UKinbound member, TravelAd, connects brands, attractions and experience with inbound travellers, allowing businesses to engage high-value audiences through personalised, location-based campaigns delivered via SMS or WhatsApp upon arrival. In this guest blog, UK Country Manager, Paul Black, explores the Emerging Digital Tourist and the role they will play in the future of inbound tourism.
Traditionally, UK tourism campaigns have focused on established markets: the US, France, Germany, Ireland, and Spain. But that picture is changing fast. Emerging markets, such as India, Nigeria, Saudi Arabia, the UAE, and Indonesia, are now sending an increasing number of high-value travellers to the UK. These aren’t backpackers or last-minute bargain hunters – they are digitally savvy, status-conscious, and ready to spend on unique experiences.
According to VisitBritain’s 2024 Inbound Forecast, of the projected £34 billion in international visitor spend in 2025, £15 billion will come from outside the core five source markets. TravelAd’s own Q1 2025 internal data also shows sustained growth from India, Nigeria, and other emerging nations, highlighting a pattern that’s no longer anecdotal but consistent.
Why this matters
The expansion of the middle class in these regions is well-documented, and it’s changing everything.
- India’s middle class is projected to grow from 432 million in 2020 to over 1 billion by 2047
- By 2030, 66% of the global middle class will reside in Asia, representing 3.5 billion people
- Globally, the middle class is expected to drive an increase in consumption from $37 trillion in 2017 to $64 trillion by 2030, with a significant portion of this growth spent on lifestyle experiences, such as travel.
- Mastercard’s 2023 report showed a 38% year-on-year increase in outbound travel spend from emerging Asian markets
This is not speculative. These travellers are already booking, flying, spending – and in the UK’s case, arriving.
Emerging tourists are more deliberate in how they travel. They often stay longer because of distance and visa processing. They spend more on premium experiences, family travel, and shopping. Travel is aspiration – a life milestone shared online and remembered for years. They don’t want an itinerary built for a mass audience – they want personalised, meaningful and shareable moments, delivered at the right time.
What UK attractions need to do (now)
If the UK tourism industry wants to seize this moment, it must act intentionally. Attractions and destination marketers should:
- Build a marketing strategy that focuses on these essential aspects
- Localise for cultural preferences, not just language – highlight family inclusivity, halal options, and social media-friendly visuals.
- Create seasonal offers around Diwali, Eid, and school holidays. These holidays drive significant outbound travel.
- Invest in multilingual staff, guides, and signage – especially for second-language English speakers.
- Use digital-first touchpoints. Forget flyers – send curated content directly to their phones via privacy-compliant, opt-in platforms such as TravelAd.
The window of opportunity
Emerging Digital Tourists are already arriving by the millions. The only question is: are we ready for them?By shifting some focus (and budget) from saturated, traditional markets to these fast-growing segments, UK tourism can:
- Drive higher spend per visitor
- Fill off-peak demand periods
- Spread tourism beyond London and major cities
- Build long-term brand loyalty with the next wave of global travellers
At TravelAd, we are helping make that connection happen in real time – matching mobile-first travellers with experiences that matter, the moment they land. To find out more get in touch with Paul Black.
