A major international tourism push is underway to attract visitors from India to the North of England.
Launched under The Great North banner, the campaign brings together cities, regions, and businesses to showcase the area as a connected and compelling destination.
With India forecast to become a £1.5 billion inbound visitor market for the UK by 2030, up 71 per cent from 2026, northern leaders see a significant opportunity to capture a larger share of visitors, encourage longer stays, and boost spending across the region.
Kim McGuinness, North East Mayor and chair of The Great North, said: "We want Indian visitors to enjoy everything Britain has to offer, but to travel further, stay longer and experience more.
"From our great cities and spectacular landscapes to Premier League football, international cricket, castles, culture and coastline, the North has an incredible amount to offer.
"By bringing our regions together through The Great North, we're putting the North of England on the international stage."
The campaign was highlighted during the first-ever joint North of England Mayoral trade mission to India, where northern mayors, VisitBritain, and tourism partners promoted the region to 150 Indian travel buyers and media in New Delhi and Mumbai.
This promotional activity falls under The GREAT Britain & Northern Ireland Campaign, which aims to enhance the UK’s global reputation and drives economic growth by encouraging international audiences to visit, study, trade and invest in the UK.
Steve Rotheram, Mayor of the Liverpool City Region, said: "The Liverpool City Region has so much to offer Indian visitors.
"We’re the UK’s cultural capital, home to The Beatles, two Premier League football clubs and an internationally renowned music, arts and cultural scene.
"India’s growing tourism market presents a fantastic opportunity for the entire North, and through The Great North, we want to showcase the very best our regions have to offer."
VisitBritain forecasts 597,000 visits from India to the UK this year, with spending expected to reach £865 million.
The goal is to make it easier for the international travel trade to develop multi-destination itineraries in the North, encouraging visitors to explore further and stay longer.
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Relations built during the trade mission will continue to develop during Spotlight Manchester: Gateway to Northern England and North Wales, taking place in November.
The event will bring Indian travel buyers and media to the region to experience its visitor offer first-hand.
Tracy Brabin, Mayor of West Yorkshire, said: "From Bronte Country to bustling nightlife, Hepworth to Hockney, West Yorkshire has so much culture at its heart.
"As the partnership of the Great North, we can showcase our spectacular sights, vibrant culture, and encourage more people to explore our regions."