New research reveals how UK tourism organisations can attract more Chinese visitors

Targeting the Chinese tourism market
Targeting the Chinese tourism market

Many UK tourism firms are looking to tap into the Chinese market, which has grown by more than 200% since 2010, according to VisitBritain.

In order to understand how best to work with this market, Qa Research  interviewed a range of UKinbound members that included UK attractions, hoteliers, destinations and marketing experts to find out what works as well as some of the challenges of targeting the Chinese market.

The research, which was published on 3 April, found that to be successful, businesses need to consider the following key factors:

  • a specific sector of Chinese travellers should be targeted
  • understand what makes Britain appealing to people from China
  • develop key relationships and a digital strategy  – often with partners

The research also demonstrates that Chinese visitors want a uniquely British experience that they can share with friends and family back home and that they are informed by what they learn in school, read in magazines and see online, and on TV.  British culture means things like:

  • royalty and aristocracy
  • TV and film – e.g. Harry Potter
  • food and drink – fish and chips, a pint of beer
  • Premier League football
  • the English countryside

A copy of the full report can be downloaded at the link below.