30 Minute Interview

‘We will increase our emphasis on online media’

VisitBritain's specialist programme seems to be in its embryonic stage at present but things may crystallise later this year for the trade. Paramjit Bawa, its country manager (India), speaks about the board's India-specific plans and strategies for 2007-08 in an interview with Reema Sisodia

Paramjit Bawa VisitBritain Country Manager (India)

What are the new initiatives that VisitBritain has planned for the Indian market?

We have set up an online shop (www.visitbritain.com/shop) where consumers can log on and buy Britain products in India before they travel. Products include train and tube passes, oyster cards, attraction tickets like Madame Tussaud's and London Eye, theatre tickets, etc. This saves the traveller the bother of standing in long queues in Britain, saving precious forex and since this is the authorised site of the British Tourist Authority, the consumer has the confidence of getting authentic products. There are also discounts offered to the travel trade for quantity purchases so it can use this value-add facility to benefit their customers as well.

What are the new regions and attractions that you will promote?

We will be specifically showcasing England's North Country (ENC) this year in our campaigns as the IIFA awards are being held in Yorkshire (part of the North Country) in June. There is also increasing interest in Cumbria and the Lakes District which are also part of this region. Our ENC campaign will be sub-titled 'The Undiscovered Treasure'. We also plan to focus on Punjab later this year to strengthen the already widespread perception of Britain as a popular destination. We will also continue to promote Scotland, Wales and other parts of Britain through specific activities.

Is there any change in the marketing strategy?

We will increase our emphasis on online media, as part of our global VisitBritain philosophy of "putting the web at the heart of everything we do". We also plan to work closely with the travel trade to make ourselves increasingly user-friendly to the end-consumer through various joint campaigns and promotions.

Are there any special packages for the trade?

We are very keen to work with the trade. We want them to use our online shop as a value-add for their customers. Also, as before, we will continue to host the travel trade on FAM trips.

Is VisitBritain also aiming to work with select agents and float a specialist programme?

There are some ideas in the concept stage in this regard, some of which may crystallise later this year. Details would be shared with the trade as and when this happens.

What is the support you receive from the British national carrier for tourism promotion?

We work closely not only with British Airways, but also with other carriers servicing Britain, such as Jet Airways and Virgin Atlantic.

Are there any specific issues with regards to the visa processes that are being worked out to make it more user friendly?

A new biometrics system for identity verification is being put in place that will be effective in preventing visa fraud and will make the process convenient and quick. This should come into place within the next 12 months. This will drastically reduce the need for documentation and repetitive processes will be eliminated.

What are the new initiatives in the area of MICE?

We now have a dedicated section on our website where business and MICE enquiries can be entered directly. These enquiries are addressed by our Business Visits & Events Division in London. These enquiries are also forwarded to any potential partners who could contribute to supporting the enquiry, (for example accommodation or conference venue providers).

VisitBritain organises a specific MICE B2B conference called 'Discovery' every two years in Britain, and VisitBritain India hosts a number of MICE specialists to this conference. In 2006 it was held at York and we took several leading MICE operators along. It was a forum for expanding their business to UK, where they could have networking sessions with leading suppliers from the UK over a period of two days. The next 'Discovery' is in 2008.