The demography of Indian visitors to Great Britain is changing. In an exclusive interview with Financial Express Online, Sandie Dawe, chief executive officer, VisitBritain, stated, "There are now more first-time Indian visitors to the UK. Also we have seen an increase in the number of younger independent travellers, not only from the big cities like Mumbai, Delhi and Kolkata but also from the tier II cities." She attributed this to the increased connectivity of not only British Airways but also Indian and Middle Eastern airlines. Passengers on BRIC routes showed a 6.9 per cent increase in 2013. While London continues to remain the main draw, other gateways like Edinburgh, Manchester and Bristol too have shown increased traffic.
Dawe also revealed that VisitBritain, the national tourism agency for marketing Britain overseas, will be launching a new campaign called 'Countryside is GREAT' under the ongoing GREAT series. The new campaign will roll out in early 2015.