Karnataka Turns to UK Roadshows to Revive NRI Tourist Footfall

The Karnataka State Tourism Department is participating in the WTM London 2026 roadshow, scheduled from November 2 to 6, amid a decline in the number of Non-Resident Indian (NRI) tourists visiting the State.

WTM London 2026 is described as a premier global meeting place for travel industry and hospitality industry professionals, stakeholders and others to showcase tourist destinations and attend sessions focused on improving tourism.

Around 180 countries are participating in the event, which has more than 4,000 exhibitors and over 40,000 participants.

Roadshows expand to Manchester and Birmingham

A senior official from the Tourism Department said the roadshows and sessions were being held in Manchester and Birmingham for the first time.

“Earlier, a lot of NRI tourists came to Karnataka for tourism. Post the COVID pandemic, the number of tourists visiting places have reduced to more than 50%. We want to revive this footfall through our roadshow,” the official said.

The official said tourists were now visiting destinations such as Maldives, Bali, Abu Dhabi and other countries in the Middle East.

The department is seeking to attract those tourists back to Karnataka while also promoting State tourism among other foreign visitors, particularly those from London, Germany, the U.S. and Australia.

The roadshows therefore form part of the department’s effort to promote Karnataka’s tourist places in markets identified by the official as important sources of foreign visitors.

Karnataka’s attractions to be presented

According to officials, around nine people have been selected to participate in the event and promote State tourism.

The participants will put up posters and use audio-visual displays of tourist places in Karnataka on an LED screen.

They will also explain the importance of these places to participants, along with the accommodation facilities available, ease of travel and other options.

The presentation will give the department an opportunity to place information about Karnataka’s destinations, travel access and accommodation before participants at the roadshow.

The Tourism Department’s approach combines destination promotion with information on practical issues that can influence travel decisions, including accommodation and ease of travel.

Department expects recovery in tourist footfall

Through the roadshow, officials hope to attract more NRIs to the world famous places in the State.

The department expects this to happen by the end of this year or at the beginning of next year’s tourism season.

The initiative follows the Tourism Department’s assessment that the number of tourists visiting places in Karnataka has reduced to more than 50% after the COVID pandemic.

Its immediate focus is to revive NRI footfall, while the wider promotion also targets foreign tourists from London, Germany, the U.S. and Australia.

The department is using the WTM London 2026 platform and the first-time roadshows in Manchester and Birmingham to make that promotional pitch.

Source: The Hindu