Figures from the Office of National Statistics (ONS) show that India has become the UK’s largest BRIC market in terms of visitor volumes based on last year’s numbers, while spending has been shooting up.

 

There were a record 375,000 visits to Britain from India in 2013, up +11% on 2012 (see chart below), with expenditure figures growing by +32% to a record £441m ($750m) in nominal spend. Indians now only rank behind the Chinese in terms of total value.

 

Due to the upsurge, work is underway to strengthen tourism ties between the two countries.

 

In January this year, tourism trade association, UKinbound, and the European Tour Operators Association (ETOA) signed a memorandum of understating with their respective counterparts in India to maintain strong business relationships to generate more tourism in the coming years.

 

 

VisitBritain’s research suggests that the number of annual visits to Britain from India has the potential to reach half a million visits by 2020. Another core destination for Indians is Switzerland where, in 2012, Tourism Economics estimates there were 218,000 visits from Indians.

 

‘HUGELY VALUABLE’

Keith Beecham (left), Interim CEO of VisitBritain, says: “China grabs the headlines but the Indian market is one of our most loyal and the largest in volume of all of the BRICs. Indian visitors have a higher propensity to travel beyond London, so they are a hugely valuable market in terms of spreading the regional benefits of international tourism across the country.”

 

According to OTOAI the Indian national, organisation representing India’s outbound tour operators and travel agents, Indian outbound tourism is expected to rise. OTOAI President, Guldeep Sahni, says: “The new government has promised to prioritise the Indian tourism industry, and the rupee is becoming stronger. Indians are high spenders and, with more families moving towards the upper middle class segment, there will be an upward trend in travellers from India.”

 

Indian perceptions of the UK are very positive according to a 2013 Anholt GfK Nation Brand Index. Respondents from India rated Britain third out of 50 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 the UK. 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 ‘visit Buckingham Palace’ (29%), ‘view London from the Shard tower / London Eye’ (24%), and ‘take the mountain train up Snowdon’ (21%).