Sports Tourism, Regional Experiences and Strong UK-India Connections Drive New Opportunities for Visitor Growth
The West Midlands took centre stage as VisitBritain hosted a delegation of leading women executives from India’s travel trade industry during the ICC Women’s T20 World Cup, highlighting the region’s growing appeal to Indian travellers and reinforcing tourism ties between the United Kingdom and India.
Timed to coincide with India’s participation in the global cricket tournament, the six-day familiarisation programme brought together nine influential travel trade partners from India, offering them first-hand experiences of the West Midlands’ diverse tourism attractions, rich cultural heritage, sporting infrastructure and contemporary visitor experiences.
The initiative forms part of VisitBritain’s broader strategy to strengthen engagement with one of the UK’s fastest-growing inbound visitor markets while encouraging Indian travellers to explore destinations beyond London and discover the wider tourism offerings across Britain.
Cricket Provides the Perfect Tourism Platform
A major highlight of the programme was attendance at India’s Group 1 match at Birmingham’s iconic Edgbaston Stadium on June 14, providing delegates with an opportunity to experience one of Britain’s premier sporting venues while witnessing international cricket action.
The event also brought together senior representatives from tourism, government and business sectors, underlining the importance of sports tourism as a catalyst for economic growth and international visitor engagement.
Among the distinguished guests were Harjinder Kang, His Majesty’s Trade Commissioner for South Asia and British Deputy High Commissioner for Western India; Richard Parker, Mayor of the West Midlands; Louise Bryce, Partnerships Director at VisitBritain; Julie Nugent, Chief Executive of Coventry City Council; and Natalie Keogh, Director at E.ON UK.
The gathering highlighted how major sporting events are increasingly being leveraged to promote regional tourism, strengthen international relationships and create lasting visitor experiences.
Discovering the Heart of England
Beyond the cricket stadium, delegates were introduced to some of the West Midlands’ most compelling tourism attractions.
The itinerary included visits to Birmingham and the historic town of Stratford-upon-Avon, internationally renowned as the birthplace of William Shakespeare. Participants explored cultural landmarks, heritage attractions and visitor experiences associated with Shakespeare’s England, gaining insight into the region’s unique blend of history, culture and modern urban development.
The programme also facilitated meetings with tourism stakeholders and industry partners across the West Midlands, enabling discussions on future collaboration, destination promotion and travel product development tailored to the Indian market.
By showcasing both iconic attractions and lesser-known experiences, VisitBritain sought to demonstrate the region’s ability to cater to a wide range of visitor interests, from heritage and literature to shopping, gastronomy, sporting events and family travel.
India Emerges as a Key Growth Market
India continues to be one of the United Kingdom’s most important and rapidly expanding tourism source markets.
According to VisitBritain projections, visitor arrivals from India are expected to increase from approximately 650,000 in 2025 to nearly one million by 2030. Visitor spending is forecast to exceed £1 billion in 2026, reflecting the growing economic significance of the Indian market for Britain’s tourism industry.
The upward trajectory is being driven by a combination of factors, including stronger air connectivity, increasing disposable incomes, expanding business relationships, educational links and deep-rooted cultural connections between the two nations.
Commenting on the importance of the market, Harjinder Kang, His Majesty’s Trade Commissioner to South Asia and British Deputy High Commissioner for Western India, said:
“The UK and India share a strong and growing economic partnership, with deep creative and industry ties at its core. Tourism plays a vital role in that relationship by driving business links, supporting growth and strengthening the people-to-people connections that bring our two countries closer together.
“As demand from Indian travellers continues to rise, we are seeing greater interest in exploring more of the UK. I am delighted to see leaders from India’s travel trade experiencing the West Midlands first-hand. This type of engagement will help deepen these bonds for years to come.”
Growing Demand for Regional Britain
The visit reflects a broader shift in travel behaviour among Indian visitors, many of whom are increasingly seeking experiences beyond the traditional gateway destinations.
VisitBritain research indicates that more than half of Indian visitors spend at least part of their stay outside London, signalling growing interest in regional destinations offering authentic cultural experiences, heritage attractions, sporting events and contemporary city breaks.
The West Midlands is particularly well positioned to benefit from this trend. Home to internationally recognised attractions, diverse communities, world-class sporting venues and vibrant cultural experiences, the region offers Indian travellers an appealing alternative to conventional tourism itineraries.
Strong aviation connectivity further supports this growth. More than 170 weekly flights currently operate between India and the United Kingdom, including direct services to Birmingham, making the region increasingly accessible for leisure, business and visiting friends and relatives (VFR) travel segments.
Richard Parker, Mayor of the West Midlands, emphasised the importance of strengthening tourism and economic links with India.
“It is always a pleasure to welcome our friends from India. The bond we have built over generations is stronger than ever, and with more than 200,000 residents of Indian origin living in our region, there has never been a better time to grow our trade and tourism links.
“My focus now is on turning that deepening relationship into real economic growth, with increased visitor numbers and investment driving new jobs and opportunities across the West Midlands.”
Sports Tourism Powers Travel Demand
The programme also underscores the growing role of sports tourism in attracting international visitors and stimulating regional economic activity.
Britain’s packed sporting calendar continues to serve as a powerful tourism driver. Alongside the ICC Women’s T20 World Cup, the country is hosting a series of globally significant sporting events, including India’s men’s cricket tour of England, Wimbledon, the Formula One British Grand Prix, the Commonwealth Games and the Premier League season.
These events provide international visitors with opportunities to combine sporting experiences with wider leisure travel, encouraging longer stays and increased spending across multiple destinations.
According to VisitBritain, approximately 2.2 million annual visits to the UK include attendance at live sporting events, generating an estimated £2.3 billion in visitor expenditure.
Gary Robson, Deputy Director for Europe, GCC and India at VisitBritain, highlighted the potential of sports tourism in driving future growth.
“India is one of our most valuable and fastest-growing visitor markets, with enormous potential for continued expansion. The UK’s unrivalled calendar of major sporting events presents a fantastic opportunity for visitors to explore beyond the traditional gateways and discover more of what Britain has to offer.
“Our travel trade partners play a critical role in connecting travellers with these experiences and inspiring them to explore more of Britain’s regions.”
Strengthening Future Tourism Partnerships
The West Midlands programme forms part of VisitBritain’s ongoing efforts to deepen relationships with the Indian travel trade, support regional tourism growth and diversify visitor itineraries across the United Kingdom.
As visitor demand from India continues to accelerate, initiatives that combine sports tourism, cultural experiences and regional destination promotion are expected to play an increasingly important role in attracting high-value travellers and supporting sustainable tourism development.
With strong aviation links, growing commercial ties and a shared passion for cricket, the partnership between the UK and India continues to create new opportunities for tourism growth, economic collaboration and cultural exchange.
