VisitBritain is setting an ambitious goal of attracting one million visitors from India by 2030, with a strong focus on travel trade engagement and regionally diverse travel experiences across the United Kingdom.
Speaking at an interaction in Mumbai, Gary Robson, Deputy Director for India, GCC & Europe, VisitBritain, and Ritu Varma, Country Manager India, VisitBritain, outlined the strategy to deepen ties with the Indian travel trade and drive awareness around film tourism, self-drive holidays, and the emerging weddings and MICE segments.
“Our goal of reaching one million visitors by 2030 is ambitious, but it’s achievable,” said Robson. “The Indian travel trade remains at the centre of our activities, and for the next two years, our campaigns will primarily focus on Starring Great Britain campaign, which celebrates the country’s film locations and cinematic landscapes.”
The Starring Great Britain campaign aims to inspire travellers to explore beyond London, spotlighting destinations such as northern England, Scotland, Wales, and the West Country. “Our focus is not just on increasing numbers but also on dispersal—encouraging visitors to discover Manchester, Liverpool, Newcastle, and the countryside, so that the benefits of tourism are spread more evenly,” Robson added.
Gobson mentioned that interest in self-drive itineraries among Indians has been steadily increasing. “Self-driving holidays allow travellers to discover hidden gems that aren’t typically part of guided tours… We are working closely with the travel trade to promote these itineraries and make them more accessible to Indian visitors.”
Bollywood continues to be a key reference point for promoting the UK among Indian audiences. VisitBritain is actively leveraging the appeal of popular films shot across the UK to strengthen its Starring Great Britain campaign.
“We use well-known Bollywood films such as Namaste London, Kabhi Alvida Naa Kehna, and Kabhi Khushi Kabhie Gham to create an emotional connection with travellers,” he said. “We also encourage Indian film producers and OTT creators to consider the UK as a filming destination—whether it’s for cinema or digital platforms.”
VisitBritain also sees growing opportunities in destination weddings and the MICE (Meetings, Incentives, Conferences and Exhibitions) segment. “The dramatic landscapes, castles, and countryside make the UK an ideal backdrop for weddings. It’s truly a match made in heaven,” he quipped.
While the board plans to explore new tactics for the weddings and MICE markets, it remains agile in adapting to evolving trends from India. “We’re evaluating the segments that show the most promise. Weddings and MICE will certainly remain within our range of focus,” Robson noted.
Citing the UK’s strong connectivity as a competitive advantage for long-haul MICE events, he added, “Ease of access gives us a major edge over many long-haul competitors. Delegates can quickly reach destinations and experience the best of Britain without long travel times within the country.”