VisitBritain has partnered with leading Chinese technology company Tencent on a new 3D racing game to inspire more people from China to book a trip to Britain.
Online gamers in China playing ‘QQ Speed’ can tour Britain virtually on two new tracks: exploring ‘British Castles’, themed around Windsor Castle, and ‘North Sea Fishery’ which is based on Britain’s seaside villages.
QQ Speed’s main character ‘Little Mandarin’, Xiao Juzi, has also been appointed as a VisitBritain goodwill ambassador for the Chinese market.
Patricia Yates, director at VisitBritain, said: “China is the world’s most valuable outbound market and we want Britain to be the destination of choice for Chinese travellers.
“Our collaboration with Tencent’s QQ Speed is a great opportunity to tap into a new audience of millions in China, inspiring visitors to book a trip right now to explore more of our nations and regions.”
Xinglun Liu, Tencent Interactive Entertainment Group marketing director, added: “The collaboration with VisitBritain and QQ Speed is an affirmation of its influence among young adults. As the most popular racing game both on PC and mobile in China, we hope to help more people understand and learn about different cultures through gaming.”
The UK saw record numbers from China in the first half of 2018 with 137,000 visits, up 19% year-on-year.
Visitors from China are some of the UK’s highest spenders, last year spending on average £2,059 during their visit, more than three times the average.
For every 22 visits from China, one job is created in Britain’s tourism industry.
VisitBritain has ambitions to increase spend from Chinese visitors to £1 billion annually by 2020.
Pictured is Tim Holt, general manager and head of campaigns at VisitBritain, giving a Goodwill Ambassador certificate to Little Mandarin.