China Welcome Workshop | Visit Shakespeare’s England


Monday 3 July 2023
13:00 – 16:00
The British Motor Museum, Warwickshire

We are pleased to invite UKinbound members to the first in our new series of China Welcome Workshops, in partnership with Guanxi and Visit Shakespeare’s England.

In 2019, China ranked number one in the world for international tourism expenditure, and was the UK’s second most valuable source market with visitors spending £1.7bn. The regional spread of Chinese visitors is high with visitors spending 65% of their nights in the UK outside London. And, after being unable to travel for over three years, the pent-up demand for international travel and appetite for visiting the UK is as high as ever.

As Chinese borders re-open, we are launching a new series of training courses to ensure that tourism businesses throughout the UK are ready to deliver the biggest and best welcome to this sorely missed, and highly valuable market. The first of these will be hosted by the British Motor Museum and Shakespeare’s England.

This three-hour training workshop will cover everything you need to know about the Chinese market, and prepare you and your teams for the return of Chinese visitors.


  1. The top-line facts and figures about Chinese outbound travel, with a focus on travel to the UK. We will look at the current travel situation and discuss the all-important question of how the market will develop over the next few years.
  2. Understanding cultural differences, motivations and priorities of the Chinese traveller. Why do the Chinese travel so widely and why are they choosing the UK?
  3. What has changed? We will explore the new types of travellers and post-pandemic trends emerging from China.
  4. Practical tips on how to improve your product, tailor your service, communicate with customers, and offer the best welcome to this new wave of Chinese visitors.


This course is ideal for travel, tourism and retail professionals working in customer-facing, operational or marketing and commercial roles. Whether you are completely new to the Chinese market, or are already a long-established brand in China, this course will bring new insights and benefits.

The session will last three hours including a coffee break, and will include a high level of active participation. The course will be delivered by Guanxi, a specialist consultancy in the Chinese travel market with clients ranging from tourist attractions and museums, to hotels and transport providers.


Date: Monday 9 July, 13:00 – 16:00
Venue: British Motor Museum, Banbury Road, Gaydon, Warwickshire, CV35 0BJ (free parking available on site)
Price: UKinbound Members – £80 + VAT
Price: Shakespeare’s England Members – £80 + VAT
Price: Non-Members – £130 + VAT
How to book: Please CLICK HERE to book your place.

Please note, places are limited to 40 delegates to allow an interactive and participatory experience. If you are unable to attend this course, we will be running further courses around the the UK over the coming months.

If you are no longer able to attend, please contact [email protected] as soon as possible. Cancellations received by 5pm on Monday 19 June 2023 will be entitled to a full refund minus Eventbrite fees; cancellations received after this time will not be refunded.