New Delhi: VisitBritain India has partnered with Reliance JIO to promote travel to Britain in the lead-up to the biggest celebration of Cricket, this year being hosted by England and Wales.

VisitBritain and Reliance JIO have created a five-part Travelogue series with celebrity and social media influencer Tridha Choudhury to promote the best of Britain as she travels around the country experiencing the culture, food & drink as well as its sporting offer, inspiring more Indian travellers to book a trip right now. The series is scheduled to be aired on JIO TV from January 21 to 25 of 2019.

VisitBritain APMEA Director Tricia Warwick said, “India is a very important market for VisitBritain and we want the UK to be the number one destination globally for Indian travellers. A shared passion for cricket is a very strong connection between our countries. With this year’s ICC Cricket World Cup being hosted by England and Wales, it provides us with a fantastic and valuable opportunity to promote our associated destinations and tourism activities as well as the amazing experiences that Indian travellers can only have in Britain.

“We are working with partners in India including tour operators, OTAs, content partners and airlines to amplify our marketing reach and convert the aspirations to visit Britain this year into bookings, promote regional destinations and make it easier for visitors to explore more of our nations and regions. It is a great time to book a trip.”

VisitBritain is also inspiring visitors from India to put Britain at the top of the list as their must-visit destination through its ‘Find Your GREAT Britain, I Travel For…’ campaign launched last year.

The campaign is shining the spotlight on unexpected experiences and less explored destinations across Britain alongside its globally renowned and iconic landmarks and attractions to drive tourism from India. The content aligns the passions that motivate visitors from India to travel with experiences they can only have in Britain, inspiring them to book a trip right now.

Visitors from India stay longer and travel further in the UK than the average inbound visitor, spending more than half their time outside London. In 2017, Indian travellers stayed an average of 19 nights in the UK, more than two and a half times the all-market average of seven.

Visitors from India also rate the UK for its interesting and exciting contemporary culture, with the vibrancy of cities like Manchester and Liverpool holding huge appeal.

Latest forward flight booking data shows that bookings from South Asia to the UK are tracking up 7 per cent from January to June this year compared to the same period in 2018.