This launch is part of the company's strategy to divert visitor traffic from India beyond London.
VisitBritain will be launching mono itineraries to regional gateways and the English countryside for the Indian market in 2019. This launch is part of the company's strategy to divert visitor traffic from India beyond London. Presently, India is its number 2 value market, globally.
Tricia Warwick, Director, Asia Pacific, Middle East & Africa, Visit Britain, said, "We have repeat visitors from India experiencing the tried and tested itineraries in London, since 68% of them undertake dedicated city tours. Our strategy in India for 2019 is to launch mono itineraries to divert traffic to the English countryside. The direct flights into the regional gateways of Edinburgh, Newcastle, Glasgow, Manchester and Birmingham will help fuel growth beyond London through open jaw itineraries. Visitors may fly to one of these destinations and depart from London."
"VisitBritain will undertake co-operative marketing activities with tour operators like Thomas Cook and Cox & Kings, online travel agent Wego and telecom service provider, Jio in the Indian market. “Our focus through these joint marketing strategies would be to spread the word about unexplored regions in Britain and amply visitor traffic beyond London. Their brochures will play a crucial role in this regard since 40% business from India to VisitBritain is through GIT itineraries that are still London-centric," she further stated.