Tourism body seeks to raise Indian visitor spending and encourage travellers to explore destinations beyond London and other traditional hotspots
VisitBritain has reaffirmed its target of attracting one million Indian visitors to the United Kingdom annually by 2030, while stepping up efforts to promote northern England as an alternative to traditional tourist destinations.
The British tourism agency also aims to increase annual spending by Indian visitors to £1.5 billion by 2030, as it seeks to strengthen tourism links between the two countries and spread visitor spending across more regions.
Gary Robson, VisitBritain’s Deputy Director for Europe, the Gulf Cooperation Council and India, outlined the targets during the Great North Destination Showcase, held in Delhi on October 13 and Mumbai from October 14 to 15.
Robson said the agency was maintaining its long-term ambitions despite challenges in the Indian outbound travel market this year. It has not set separate visitor targets for 2026 and 2027, with a review of priority markets and traveller segments expected as part of its business planning.
-
India is among the UK’s top 10 international tourism markets
-
Around 66,000 Indian visitors travel to northern England each year, accounting for approximately 12 per cent of Indian visits to Britain, according to VisitBritain
The latest initiative seeks to encourage Indian travellers to look beyond familiar itineraries centred on London and other established destinations.
Manchester is being promoted as a key gateway to northern England, supported by its international airport. The region’s attractions include Liverpool, the Lake District, Cumbria, Lancashire, North East England and West Yorkshire.
While the Lake District offers landscapes and outdoor activities, Manchester and Liverpool provide music, food, nightlife and sporting experiences. Representatives of Manchester City Football Club and Lancashire Cricket Team also joined the showcase to explore opportunities in sports tourism.
VisitBritain has also identified growing demand among Indian travellers for personalised holidays and immersive cultural experiences, rather than conventional sightseeing packages.
To strengthen commercial links, the agency plans to organise Spotlight North in Manchester, bringing a select group of Indian tour operators together with regional tourism suppliers. The programme will include meetings and familiarisation visits to Manchester, Cumbria and Lancashire.
The strategy aims to help Indian travel companies develop new itineraries while directing tourism revenue towards regional economies across Britain.
