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Issue 1 February 2014      
YEAR OF THE HORSE
GREAT China Welcome: Coming soon to the UK
 
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新年快  
Happy Chinese New Year 
 
In the wake of the UK's biggest ever Chinese New Year celebrations (our picture shows a window at Harrod’s, one of many British businesses who marked the arrival of the Year of the Horse) we’re delighted to share news of a GREAT new initiative designed to make Britain the most welcoming destination in Europe for Chinese visitors.

Launching in mid-March, the GREAT China Welcome will show the world that the UK is ‘China-ready’. It will also help signpost Chinese visitors and travel intermediaries towards appropriate hotels, shops, tours and attractions.

Part of the Prime Minister’s campaign to make Britain a GREAT country to work with, invest in and visit, GREAT China Welcome is open to all UK companies and destinations interested in capturing a share of the ever-growing Chinese outbound tourism market.
 
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Sign up for the GREAT China Welcome Charter
 
Over 50 organisations have already signed up for the GREAT China Welcome Charter.
 
As well as Harrod's these include Hilton, Edwardian Group (London), Birmingham Airport, Cardiff Castle, McArthur Glen Designer Outlets and the National Trust for Scotland – all companies which are already providing exceptional services to Chinese travellers.

Charter members will be able to use the new GREAT China Welcome Chartermark – due to be unveiled on 14 March at Blenheim Palace - in their own marketing and will also benefit from VB's extensive promotions throughout China.

Membership of the Charter is completely free but is only open to organisations which already have products or services specifically tailored for Chinese visitors to the UK.
 
To ensure inclusion in the first published list of members the deadline for registration is 21 February.
 
For a list of the criteria and a registration form please email Jo Leslie.
 
 
 
Free marketing advice & information 

In March we will be publishing the GREAT China Welcome Tourism Toolkit, specially created to help UK tourism businesses become more ‘China-ready’.

Containing insights, statistics, guidance and case studies, the web pages will also advise on marketing to and within China, and common do’s and don’ts.

Most of this has been specially created for VisitBritain by ChinaContact,  a market entry specialist for the retail and luxury travel sectors. They are developing a special interactive tool to help you assess your own level of ‘China-readiness’ and - if you wish to - request a free personal review.

The GREAT China Welcome Tourism Toolkit will be hosted on VisitBritain’s corporate website from mid-March and will be freely available to all.
 
 
Insights from China
Learn more about the world's new No.1 source market 

In 2012 China became the largest global outbound tourism market. Chinese travellers now spend more than any other nation on earth and there is no sign of this slowing down. During the first nine months of 2013 expenditure by Chinese visitors in the UK grew by almost 80%.

Chinese tourists are not only growing in numbers but in potential. The surge of self-organised travellers offers niche products and lesser-known destinations some great opportunities, providing that services are adapted and promoted to suit the market needs.

VisitBritain publishes an up to date and very comprehensive profile of the Chinese market.  
 
GREAT China Welcome events & training
 

Sign up for the first GREAT China Welcome Business Summit 

On the afternoon of Wednesday 26 March we are holding the first of a series of business summits and networking events for UK tourism businesses who are interested in China.

The central London Summit will include keynote speeches, case studies and panel discussions. It will also be a rare opportunity to hear first hand from Professor Wolfgang Arlt, Director of the China Outbound Tourism Research Institute, who is one of the most recognised authorities on the market.  

Attendance will be free but places will be limited. To register please email Jo Leslie.
 
 
Want to be a Chinese Culture Vulture?

If you don't want to wait until the end of March or would like some more in-depth training, why not register for China Edge's half day workshop on Chinese Culture and Business Etiquette taking place on 12 February? Use this code to get a special 10% discount on the registration price: VB2014

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Ensure you're a host with the most

A new two-day training programme has been developed for the UK on behalf of COTRI, by the Chinese Outbound Tourism Research Institute and Capela Training. The bespoke courses will equip customer-facing individuals with valuable insights into motivations for China's outbound tourism and the expectations and needs of Chinese visitors to the UK.

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