Coinciding with India's involvement at the ICC Women's T20 World Cup, VisitBritain has this week hosted nine leading Indian travel trade partners in the West Midlands to showcase the region's tourism offer and strengthen engagement with one of Britain's fastest-growing inbound visitor markets.
A highlight of the six-day programme was attendance at India's Group 1 fixture at Edgbaston Stadium on 14 June, bringing together representatives from tourism, government and business. These included Harjinder Kang, HM Trade Commissioner for South Asia and British Deputy High Commissioner for Western India; Richard Parker, Mayor of the West Midlands; Louise Bryce, Partnerships Director, VisitBritain; Julie Nugent, Chief Executive, Coventry City Council; and Natalie Keogh, Director, E.ON UK. Delegates explored Birmingham and Stratford-upon-Avon, experiencing the region's cultural, heritage and tourism offer, including Shakespeare's England, while also engaging with tourism stakeholders across the West Midlands.
India is a very important visitor market for the UK. Visitor numbers from India are forecast to grow from approximately 650,000 in 2025 to nearly one million by 2030, with visitor spending expected to exceed £1 billion in 2026. The growth underscores the strength of the UK-India relationship and reflects increasing demand for travel between the two countries, supported by expanding industry collaboration, stronger connectivity and growing cultural and commercial ties. Harjinder Kang, His Majesty’s Trade Commissioner to South Asia and British Deputy High Commissioner for Western India, said: “The UK and India share a strong and growing economic partnership, with deep creative and industry ties at its core.
“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 demand from Indian travellers continues to rise, we're seeing greater interest in exploring more of the UK. I'm delighted to see that leaders from India's travel trade are experiencing the West Midlands, which is my home turf, first hand; this is exactly the kind of engagement that will help deepen these bonds for years to come."
As the Indian visitor market continues to expand, travellers are increasingly looking beyond traditional gateway destinations and seeking a broader range of experiences across Britain.
VisitBritain’s research shows that more than half of Indian visitors to the UK spent nights outside London during their trip, highlighting growing interest in regional destinations. The research also shows the West Midlands’ appeal among travellers drawn to culture, heritage, sport and contemporary city experiences.
This growing interest is supported by strong connectivity between India and the UK, with more than 170 weekly flights operating between the two countries, including direct services to Birmingham. Richard Parker, Mayor of the West Midlands, said: “It’s always a pleasure to welcome our friends from India.
“The bond we’ve built over generations is stronger than ever, and with more than 200,000 residents of Indian origin living in our region, there has never been a better time to grow our trade and tourism links. My focus now is on turning that deepening relationship into real economic growth with increased visitor numbers and investment driving new jobs and opportunities for people in all parts of our region.” The visit also comes as Britain hosts a packed calendar of major sporting events that continue to inspire international travel.
The ongoing ICC Women’s T20 World Cup is being staged across Birmingham, London, Manchester, Leeds, Southampton and Bristol. The tournament is followed by India’s men’s cricket tour of England; Wimbledon; the F1 British Grand Prix; the Commonwealth Games; and the Premier League, creating opportunities for visitors to combine world-class sporting experiences with wider exploration across Britain. For destinations across the country, sports tourism is increasingly playing a role in encouraging visitors to extend their stay, discover new regions and engage with a wider range of experiences beyond match days. Some 2.2 million visits to the UK annually include going to live sports events, with those visitors spending £2.3 billion in total during their stay.
Gary Robson, Deputy Director for Europe, GCC and India at VisitBritain, said: “India is one of our most valuable and fastest-growing visitor markets, with enormous potential for continued growth.
“This year, the UK’s unrivalled calendar of major sporting events, such as the India men’s cricket tour of England, presents a fantastic opportunity for visitors to explore beyond the traditional gateways and discover more of what the UK has to offer. 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.” The programme formed part of VisitBritain's focus on driving tourism growth from India by strengthening trade partnerships, promoting regional destinations and encouraging visitors to explore more of Britain throughout the year.