VisitBritain has appointed former Outlook Traveller Associate Editor Shreya Cheema as Communications Manager, India. Based in Mumbai, she brings strong editorial and brand communications experience, having worked across print and digital platforms and collaborated with global tourism boards and leading brands.
Shreya Cheema’s appointment as Communications Manager, India at VisitBritain marks a significant addition to the organisation’s outreach and storytelling efforts in one of its most important global markets. Bringing with her a strong editorial sensibility and a nuanced understanding of brand communications, Cheema steps into the role at a time when destination marketing is being reshaped by changing traveller expectations, digital-first narratives, and the renewed momentum of international tourism.
Based in Mumbai, Cheema will play a key role in shaping VisitBritain’s communications strategy for India, a market that continues to show strong outbound travel potential. Her position places her at the intersection of media relations, content strategy, and brand representation, with the task of articulating Britain’s tourism proposition in a way that resonates with Indian travellers. As travel decisions become increasingly influenced by storytelling, authenticity, and cultural connection, her editorial background is expected to bring depth and clarity to VisitBritain’s engagement in the region.
Cheema joins VisitBritain after a successful three-year stint at Outlook Traveller, where she most recently served as Associate Editor. During her time at the publication, she worked across both print and digital platforms, helping shape travel narratives that blended inspiration with practical insight. Her role involved close collaboration with global tourism boards and marquee brands, giving her first-hand experience of how destinations position themselves in competitive markets and how media partnerships can amplify reach and credibility.
At Outlook Traveller, Cheema was known for her ability to translate complex travel experiences into compelling stories that appealed to a discerning audience. She engaged with a wide spectrum of stakeholders, from tourism authorities and hospitality brands to airlines and cultural institutions. This exposure not only honed her editorial judgment but also deepened her understanding of how brand objectives and audience interests can be aligned through thoughtful communication.
Her transition from editorial leadership to a destination marketing role reflects a broader trend within the travel and tourism sector, where content expertise is increasingly valued as a strategic asset. As travellers seek more meaningful and personalised experiences, destinations are under pressure to move beyond traditional promotional messaging. In this environment, communicators who understand both storytelling and brand strategy are seen as essential to building long-term engagement.
In her new role at VisitBritain, Cheema is expected to leverage this experience to strengthen the organisation’s presence in India’s media and travel ecosystem. VisitBritain, the UK’s official tourism agency, has long relied on strategic communications to position Britain as a diverse and dynamic destination, highlighting everything from heritage and culture to contemporary lifestyle, entertainment, and regional experiences. Cheema’s familiarity with Indian media landscapes and audience preferences positions her well to tailor these narratives effectively.
Her Mumbai base places her at the heart of India’s commercial and media hub, enabling close collaboration with journalists, influencers, and industry partners. This proximity is likely to be an advantage as VisitBritain continues to engage with travel trade, airlines, and tourism stakeholders across the country. Effective communication in such a market requires not just creativity but also cultural sensitivity and an understanding of how travel aspirations differ across regions and demographics.
Cheema’s editorial career has been marked by an ability to adapt to changing formats and platforms, a skill that will be particularly relevant in her new role. The rise of digital storytelling, social media, and influencer-led content has transformed how destinations communicate with potential travellers. VisitBritain’s campaigns increasingly rely on integrated narratives that span traditional media, digital platforms, and experiential activations. Cheema’s experience working across print and digital at Outlook Traveller equips her to navigate this complexity with confidence.
Her work with global tourism boards has also given her insight into the competitive dynamics of destination marketing. With travellers having a wide array of international options, standing out requires clarity of positioning and consistency of message. Britain’s tourism offering is multifaceted, encompassing historic landmarks, natural landscapes, contemporary culture, and evolving culinary and creative scenes. Communicating this breadth without diluting the brand message is a challenge that will form a key part of Cheema’s mandate.
Beyond external communications, her role is likely to involve internal coordination with VisitBritain’s global teams to ensure alignment between local market strategies and overarching brand goals. As India remains a priority source market for UK tourism, insights from on-ground communications play an important role in shaping broader campaigns. Cheema’s understanding of Indian consumer behaviour and media dynamics can help inform these strategies, ensuring that global narratives are locally relevant.
Her appointment also underscores VisitBritain’s recognition of the importance of strong local leadership in international markets. By bringing in a professional with deep roots in Indian travel media, the organisation signals its intent to engage more meaningfully with Indian travellers through credible, well-crafted stories. This approach aligns with a wider industry shift towards authenticity and long-term brand building rather than short-term promotional pushes.
For Cheema, the move represents an evolution from chronicling travel experiences to shaping how a destination presents itself to the world. While the skills of curiosity, storytelling, and audience understanding remain central, the context shifts from independent editorial judgment to strategic brand communication. This transition, however, is increasingly common in an industry where content and communication are deeply intertwined.
As international travel continues to rebound and evolve, the role of communicators like Cheema becomes ever more critical. Travellers today are not just looking for places to visit, but for stories that reflect their values, interests, and aspirations. In this landscape, VisitBritain’s ability to connect with Indian audiences will depend on how effectively it can tell Britain’s story in a way that feels relevant, inspiring, and trustworthy.
Shreya Cheema’s appointment as Communications Manager, India, thus comes at a pivotal moment. With her editorial experience, brand collaboration background, and understanding of both global tourism narratives and Indian media sensibilities, she brings a well-rounded perspective to the role. As she begins this new chapter with VisitBritain, the focus will be on how these strengths translate into compelling communication that deepens India’s engagement with Britain as a travel destination.
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