VisitBritain is intensifying its efforts to lure high-spending tourists from India and China, with Newcastle emerging as a focal point in its strategy to rejuvenate the UK's tourism sector post-pandemic.
The national tourism agency has identified these two rapidly growing markets as crucial for recovery, with projections indicating a significant surge in visitors from both countries over the next decade.
Newcastle: The Northern Gem
Newcastle-upon-Tyne, with its rich history, vibrant cultural scene, and renowned football culture, has been earmarked as a prime destination to showcase Britain's diverse offerings beyond London.
The city's recent investments in infrastructure and hospitality are expected to make it particularly appealing to Asian travellers seeking authentic experiences.
Strategic Marketing Push
VisitBritain plans to:
- Launch targeted digital campaigns on popular Chinese and Indian platforms
- Collaborate with airlines to increase direct flight connections
- Develop tailored itineraries highlighting Newcastle's industrial heritage and modern attractions
- Train local businesses in cultural sensitivities to better serve Asian visitors
This initiative comes as latest figures show tourism spending still 20% below pre-pandemic levels, with the agency hoping to close this gap through focused international marketing.
Economic Potential
Industry analysts predict:
- Indian tourists could contribute £500 million annually to the UK economy by 2025
- Chinese visitors may surpass pre-pandemic spending levels by 2024
- Newcastle could see a 30% increase in international visitors within three years
The campaign forms part of the government's broader strategy to position Britain as a premium global destination while supporting regional economies outside the capital.
