GREAT China Welcome

China is one of the fastest-growing visitor markets for the British tourism industry – growing at over 20% year-on-year and 2012 was no different. But Britain faces intense competition to attract Chinese visitors and a range of activities need to be developed by the public and private sectors to maximise growth. Overarching Objective Develop a brand to help engage the British tourism industry & key industry key players to make the UK the most welcoming European destination for Chinese visitors. The launch campaign attended by Government officials in China generated over £626,000 of AVE reaching a combined total number of viewers that exceeds 500 million. VisitBritain aims to make Britain the most welcoming destination in Europe for Chinese visitors and the Charter Mark has attracted over 450 businesses including British Airways and Union Pay.