Positive research results ahead of Visit Britain China delegation

As VisitBritain prepares for its largest ever tourism mission to China next week, new research has revealed that Chinese perceptions of the UK are better than ever.

In the 2015 Anholt GfK Nations Brand Index study, China scored the UK third out of 50 countries for its ‘welcome’, up 11 places from 2014.

China also ranked the UK first overall for culture and second overall for tourism and as a place they’d like to visit if money was no object.

More than 70 travel trade and industry suppliers from the UK are set to showcase in Beijing to Chinese buyers at VisitBritain’s annual Destination Britain China event from November 23-25.

The event will see more than 7,000 business appointments taking place, giving more than 100 buyers from 14 cities across China, as well as Hong Kong, the chance to see the latest tourism offerings from across the UK.

VisitBritain director Patricia Yates, who is leading the 70-strong delegation, said: “China is the world’s largest outbound market and a huge tourism opportunity for Britain, so it’s really great to see the increasingly positive Chinese perceptions of the UK as a travel destination.

“We saw numbers from China increase by 28% in the first six months of this year and have ambitions to double the spend from Chinese visitors to £1 billion by 2020. Chinese visitors are already some of our highest spending – spending an average £2,688 each per visit.”