VisitBritain holds firm on 1mn Indian tourist target; pushes North England as the next big draw for travel trade
Through the Great North Destination Showcase held in Delhi & Mumbai, VisitBritain is turning its focus to regional dispersal, more bespoke travel experiences, the winter travel season ahead and deeper trade engagement. The destination board has already set its sights on Indian visitor spending moving up to £1.5 billion by 2030.
VisitBritain is holding firm to its target of attracting one million Indian visitors to the UK by 2030, with India remaining a strategically important market as the destination board looks to broaden the geographic reach of international tourism and tap changing travel preferences.
“We’re sticking to the 1 million international visitors target by 2030 and the market visitor spending reaching £1.5 billion annually by the same year,” said Gary Robson, Deputy Director-Europe, GCC and India, VisitBritain, speaking to Travel Trends Today on the sidelines of The Great North Destination Showcase in Delhi. The forecasted visitor numbers represent a surge of over 61% compared to 2026, while spending projections will see a jump of 71% over the same period.
When asked, Robson shared that India sends about 66,000 visitors to Northern England each year, accounting for roughly 12% of all Indian visits to the UK. He further added, “The tourism board is not setting separate arrival targets for 2026 and 2027 at this stage. Instead, it is taking a broader view of market development, with a review of its priority markets and visitor segments expected as part of its business planning exercise around December.”
He said the current year has presented challenges for the Indian outbound travel market, although feedback from tour operators has remained positive. The focus now is on the winter travel season, a significant period for the trade as operators look to close the year on a strong note, he added.
While VisitBritain is reviewing its market strategy, Robson indicated that India’s position would remain significant, given the relationship between the two countries and the potential for further tourism and trade collaboration.
The US remains VisitBritain’s largest source market, followed by France and Germany, which interchange positions, with India being among its top 10 markets.
Notably, India is fast becoming a high-value market for the UK, not just in terms of arrivals but spending. As per Robson’s previous conversation with T3, the visitor spend from India is projected to reach £1.6 billion by 2030, representing nearly 74% growth and the Indian travellers are staying longer and spending more on premium and experiential offerings.
North England takes centre stage
A key part of that strategy is to encourage Indian visitors to venture beyond familiar UK itineraries and explore destinations across England, Scotland and Wales. The Great North Destination Showcase in Delhi on October 13, followed by its Mumbai leg on October 14-15, is part of this effort to bring regional tourism businesses directly to the Indian travel trade.
“The emphasis is increasingly on attracting visitors who will travel beyond the UK’s established tourism centres and contribute to regional economies. We need to find visitors that are prepared to go to the regions of England, Scotland and Wales and spread it out, beyond the usuals,” Robson said.
The North England Showcase is part of a wider mayoral mission involving seven mayors from northern England. The delegation is exploring collaboration across several sectors, including tourism, forming a key component of its engagement in India.
The Delhi programme included meetings and a networking evening with travel trade representatives and media, with a similar engagement planned in Mumbai. The initiative brings together 11 suppliers and partners from Northern England, representing destinations, transport infrastructure, sporting properties and visitor attractions.
Manchester is being positioned as a major gateway to the region, with its airport providing an important entry point for international visitors. The showcase also features Cumbria and the Lake District, Liverpool, Lancashire, Experience North East England, Explore West Yorkshire, among others.
“For the Indian market, the objective is to demonstrate that northern England offers a diverse range of experiences beyond the conventional UK city itinerary. The Lake District, for instance, is already familiar to some Indian travellers for its landscapes, while Manchester and Liverpool offer different propositions around music, food and nightlife,” Robson shared.
The delegation also included Manchester City Football Club and the Lancashire Cricket Team, bringing sports tourism into the conversation with Indian travel sellers. Given India's strong interest in cricket and football, these experiences provide an additional avenue for destinations and suppliers to build differentiated itineraries.
Another offering highlighted during the showcase is Therme UK, a large indoor spa development planned for the city with opening scheduled for 2029. The attraction is not yet built but illustrates the range of new experiences being developed in the region and, once operational, it is expected to attract two million visitors annually, with a capacity of up to 10,000 guests per day.
“It’s about Indians going on holiday and having a wonderful time. It’s about them going to places which really benefit from that as well. It’s a win-win,” Robson said.
The regional focus also reflects an effort to give repeat and first-time visitors more reasons to explore beyond familiar itineraries. Manchester and Liverpool, for instance, offer distinct combinations of music, food and nightlife, while the Lake District brings a contrasting proposition centred on its landscapes and outdoor experiences, he added.
Besides Robson, the delegation was led by Patricia Yates, Chief Executive Officer, VisitBritain & Victoria Braddock, MD at Marketing Manchester, along with by Ritu Varma, Country Manager, India, VisitBritain and Shuja Bin Mehdi, Senior Manager, Industry Engagement & Partnerships, representing the Indian market.
Indians asking for the bespoke
Alongside geographical dispersal, VisitBritain is observing a shift in how Indian travellers want to experience the UK, with demand moving beyond conventional sightseeing towards more personalised and immersive activities.
Robson said feedback from Indian tour operators and their UK counterparts pointed to a move away from itineraries built around ticking off standard attractions. “What I’m hearing from both the Indian tour operators and the UK side is a change from a tick-box approach to more bespoke experiences,” he said, adding that such experiences can also command a higher price point.
The shift offers opportunities for UK suppliers as well to develop differentiated products for the Indian market, particularly in areas such as sports tourism, cultural experiences and destination-led itineraries. It also places greater importance on the Indian travel trade’s ability to package and sell regional experiences rather than rely exclusively on established city combinations.
Trade engagement to deepen
VisitBritain's efforts will continue beyond the Delhi and Mumbai showcase, with a dedicated trade initiative, Spotlight North, planned in Manchester, Robson told T3.
The programme will take a small group of Indian tour operators to the UK for meetings with suppliers from northern England. The aim is to help them establish commercial relationships, explore products and identify opportunities to develop business in the future.
The visit will also include a familiarisation programme covering Manchester, Cumbria and Lancashire, with a literary tour among the experiences planned. The programme is expected to give participating operators a closer understanding of the destinations and their potential for the Indian market.
“The supplier meetings would provide opportunities to develop business immediately as well as lay the groundwork for future partnerships,” he said.
The initiative is intended to build on the destination showcase by moving from awareness and trade conversations to first-hand product exposure and stronger commercial links between Indian operators and UK suppliers.
