Indian travellers holidaying in United Kingdom has increased in 2013, despite the depreciating Rupee.
Photo Credit: Skyearth
According to the data released by VisitBritan, visits from India to the UK were up by 9% during the first three quarters of 2013 as compared to the same period in 2012. The country recorded 306,000 visits and GBP349 million in spending.
Consequently, VisitBritain is expecting to surpass its target of attracting 425,000 visits from India by 2016 – worth GBP380 million in annual visitors spend. In 2013, visiting friends and family (VFR) traffic was down 4%, while growth from India was driven by 11% and 14% uplifts in holiday and business travel. As a result, holiday visits reached their highest level for five years – 121,000 in the first three quarters of 2013 – and the amount spent on these visits hit a record amount of GBP62 million, up 31% from the same period last year.
The results are a boost as VisitBritain commences a strong programme of 2014 GREAT marketing activity in India, including the development of a Culture is Great ‘Bollywood in Britain’ campaign launching later this year on the red carpet.
Supporting the GREAT marketing programme, VisitBritain will start its annual trade mission in India from 28 – 31 January in Mumbai and Delhi. This year the mission is part of SATTE, India’s largest Travel-Trade exhibition, giving mission attendees including Wimbledon Lawn Tennis Museum & Tour, Historic Royal Palaces, VisitManchester, St Paul’s Cathedral and Westfield UK the opportunity to meet with over 10,000 agents from all over India to promote their destinations, tour packages and attractions, highlighting value-for-money deals and unique experiences.
According to the Anholt GfK Nation Brand Index, Indian perceptions of Britain are very positive. Respondents from India rated Britain third out of fifty countries for historic buildings, vibrant city life and contemporary culture, second for rich cultural heritage and fifth for natural beauty and sport. These perceptions are reflected in the ‘dream’ activities Indians would like to do in Britain. When asked which pre-defined activities would be at the top of their wish list on a trip to Britain, the top three choices were ‘View London from Shard tower / London Eye’ (24%), ‘Visit Buckingham Palace’ (29%) and ‘Visit 16th century historic Chatsworth House & gardens (12%)’.
Sandie Dawe, CEO of VisitBritain said “We are fortunate that Indians are choosing Britain once again with new records broken for both spend and visits. This is testament to Britain being an inherently attractive and good value destination with a warm welcome and huge variety of locations and experiences – all of which will be showcased and sold at our mission this week.”
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