EXPERIENCE A ‘TASTE OF ASIA’ IN BRITAIN’S CURRY CAPITAL

New short break package showcases Leicester’s vibrant and colourful Asian culture, cuisine and spectacular Diwali celebrations

Visitors to Leicester now have a unique opportunity to experience a ‘Taste of Asia’ for themselves in the official Curry Capital of Britain. The Taste of Asia short break package has been put together by Leicester Shire Promotions to showcase the city’s vibrant Asian culture and exotic gastronomy, and this year, visitors can also enjoy the city’s Diwali celebrations – the largest outside of India.

Aimed at lovers of food and drink, the Taste of Asia package is the first of its kind in the Midlands and includes cookery demonstrations at some of the best Indian restaurants in the city, an Indian spice tour, kitchen viewings, and a guided walking tour of the city’s world famous Belgrave Road – also known as the Golden Mile. Belgrave Road is home to a large array of glittering silk, saree and jewellery boutiques, authentic Indian herb and spice stores, and some of the best Asian restaurants in the country. The package also includes huge discounts on superb hotels and Asian restaurants in the area. This year the short break package is being offered to coincide with Leicester’s vibrant Diwali celebrations at no extra cost. For more information on the Taste of Asia short break, visit www.goleicestershire.com

Leicester’s Diwali lights on Belgrave Road will be switched on at a special ceremony on Sunday 28 October. There will be more celebrations and a firework display on Cossington Street Recreation Ground on Diwali Day, Friday 9th November. The Taste of Asia short break will include a free guided tour of the festivities taking place in the Belgrave area, on either of these dates.

Martin Peters, Chief Executive of Leicester Shire Promotions, said: “The Taste of Asia experience is unique to the region and something of which we are very proud. The break provides a perfect reason for local people to invite friends and family to the city. We are often asked for ideas on how local residents can entertain visiting friends and family – the Taste of Asia break has something for everyone, especially fans of Indian cuisine. The inclusion of Leicester’s spectacular Diwali celebrations into the short break getaway will really offer something quite exceptional.”

Earlier this year and for the first time in the competition’s history, Leicester won the prestigious title of ‘Curry Capital of Britain 2007’. Organised by Menu Magazine, the annual competition has been running for seven years and is contested by 16 major UK cities.

About Diwali:
The Diwali festival, also called Deepavali, is a major Indian event that is observed by Hindus, Jains and Sikhs around the world. Known as the ‘Festival of Light’, Diwali symbolises victory of good over evil with lamps lit as a sign of celebration and hope for humankind. The city’s Golden Mile will be lit up with thousands of colourful lights and decorations to mark the arrival of the festival. Asian dancing and singing along with an explosive and colourful laser and firework display will add to the vivacious, vibrant atmosphere. For more information on the Leicester’s Diwali celebrations, organised by Leicester City Council and Leicester Hindu Festival Council, visit www.leicester.gov.uk/diwali

About Leicester Shire Promotions:
Leicester Shire Promotions is a private, not-for-profit company formed in July 2003 as a partnership between Leicester City Council, Leicestershire County Council and the Leicester Shire Economic Partnership. The company is the Destination Management Organisation (DMO) responsible for promoting Leicester, Leicestershire and Rutland to visitors and investors, based on a coordinated place marketing strategy that focuses on destination leadership and coordination, attracting investors and visitors, services for investors and visitors, and services for the tourism industry. For more information, please visit www.goleicestershire.com