VisitBritain welcomed nine prominent Indian travel trade leaders to the West Midlands during the ICC Women's T20 World Cup, aiming to highlight the region's tourism offerings and strengthen UK-India tourism connections.
The six-day programme included attending India's Group 1 match at Edgbaston Stadium on 14 June, with key figures such as Harjinder Kang, HM Trade Commissioner for South Asia, and Richard Parker, Mayor of the West Midlands, in attendance.
The delegates explored Birmingham and Stratford-upon-Avon, engaging with local tourism stakeholders and experiencing cultural and heritage sites, including Shakespeare's England. This initiative underscores the importance of India as a growing visitor market for the UK, with forecasts predicting Indian visitor numbers to rise from 650,000 in 2025 to nearly one million by 2030, and spending expected to exceed £1 billion in 2026.
Harjinder Kang emphasised the significance of tourism in the UK-India economic partnership, stating, "Tourism plays a vital role in that relationship – driving business links, supporting growth, and strengthening the people-to-people connections bringing our two countries closer."
As Indian travellers increasingly seek experiences beyond traditional destinations, VisitBritain's research indicates that more than half of Indian visitors spend nights outside London, with the West Midlands appealing to those interested in culture, heritage, and sports. The region benefits from strong connectivity, with over 170 weekly flights between India and the UK, including direct services to Birmingham.
Richard Parker highlighted the opportunity for economic growth through tourism, noting, "My focus now is on turning that deepening relationship into real economic growth with increased visitor numbers and investment driving new jobs and opportunities."
The visit coincides with a busy calendar of major sporting events in the UK, further promoting sports tourism as a means to encourage extended stays and exploration beyond match days. Gary Robson, Deputy Director for Europe, GCC, and India at VisitBritain, remarked, "Our travel trade partners are key to unlocking this opportunity, connecting travellers with the right experiences and inspiring them to explore more of Britain’s regions."
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