VisitBritain is positioning itself to compete for Chinese visitors by encouraging them to explore Britain through its diverse regional gateways.
As travel demand from China continues to recover, Patricia Yates, the CEO of VisitBritain, is visiting Beijing and Shanghai this week to promote the country’s regional tourism offerings and drive growth from Chinese visitors across Britain’s nations and regions.
During her visit from October 21 to 25, 2024, Yates is engaging with leading figures in China’s travel industry, including discussions with major players such as Trip.com.
These conversations aim to understand the key motivations behind Chinese outbound travel and explore how digital booking tools and platforms can be leveraged to attract higher-spending visitors. In a rapidly evolving tourism landscape, competing for these visitors is more crucial than ever, as their potential spending is forecast to make China one of Britain’s most valuable visitor markets in 2024.
According to VisitBritain’s latest research, China is expected to be the fifth most lucrative source market for UK tourism this year, contributing approximately £1.5 billion in visitor spending. By emphasizing regional gateways, VisitBritain hopes to disperse visitors beyond London, encouraging them to explore less-visited areas of Britain. Direct flights from China into regional hubs, such as Manchester, offer new opportunities to broaden itineraries and increase visitor spending in local economies.
Patricia Yates highlighted the importance of fostering connections with the Chinese market: “China is a very important visitor market for Britain, forecast to return as our fifth most valuable this year. Our work with the travel trade in China is crucial to boosting product and destination knowledge.” She also emphasized the importance of promoting Britain as a welcoming, culturally diverse destination with much to offer beyond its capital city.
In Shanghai, VisitBritain is hosting a trade workshop for 35 top Chinese travel buyers, in collaboration with Tourism Ireland and supported by British Airways. The workshop is focused on boosting awareness of premium British travel products, encouraging travel buyers to include these experiences in their future itineraries. This initiative is part of a broader strategy to enhance Britain’s presence in the Chinese market by positioning it as a top travel destination with rich regional offerings.
VisitBritain’s efforts also extend to capturing the attention of Chinese media, aiming to build excitement for Britain’s regional destinations. The organization is promoting these areas as part of its upcoming Starring GREAT Britain campaign, set to launch in early 2025. The campaign will leverage the appeal of famous film and TV locations to inspire Chinese visitors to explore Britain’s regions, which have often served as backdrops for globally renowned productions.
Film and TV Tourism on the Rise
One of the key elements in attracting Chinese visitors is capitalizing on their interest in film and TV tourism. According to VisitBritain’s research, 96% of Chinese travelers considering a visit to the UK expressed interest in visiting film and TV locations. To tap into this demand, VisitBritain has organized a series of film and TV-themed trips for journalists and influencers from China, showcasing famous filming locations across the UK.
These trips have taken influencers on a cinematic journey across Britain, from the Bridgerton-themed walking tour in Bath to exploring Manchester’s film locations, which have been featured in productions like Captain America and The Crown. The itineraries have extended from London to Birmingham, Oxford, and the Peak District, showcasing the UK’s rich cultural tapestry while promoting regional tourism.
Partnering with Airlines and Industry
To further boost tourism from China, VisitBritain is collaborating with industry partners, including Juneyao Air, which launched direct flights from Shanghai to Manchester in July 2024. The partnership is focused on increasing accessibility to Britain’s regions and making it easier for Chinese visitors to explore beyond the usual tourist hotspots.
Additionally, VisitBritain has teamed up with telecoms company CMLink to generate content that has reached millions of users on China’s popular social media platform RedBook. By targeting tech-savvy Chinese travelers through digital content, VisitBritain is making a concerted effort to position regional British destinations as must-visit locations.
Positive Growth Forecast for 2025
VisitBritain’s latest forecasts indicate a promising rebound in tourism from China, with an estimated 647,000 visits to the UK expected in 2024—up 76% from 2023. The organization projects that both visitor numbers and spending from China will return to pre-pandemic levels by 2025, further highlighting the importance of strengthening ties with Chinese travel trade and media.
By promoting regional gateways and leveraging cultural connections through film and TV tourism, VisitBritain is aiming to ensure that Chinese visitors not only return to Britain but stay longer and explore more of what the country has to offer. With this renewed focus on regional tourism and increased collaboration with industry partners, VisitBritain is setting the stage for long-term growth in one of its most valuable markets.
