Red carpet for the incredible Indians

Q&A: KEITH BEECHAM

Come one, come all... again and again, seems to be Britain's new tourism policy for India. Keith Beecham gives Neha Bhatt details of the welcoming strategy.

What's VisitBritain's strategy to get more Indian tourists?

Indian outbound travel is booming and we want to make sure Britain rides the wave. We are looking to tap into three categories of Indian travellers. The first is the young, not just age-wise but in the mind. The second is the middle-aged, urban, family type, and then comes the business traveller, the high-end individual.

How will your campaigns target these three categories?

One of our strategies is the Dynamic Britain Campaign through which we make the young traveller re-think what Britain has to offer by way of the music, sports and fashion that it represents and inspires. Another, called Classic Britain, is meant for the middle-aged traveller whom we reassure about places they already know about, and add to those stories. These campaigns will lead up to the 2012 Olympics in London.

How would British music, fashion and sports work for Indians?

Using music could be an entry into the Indian lifestyle. We want to get Indians to appreciate British music and show them what inspires these sounds. We're also using sportsmen to showcase the spirit and lifestyle of Britain.

Is it easy for Indians to travel around Britain?

The Indian driving licence is valid there for a year, so hire a car and drive around.

What do Indians look for when they travel to Britain?

The most important element is Indian food, which is big in Britain in any case. Also, vegetarian food, so we have a special booklet to take care of that. Next, big brand shopping is extremely popular among Indian visitors.

Are there bread & breakfasts that cater specifically to Indians?

I'm not sure but it's certainly an option we should explore.

What kind of revenues do Indian tourists generate in Britain?

In 2005, Indians spent £226 million; there was a huge jump to £315 million in 2006. We are looking at an estimated one million Indian visitors to Britain in the next 10 years, which is a realistic forecast going by today's trends.