VisitBritain is stepping up efforts to attract more Indian travellers to Northern England.
Speaking at the Mumbai edition of their trade mission, Patricia Yates, CEO, VisitBritain, said the initiative marks a shift towards promoting a more integrated regional proposition, rather than positioning Britain primarily through London and its surrounding destinations.
This edition specifically centred on northern England, covered Manchester, Liverpool, Cumbria, Leeds, Yorkshire and Newcastle. The delegation is highlighting the region’s cities, countryside, coastline, culinary experiences and internationally recognised sporting venues.
“There is a huge opportunity for growth from the Indian market. London is a global superstar, but the North has so many wonderful experiences within a relatively small geographical area. It is also just a couple of hours by train from London,” Yates said.
She noted that Indian visitors are increasingly keen to extend their stays and explore new destinations beyond established tourism circuits. The initiative also reflects the ambitions of northern regional leaders to strengthen their local economies, with tourism and the visitor economy forming an important part of their development agenda.
VisitBritain is forecasting approximately 600,000 visits from India this year, with the number expected to reach 950,000 by 2030. In value terms, Indian visitor spending in Britain is projected to increase from around £865 million this year to £1.5 billion by 2030, representing growth of approximately 70%.
However, Yates acknowledged that geopolitical developments and disruptions to air connectivity through the Gulf have affected Indian outbound travel to Britain, resulting in a slowdown in visitor numbers. The market is now showing signs of recovery.
“British Airways has just announced its third daily flight from Delhi to London, which demonstrates confidence among airlines. We would also like IndiGo to resume its Manchester service, which is temporarily paused,” she said.
Currently, most Indian visitors enter Britain through London, subsequently travelling to northern destinations by rail or through connecting flights via Europe and the Gulf.