VisitBritain has taken a targeted approach to strengthening UK-India tourism ties by hosting nine prominent Indian travel trade leaders in the West Midlands during the ICC Women's T20 World Cup. The six-day programme, which ran from June 11 to 16, aimed to showcase the region's cultural, heritage and sports tourism assets to influential buyers from one of the UK's fastest-growing inbound markets.
The delegation attended India's Group 1 match against Pakistan at Edgbaston Stadium on June 14, joined by Harjinder Kang, HM Trade Commissioner for South Asia, and Richard Parker, Mayor of the West Midlands. The presence of senior government and regional officials underscored the strategic importance of the Indian market for UK tourism and trade.
Beyond London: Tapping Regional Demand
VisitBritain's research indicates that more than half of Indian visitors now spend nights outside London, seeking experiences in culture, heritage and sports. The West Midlands, with its strong connectivity—over 170 weekly flights between India and the UK, including direct services to Birmingham—is well positioned to capture this demand. The region's appeal was further highlighted through visits to Shakespeare's England in Stratford-upon-Avon and engagements with local tourism stakeholders.
Harjinder Kang emphasised the broader economic significance: “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.”
Forecasts project Indian visitor numbers will rise from 650,000 in 2025 to nearly one million by 2030, with spending expected to exceed £1 billion in 2026. This growth trajectory makes India a priority market for UK destinations and travel trade partners alike.
Sports Tourism as a Catalyst
The timing of the visit coincided with a busy calendar of major sporting events in the UK, reinforcing sports tourism as a driver for extended stays and regional exploration. Gary Robson, Deputy Director for Europe, GCC, and India at VisitBritain, noted: “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.”
Richard Parker highlighted the potential for economic growth: “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 initiative aligns with broader efforts by UK tourism bodies to diversify visitor itineraries beyond London, a trend that has gained momentum as Indian travellers increasingly seek authentic regional experiences. For travel trade professionals, the West Midlands offers a compelling mix of literary heritage, industrial history and modern sports infrastructure.
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