VisitBritain Backs North of England Mayors’ India Mission to Drive Tourism and Attract More Visitors

The North of England is taking its tourism ambitions directly to India as mayors, destinations and industry leaders join VisitBritain for a major market showcase. The October programme aims to turn rising Indian demand into bookings, longer stays and increased visitor spending across Northern England’s cities, countryside and coast.

“VisitBritain’s focused engagement with India represents a strategically important step for Northern England’s tourism economy. By connecting Indian travellers with the region’s cities, heritage, sport, culture and landscapes, this initiative can diversify UK itineraries, strengthen trade relationships and ensure that the benefits of international tourism reach communities well beyond London.”— Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World

North of England takes tourism ambitions to India

The inaugural England’s Great North Destination Showcase 2026 will bring Northern England’s tourism offer to Delhi on 12-13 October and Mumbai on 14-15 October. The initiative is being supported by VisitBritain alongside Marketing Manchester and a wide group of destination and industry partners.

The programme is designed to strengthen commercial relationships with India’s travel trade while positioning Northern England as a destination in its own right, rather than simply an extension of a London itinerary.

Delhi and Mumbai have been selected because they are particularly important markets for British tourism. Together, the two cities account for almost half of all visits from India to the UK, making them strategic locations for the North’s campaign to increase its share of Indian visitor spending.

Why is India becoming more important for Northern England tourism?

India is emerging as one of VisitBritain’s fastest-growing inbound tourism markets, with the organisation forecasting 597,000 Indian visits to the UK in 2026 and visitor spending of £865 million.

The longer-term opportunity is even larger. VisitBritain forecasts that India will become a £1.5 billion inbound visitor market for the UK by 2030, representing a 71% increase between 2026 and 2030.

For Northern England, the objective is to ensure that this growth is distributed more widely across the country. The strategy focuses on encouraging Indian visitors to stay longer, explore multiple destinations and spend money with businesses beyond the traditional London tourism circuit.

Patricia Yates, VisitBritain’s CEO, said the organisation was working with mayors, destinations and industry leaders to tell the story of Northern England’s tourism offer directly to the Indian travel trade.

She highlighted the region’s cities, heritage, scenery, sporting venues and visitor experiences, alongside improving air connectivity between India and Manchester.

Which Northern destinations are taking part?

The showcase brings together a broad group of destination organisations representing different parts of Northern England.

Marketing Manchester, Cumbria Tourism, Liverpool City Region Destination Partnership, West Yorkshire Local Visitor Economy Partnership and Experience North East England are among the organisations participating.

Tourism businesses and attractions from across the region will also meet Indian travel buyers and media.

The programme is expected to connect around 150 leading Indian travel buyers and media representatives with Northern England’s tourism suppliers. The commercial focus is significant, with destinations seeking to turn awareness into bookable products, partnerships and expanded itineraries.

The participating organisations are presenting experiences covering several major tourism segments, including sport, culture, music, heritage, screen tourism and premium travel.

This approach allows Indian travel professionals to understand not only individual attractions, but also how Northern England can be incorporated into multi-destination UK holidays.

How could Manchester strengthen Northern England’s tourism appeal?

Manchester has a particularly important role in the strategy because of its position as an international gateway to the North.

Victoria Braddock, Managing Director of Marketing Manchester, said India was already an important market for the city-region. Manchester currently welcomes around 21,000 visitors from India each year, generating approximately £8.7 million for the local economy.

The destination organisation sees further potential to grow those figures by presenting Manchester as both a city break destination and a base for wider exploration.

That gateway proposition is central to the campaign. Indian visitors arriving in Manchester can combine the city with destinations elsewhere in Northern England and North Wales, potentially creating longer itineraries and increasing spending across several communities.

Strong air connectivity between India and Manchester also supports this strategy by making regional access more straightforward for international visitors.

Marketing Manchester and VisitBritain will reinforce the message in November through Spotlight Manchester: Gateway to Northern England and North Wales. Indian travel buyers and media will be invited to experience the destination through educational visits and discover bookable tourism products first-hand.

What experiences are being promoted to Indian travellers?

Northern England has a broad tourism proposition that extends well beyond traditional sightseeing.

Sport is one of the region’s strongest international assets, with cricket and football offering powerful reasons for Indian travellers to visit. The North is also promoting music, culture, historic attractions, premium experiences and locations associated with film and television.

Heritage is another important part of the proposition. Castles, historic cities, national parks, regional food and rail journeys can appeal to travellers who increasingly want to explore destinations in greater depth.

Jasmeet Singh, Chief Business Officer, Holidays and Experiences, MakeMyTrip, said Indian travellers were increasingly interested in exploring destinations beyond their best-known sights.

He identified the North’s castles, historic cities, national parks, food and rail journeys as experiences capable of broadening traditional UK itineraries.

That shift could be particularly valuable for Northern England because it aligns with the region’s strategy of encouraging visitors to spend more time outside London.

How is screen tourism supporting the campaign?

Film and television are providing another route into the Indian market.

VisitBritain is continuing its global Starring GREAT Britain screen tourism campaign in India, using the appeal of British film and television locations to inspire travel.

According to VisitBritain research, 94% of Indian travellers are interested in visiting film and television locations during their trips. That level of interest gives destinations featured on screen an opportunity to convert entertainment exposure into physical visits.

The strategy also connects tourism with Britain’s creative industries. Major Bollywood productions by India’s Yash Raj Films are due to be filmed in Britain from 2026, strengthening cultural and commercial connections between the two countries.

For Northern England, the relationship between screen tourism and destination marketing creates an additional way of presenting places that may be less familiar to international travellers.

Can the India campaign deliver wider economic benefits?

The central objective extends beyond increasing visitor numbers.

VisitBritain’s research indicates that people who have visited the UK are 12% more likely to invest in its businesses, products and services. International tourism can therefore generate value beyond accommodation, attractions, restaurants and transport.

For Northern England’s destinations, attracting Indian visitors can support local businesses while strengthening international awareness of regional brands.

The mayoral delegation adds a political and economic dimension to the tourism programme. By combining destination marketing with commercial engagement, the initiative aims to establish longer-term relationships between Northern England and India.

North East Mayor Kim McGuinness, Chair of The Great North, said the delegation was intended to create a lasting relationship with India and put Northern England more firmly on the international stage.

The focus on communities across the region is also important. Tourism spending distributed across cities, coastlines and rural destinations can help spread the economic benefits of international travel more widely.

What happens after the October showcase?

The Delhi and Mumbai events are intended to be part of a longer-term programme rather than a standalone promotional campaign.

Following the October showcase, VisitBritain and Marketing Manchester will bring Indian travel buyers and media to Northern England in November through the Spotlight Manchester programme. Educational visits will allow participants to experience destinations and tourism products directly.

This follow-up is designed to turn trade relationships into practical sales opportunities. Familiarity with a destination, its products and transport connections can help travel advisers build Northern England into future holiday itineraries.

The approach also reflects the broader shift in international tourism marketing towards trade engagement, product development and measurable conversion rather than simply destination awareness.

With India’s outbound travel market continuing to expand, Northern England is seeking to establish itself earlier in the planning process and persuade travellers to look beyond the UK’s most established tourism gateway.

VisitBritain’s India campaign gives Northern England a significant opportunity to capture a larger share of a rapidly growing international market. By combining mayoral engagement, trade partnerships, regional connectivity, screen tourism and bookable experiences, the programme aims to transform Indian interest into longer stays, wider itineraries and stronger regional economic benefits.