China Travel Outbound rebrands as Guanxi


Chinese travel PR and representation agency, China Travel Outbound has rebranded as Guanxi. Guanxi (pronounced gwan-she) is a Chinese word which describes the personal trust and strong relationship built between two people allowing them to do great business together. It is an extremely important concept in China and more widely in Asia.

Helena Beard, Founder and Managing Director of Guanxi said,“Good guanxi is at the heart of our work. It’s the reason our Chinese media, trade and industry networks are so strong, and it’s why our UK and Beijing teams work so well together. Most importantly, it’s how we build great relationships with our clients and help them grow their business from China.”

Since it was established as a travel specialist in 2013, the agency has grown to include clients in retail, education and hospitality in the UK, Europe, Middle East, North America and Asia. Services have expanded beyond PR and representation, to include a strength in Chinese social media and a global Market Research division.

Helena Beard also said, “During the pandemic, we have developed a specialism in the Chinese student market, strengthening relationships with UK universities and student influencers, and we have also become media owners with in-house Chinese social media accounts focusing on travel and tourism. The new name, Guanxi, will support our ambitions for further growth and diversification.”

Visit the new website or contact Helena Beard via email at [email protected]