North of England Targets Indian Tourists in Landmark Trade Mission

Northern England is setting its sights on the lucrative Indian travel market this October, launching an ambitious tourism drive designed to move visitors beyond the traditional London-centric itinerary. As part of a high-profile Mayoral trade mission, VisitBritain has partnered with Marketing Manchester and several regional tourism bodies to showcase the diverse appeal of England’s northern reaches to one of the world’s fastest-growing visitor populations.

The ‘England’s Great North Destination Showcase 2026’ is hitting the road in Delhi (12–13 October) and Mumbai (14–15 October). With these two cities generating nearly half of all Indian visits to the UK, the timing of the showcase is strategic. Over 150 leading Indian travel buyers and media professionals are engaging directly with regional representatives, ranging from Cumbria Tourism and the Liverpool City Region to Experience North East England, to transform interest into tangible, bookable travel experiences.

A Strategic Move Toward Economic Growth

The initiative is built on a long-term goal: to distribute the economic and social benefits of tourism more equitably across the UK. By encouraging travelers to explore further and stay longer in the North, tourism boards hope to capitalize on the region’s unique mix of sporting heritage, industrial history, and breathtaking landscapes.

VisitBritain CEO Patricia Yates emphasized the importance of the Indian market, which is projected to grow into a £1.5 billion contributor to the UK economy by 2030. “We are telling the story of the North’s outstanding tourism offer, from vibrant cities and world-class sporting grounds to spectacular scenery,” Yates noted. She highlighted that improved air connectivity—specifically direct links to the Manchester gateway—is making the region more accessible than ever for Indian tourists.

Showcasing the North’s Unique Identity

The delegation is presenting a diverse array of experiences to Indian buyers, moving well beyond traditional sightseeing. Products being highlighted include:

• Sporting Tourism: Leveraging the massive popularity of football and cricket.
• Screen Tourism: Capitalizing on the fact that 94% of Indian travelers are interested in visiting film and TV locations.
• Cultural & Heritage Sites: Promoting the North’s distinct musical history and architectural grandeur.

North East Mayor Kim McGuinness, Chair of The Great North, expressed optimism about the mission’s potential to build a “lasting relationship” with India. “From our music and culture to our world-famous sport, we have an incredible story to tell. This mission is about turning that opportunity into new experiences and more economic activity for our communities,” she stated.

Building Lasting Partnerships

The collaboration is already looking toward a follow-up phase in November, when Indian travel buyers will be hosted in Manchester for the ‘Spotlight Manchester’ event. This will provide international agents with firsthand experience of the region’s infrastructure and hospitality.

The campaign is also leaning into the strong cultural ties between the two nations, supported by high-profile initiatives like the ‘Starring GREAT Britain’ screen tourism campaign. With major Bollywood productions from studios like Yash Raj Films scheduled to shoot in the UK starting in 2026, the “Living Bridge” between India and Britain continues to strengthen.

As VisitBritain forecasts nearly 600,000 visits from India in 2026 alone, the North of England is positioning itself not just as a side trip, but as a primary destination for the modern Indian traveler. With research suggesting that those who visit the UK are 12% more likely to invest in British businesses and products later on, this tourism push is expected to yield dividends that extend far beyond the hospitality sector.

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