Manchester Unites with Liverpool, Yorkshire and More in Northern England to Expand Outbound Travel Growth in India

Manchester Unites with Liverpool, Yorkshire and More in Northern England to Expand Outbound Travel Growth in India through a coordinated tourism campaign. Supported by VisitBritain and The Great North, the initiative aims to attract Indian travellers, strengthen regional tourism partnerships and increase visitor spending across Northern England’s diverse destinations.

Northern England is strengthening its position in India’s expanding outbound tourism market as Manchester, Liverpool, Yorkshire, Cumbria and the North East work together to attract more international visitors. Supported by VisitBritain and The Great North partnership, the initiative seeks to increase regional tourism spending, encourage longer holidays and introduce Indian travellers to destinations beyond London.

The campaign comes as VisitBritain forecasts that Indian visitors will spend £1.5 billion across the United Kingdom by 2030, representing growth of 71% compared with 2026. The strategy places Northern England’s cultural attractions, sporting experiences, countryside and transport connectivity at the centre of a coordinated international tourism campaign.

India Emerges as a Major Growth Market for British Tourism

India represents one of Britain’s most promising inbound tourism markets, supported by growing interest in international holidays, cultural experiences and premium travel.

VisitBritain estimates that 597,000 visits from India will take place in 2026, generating approximately £865 million in visitor expenditure.

By 2030, spending is projected to reach £1.5 billion, creating substantial opportunities for destinations seeking to attract a greater share of international arrivals.

Rather than concentrating tourism activity around established London attractions, Northern England’s regional partners want Indian visitors to explore multiple destinations during a single holiday.

The strategy could support hotels, restaurants, transport providers, cultural venues and independent tourism businesses throughout the region.

Manchester, Liverpool and Yorkshire Unite to Attract Indian Visitors

The Great North partnership brought together regional leaders and tourism organisations during the inaugural joint North of England Mayoral trade mission to India.

England’s Great North Destination Showcase 2026 took place in New Delhi on 12–13 October and Mumbai on 14–15 October.

The programme connected Northern tourism businesses with approximately 150 Indian travel buyers and media representatives.

Participating organisations included Marketing Manchester, Cumbria Tourism, Marketing Liverpool, West Yorkshire tourism representatives and Experience North East England.

The meetings focused on establishing commercial relationships, developing multi-destination itineraries and introducing bookable experiences to Indian travel companies.

These partnerships are intended to help tourism operators package Northern England as a connected destination rather than a collection of separate city breaks.

Manchester Strengthens Its Position Through Cricket and Aviation

Manchester is emerging as an important gateway for Indian visitors travelling across Northern England.

Growing air connectivity between India and Manchester provides opportunities for international travellers to reach the region without beginning every journey in London.

Sporting tourism represents another significant attraction.

Lancashire Cricket expects India’s scheduled international appearances at Emirates Old Trafford in 2028 and 2029 to generate additional opportunities for visitors.

The venue’s connection with Manchester Super Giants, through its partnership with India’s RPSG Group, further strengthens its appeal to cricket audiences.

Football, music, shopping and hospitality complement Manchester’s sporting attractions, creating opportunities for extended visitor stays.

Liverpool Promotes Music, Football and Cultural Heritage

Liverpool is using its internationally recognised cultural identity to attract Indian tourists interested in music, entertainment and sporting experiences.

The city’s association with The Beatles, its two Premier League football clubs and its waterfront heritage provide distinctive attractions for international visitors.

Liverpool City Region Mayor Steve Rotheram highlighted the importance of converting international tourism interest into economic opportunities.

According to figures cited by the mayor, the Liverpool City Region visitor economy generates almost £7 billion annually and supports more than 58,000 jobs.

The regional campaign seeks to build on these strengths by encouraging visitors to combine Liverpool with other Northern destinations.

Yorkshire, Cumbria and the North East Expand Tourism Opportunities

West Yorkshire is showcasing its literary heritage, artistic attractions, nightlife and screen tourism experiences.

Destinations associated with the Brontë family and internationally recognised artists provide opportunities for culturally focused travel.

West Yorkshire Mayor Tracy Brabin highlighted tourism’s economic importance, citing an annual value of approximately £9 billion across Yorkshire.

Cumbria is promoting its countryside, heritage attractions and outdoor experiences to encourage Indian holidaymakers to include the Lake District in their itineraries.

Meanwhile, North East England offers historic castles, coastline, cultural attractions and countryside experiences.

The combined approach allows travel companies to develop holidays incorporating cities, national parks, historical landmarks and sporting venues.

“Northern England’s united approach towards India’s expanding outbound travel market represents an encouraging development for international tourism and regional economic growth. Manchester, Liverpool, Yorkshire and neighbouring destinations possess remarkable strengths that deserve greater recognition among Indian travellers. From world-class football and cricket to musical heritage, historic architecture, picturesque countryside and authentic local experiences, the region offers extraordinary opportunities for memorable journeys.

The collaboration between VisitBritain, regional leaders and tourism businesses demonstrates how strategic partnerships can unlock new markets and encourage visitors to explore beyond traditional destinations. Stronger aviation connectivity, innovative travel packages and closer engagement with Indian tour operators can further strengthen this relationship.

At Travel And Tour World, we believe such initiatives are essential for developing inclusive tourism opportunities, supporting local hospitality businesses and encouraging meaningful cultural exchanges. Northern England’s collective vision can help transform growing Indian travel demand into lasting economic benefits and stronger international tourism connections.” — Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World

VisitBritain Prepares November Tourism Trade Programme

The next stage of the initiative will take place in November through Spotlight Manchester: Gateway to Northern England and North Wales.

Organised by VisitBritain and Marketing Manchester, the programme will bring international travel buyers, including participants from India, to experience regional destinations first-hand.

Educational visits and business meetings will help travel professionals assess tourism products and establish relationships with local suppliers.

The objective is to translate the commercial contacts established in India into travel packages that visitors can purchase.

These activities form part of the wider GREAT Britain & Northern Ireland Campaign, which promotes the UK’s international reputation and economic opportunities.

Regional Collaboration Creates Long-Term Tourism Potential

The Great North initiative reflects a wider effort to distribute international visitor spending across more British destinations.

By combining air access, established attractions and coordinated tourism marketing, Northern England aims to become a stronger destination within Indian travel itineraries.

Its success will depend on sustained trade partnerships, accessible transport and commercially attractive travel packages.

With Indian visitor spending forecast to grow substantially by 2030, Northern tourism businesses have an opportunity to secure additional bookings while spreading the economic benefits of international travel across their communities.

Northern England’s collaborative tourism strategy offers significant opportunities to attract Indian visitors, strengthen international connectivity and encourage longer regional holidays. By promoting cultural heritage, sporting experiences and scenic destinations, Manchester, Liverpool, Yorkshire and neighbouring regions aim to secure greater tourism spending, support local businesses and build sustainable travel partnerships.