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[dropcap]M[/dropcap]umbai: VisitBritain has launched a new marketing campaign in India to boost tourism to Britain. The ‘Find Your GREAT Britain, I Travel For’ digital marketing campaign was officially launched at an evening reception hosted by VistiBritain with the UK Minister of State for Trade and Export Promotion Baroness Rona Fairhead, as part of the India-UK Createch Summit in Mumbai. The event was attended by more than 200 delegates from the travel trade industry across India, 50 UK businesses representing transport, technology, healthcare, film and music and a further 150 Indian businesses from a variety of industry sectors.
As well as VisitBritain’s campaign launch, the event showcased the latest innovations in British food and drink with a cooking demonstration by British celebrity chef Tommy Miah, known as the “Curry King” in Britain. The reception also showcased events and activities to promote ‘The Great Exhibition of the North,’ one of the largest cultural events taking place from June to September this year in celebration of culture, art and design from across the north of England.
VisitBritain Chief Executive Sally Balcombe said: “India is an important inbound tourism market and a huge opportunity for VisitBritain. Our new campaign builds on the strong growth we have seen in visits from India by showcasing that Britain is bursting with fun activities, adventure and new experiences to come and discover right now.
“From our exciting and contemporary culture to innovations in food and drink, from exploring the natural beauty of our stunning countryside to the vibrancy of our cool cities, Britain is packed full of amazing experiences all year round,” Ms. Balcombe added.
Ms. Balcombe said: “By shining a spotlight on wonderfully unexpected experiences and less-explored destinations, alongside Britain’s globally renowned and iconic cultural landmarks and attractions, we want to inspire even more visitors from India to book a trip.”
The first phase of VisitBritain’s campaign is rolling out from the 7th February for eight weeks with the launch of short films across Facebook and Instagram in India.
Research by VisitBritain shows the powerful influence social media has in positioning Britain as a destination of choice for international visitors, with 89% of those surveyed having used social media at some stage of their holiday. Indian visitors to Britain are some of the most likely to share photograph and videos of their holiday online, helping spread the message to family and friends that Britain is a must-visit-now destination.
More visitors from India are visiting Britain than ever before. The latest official statistics show that there were a record 436,000 visits from India to Britain from January to September 2017, up 32% compared to the previous year. Visitors from India spent record £355 million in Britain during this period, up 7% compared to 2016.
The ‘Find Your GREAT Britain, I Travel For’ 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.
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