More than 90 travel trade and industry suppliers are meeting buyers from China, Japan and South Korea at VisitBritain’s annual Destination Britain China and North East Asia event.
British suppliers, many of whom are attending the event in China for the first time, include hotels, retailers, visitor attractions, tour operators and local destinations.
More than 6,000 one-to-one business appointments are set to take place during the three-day trade fair being held in Sanya, Hainan Province, China (November 19-21).
Patricia Yates, VisitBritain director, said: “This flagship trade event has been a catalyst for business for a decade, giving British travel suppliers and local destinations the chance to get their tourism products and services in front of top travel buyers from China, the world’s most valuable outbound market, and this year from North East Asia.
“The latest innovations in tourism from across Britain are also on show with the focus this year on food and drink and exploring more through regional gateways, ultimately inspiring visitors to book a trip right now, travel further and stay longer, boosting the economy.”
Destination Britain China has been running since 2009 and is a leading event in VisitBritain’s international trade show calendar.
This year sees buyers from Japan and South Korea attend for the first time, reflecting VisitBritain’s new promotional efforts in these markets.
Event sponsors include China Southern Airlines, Royal Museums Greenwich and Visit Wales. Suppliers include Ascot Racecourse, Birmingham and Heathrow airports, Blenheim Palace, Durham Cathedral, English Heritage, English Lakes Hotels, Experience Oxfordshire, Historic Royal Palaces, Liverpool and Manchester City football clubs, made, Royal Collection Trust, Tourism Ireland, Virgin Atlantic, VisitScotland, Warner Bros. Studio Tour London – The Making of Harry Potter and Windermere Lake Cruises.
The UK saw record visits from China in the first half of 2018 with 137,000 visits, up 19% on the same period last year.
Holiday visitors from China also stay longer in the UK, visiting for an average of 10 nights in 2017 compared to an all market average of six.