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These 2015 figures mean that India retains its position as Britain’s No. 1 BRIC market in terms of visitor volume and among the 20 top source markets for Britain globally. Growing outbound travel trends fuelled by increased flight connectivity into regional Britain has helped India cement its’ position with growing visitor numbers over 2014.
VisitBritain Director Asia Pacific, Mid East & Africa, Sumathi Ramanathan, said, “India is the top BRIC market for Britain in terms of volume and the year-on-year robust visit figures ensure our way to achieve our 2020 target of 500,000 visits. Our focussed strategy for the India market featuring the Bollywood Britain campaign, combined with our trade engagement, targeted consumer engagements and tactical offers with tourism partners will be crucial for us to deliver our tourism targets in 2016-2017.”
In 2015, VisitBritain India launched their ‘Bollywood Britain– Shaandaar’ digital campaign, featuring Northern England, in association with top Indian Cinema productions and Turkish Airlines, carrying forward their Bollywood Britain showcase in India engaging the Indian travellers through their most loved films and its’ celebrities.
VisitBritain India along with Lonely Planet India also published the guide ‘Great Britain– The Bollywood Way’ with 5000 printed copies for the Indian travellers to amplify the Bollywood Britain campaign in market. Such campaigns throughout the year coupled with tactical fare follow up campaign help showcase Britain’s countryside and culture, increasing regional dispersion into Britain from India and resulting in record visitor figures year on year.
Overall, globally inbound visits to the UK were up five percent on 2014 at 36.1 million, which is a new record. Business visits grew by seven percent on 2014 to 8.9 million. Spending by business visitors reached £5.4 billion, a record and an increase of seven percent.
Source: travelnewsdigest.in