and insights into traveller behaviour,” he shared.  The organisation also collaborates with Indian airlines, OTAs, and DMCs to promote seamless travel experiences. “We want to empower Indian operators with tools and partnerships that drive conversion,” he underlined.

Tapping emerging segments

Landry sees immense potential in niche markets within India, such as luxury travel, student groups, and adventure tourism. “Indian millennials and Gen Z are leading the charge, seeking unique experiences such as hiking in the Lake District or enjoying football matches in Manchester,” he said.

Boosting connectivity

Direct air connectivity remains a key factor in boosting tourism numbers. “We are collaborating with airlines to enhance flight routes and frequencies between key Indian cities and the UK,” Landry said.
Improved visa processes and trade-friendly policies are also part of the conversation.