VisitBritain launches campaign to grow inbound tourism from India

Britain’s national tourism agency, VisitBritain, has today (6 February) launched a major campaign to inspire more visitors from India to visit the UK.

The #OMGB (Oh My GREAT Britain) ‘Home of Amazing Moments’ marketing campaign rolls out with a 7-week paid digital and billboard campaign to showcase the amazing moments that can only be had on a trip to Britain.

VisitBritain Director Asia Pacific, Middle East & Africa (APMEA) Sumathi Ramanathan said:

“There are so many great things going on across our nations and regions this year from literary anniversaries to major sporting events. By showcasing the incredible experiences on offer we want to inspire even more visitors from India to come and discover their own amazing moments. It is a great time to come to Britain.”

The campaign creative, which includes images and a video filmed on locations across the UK, will appear online, on social media and on billboards in Delhi and Mumbai including at CyberHub, a main commercial area in Delhi, and at Mumbai’s Haji Ali Main Junction.

VisitBritain is also working with partners to launch tactical offers and create tailored destination content to build on the momentum of the ‘Home of Amazing Moments’ campaign and drive bookings from India to the UK.   

Britain’s visitor attractions, hotels and shops all offering good value for Indian travellers right now. At the end of January the UK was 13% more affordable for visitors from India than it was the same time last year. 

Flight booking data from ForwardKeys shows that bookings from India to the UK for the first six months of 2017 are up 2% compared to the same period last year.

The latest quarterly figures show that from July to September 2016 there were 139,000 visits from India to the UK, on par with the same period the previous year, with Indian visitors spending £142 million, up 14% on the same period in 2015.

The #OMGB ‘Home of Amazing Moments’ marketing campaign is part of the UK Government’s global GREAT Britain campaign, which showcases the very best of what Britain has to offer as a place to visit, study and do business.

VisitBritain’s forecast for 2017 shows that overall inbound tourism growth is set to continue with 38.1 million visits, up 4% on 2016 which is likely to see about 36.7 million visits by year end.

Spending by overseas visitors is predicted to reach £24.1 billion in 2017, an 8% increase on spending last year which is expected to top out at £22.3 billion.


Notes to editors:

Events, attractions and celebrations in Britain in 2017:

  • England’s ‘Year of Literary Heroes’ will celebrate literary anniversaries and milestones including the 20th anniversary of the first Harry Potter book, the 200th anniversary of Jane Austen’s death and the 15th anniversary of the first Sherlock Holmes publication
  • Wales will pay tribute to epic myths and legends of yore with the ‘Year of Legends’
  • Scotland is set to celebrate its rich past during the ‘Year of History, Heritage and Archaeology’
  • Hull – the UK City of Culture 2017
  • 2017 ICC Champions Trophy in June at grounds in Cardiff, London and Birmingham.
  • The 25th anniversary of the Premier League
  • 2017 ICC Women’s Cricket World Cup final will be held at Lord’s Cricket Ground
  • 70 years of the Edinburgh festivals – the city will be transformed like never before with music, science, film, art, theatre, dance, literature and storytelling.
  • 2017 World Athletics Championships and World Para Athletics Championships in July and August
  • 2017 Women’s Rugby World Cup will be held in Belfast
  • New Hadrian’s Cavalry exhibition at Hadrian’s Wall
  • Glynn Vivian Art Gallery in Swansea, Wales, will host the Leonardo da Vinci: Ten Drawings from the Royal Collection
  • British Music Experience moves from London to Liverpool – the new permanent attraction opens at the historic Cunard Building on the Pier Head in February 2017