Tourism leaders target £1.5 billion Indian market

Tourism leaders across the North of England have joined forces to attract more international visitors and secure a greater share of India’s rapidly growing tourism market.

The Great North initiative is targeting increased visitor numbers and spending from India, which VisitBritain forecasts will become a £1.5 billion inbound tourism market for the UK by 2030, representing growth of 71 per cent from 2026.

The campaign aims to encourage more Indian tourists to explore destinations across Northern England, extend their stays and spend more with regional businesses.

The opportunity was highlighted during the first joint North of England mayoral trade mission to India, where Northern mayors, VisitBritain and tourism partners showcased the region’s attractions to 150 leading travel buyers and media representatives at events in New Delhi and Mumbai.

North East mayor and chair of The Great North Kim McGuinness said: “We want Indian visitors to enjoy everything Britain has to offer, but to travel further, stay longer and experience more.

“From our great cities and spectacular landscapes to Premier League football, international cricket, castles, culture and coastline, the North has an incredible amount to offer.

“The North East is a place I’m incredibly proud to call home, and our greatest strength is the warmth and hospitality of our people.

“We’ve experienced that same wonderful welcome in India, and I want us to return it to many more Indian visitors.

“By bringing our regions together through The Great North, we’re putting the North of England on the international stage.

“Now we want to work with the Indian travel trade to turn that opportunity into unforgettable journeys, more visitors and bookings, and lasting economic benefits for our communities.”

The activity, delivered under the Great Britain & Northern Ireland Campaign, is designed to strengthen the North’s international profile by promoting its combined offering of sport, music, culture, heritage, countryside and premium visitor experiences.

By working collaboratively, destinations hope to make it easier for international travel operators to develop itineraries covering multiple locations rather than concentrating visits in individual cities.

West Yorkshire mayor Tracy Brabin, pictured below, added: “From Bronte Country to bustling nightlife, Hepworth to Hockney, West Yorkshire has so much culture at its heart.

“Across Yorkshire, tourism, including screen tourism, is worth a whopping £9 billion every year.

“As the partnership of the Great North, we can showcase our spectacular sights, vibrant culture, and encourage more people to explore our regions.”

VisitBritain forecasts that 597,000 visitors from India will travel to the UK this year, spending an estimated £865 million during their trips.

Tourism leaders believe the North can capture a greater proportion of that spending by encouraging visitors to explore beyond established destinations and experience more of the region's attractions.

As part of the trade mission, tourism organisations and businesses participated in the England’s Great North Destination Showcase 2026, meeting Indian travel buyers and media representatives to establish commercial relationships and develop new tourism products.

Participants included Marketing Manchester, Cumbria Tourism, Marketing Liverpool, West Yorkshire Local Visitor Economy Partnership and Experience North East England, alongside attractions and tourism operators from across Northern England.

Their discussions focused on creating bookable visitor experiences, expanding travel itineraries and identifying opportunities for longer-term partnerships with Indian tour operators.

VisitBritain chief executive Patricia Yates added: “We are proud to be working alongside mayors, destinations and industry leaders from across the North of England to support the tourism programme for the inaugural North of England Mayoral Delegation to India, one of our fastest-growing markets.

“Drawing on our in-market expertise and relationships in India, we are telling the story of the North of England’s outstanding tourism offer, from its vibrant cities, rich heritage and spectacular scenery to world-class sporting grounds and visitor experiences.

“Working directly with the travel trade in India gets our products sold and broadens itineraries, so visitors explore further, stay longer and spend more.

“Strong and growing air connectivity between India and the regional gateway of Manchester is making it easier than ever for visitors to discover more.

“With India forecast to become a £1.5 billion visitor market for the UK by 2030, our destination showcase event is a timely and valuable opportunity to drive growth and visitor spending across the region and beyond.”

The initiative will continue in November when Indian travel buyers and media representatives visit the region for Spotlight Manchester: Gateway to Northern England and North Wales.

Hosted by VisitBritain and Marketing Manchester, the event will give delegates an opportunity to experience Northern destinations first-hand, meet tourism businesses and explore potential additions to their travel programmes.

Organisers hope the follow-up activity will turn the connections established during the India mission into confirmed bookings and lasting commercial partnerships.

The tourism campaign forms part of The Great North’s wider strategy to bring together Northern cities, destinations and businesses to strengthen the region’s international competitiveness.

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