National Tourism Office to leverage on new marketing strategy to achieve the objective of one million Indian visitors to Britain within the next ten years. Britain's National Tourism Office, VisitBritain, embarked on a new marketing strategy for the Indian market in 2008 as the year presents a host of opportunities to encourage Indian outbound travellers to experience its range of classic, dynamic and luxurious destinations across Great Britain. 2008 marks Liverpool's position as European Capital of Culture, welcoming nearly two million additional visitors to enjoy a calendar of over 300 events throughout the year.  It is also the year that London takes the torch from Beijing as host city for the 2012 Olympic Games and Paralympic Games and Britain, as host nation, begins a four-year, nationwide Cultural Olympiad.

VisitBritain India has put together a strategy involving a few key campaigns, moving from a tactical approach to a more strategic approach in marketing Britain in the Indian market. These campaigns will integrate VisitBritain's activities with both consumers and the travel trade. The marketing initiatives will be customized for the Indian market but will run in tandem with other regional markets in Asia-Pacific, Middle East and Africa. It will also increase its emphasis on online media in India.  It has also set up an online shop (www.visitbritain.co.in/shop) where consumers can log on and buy Britain products in India before they travel.

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