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22 February 2005
Tessa Jowell Welcomes Campaign To Bring Chinese Tourists To Britain
Culture Secretary, Tessa Jowell, today welcomed a new marketing campaign that aims to encourage people from China to visit Britain. Chancellor of the Exchequer, Gordon Brown, launched VisitBritain's 'Britain Welcomes China' initiative as part of his tour of the region to promote business relations with China.
'Britain Welcomes China' will raise awareness with both the Chinese public and travel agents of the attraction of Britain as a visitor destination. A new website will provide information about coming to Britain and the attractions and tourist sites on offer. New training will be provided to travel agents in China on Britain and British holidays, and British travel agents will also receive guidance on how to welcome and look after Chinese visitors.
The marketing campaign follows the signing last month of a Memorandum of Understanding between the UK and Chinese governments, awarding the UK 'Approved Destination Status'. For the first time, the UK can be marketed in China as a holiday destination, and tour groups of Chinese travellers booking through approved agencies will be able to come to the UK as tourists.
Tessa Jowell said,
"The title of VisitBritain's new campaign says it all. We want Chinese tourists to come and enjoy the wealth of attractions that Britain has to offer.
"The signing of the ADS last month unlocked a major market which will bring a significant boost to the UK tourism sector. We aim to double the value of inbound tourism from China to at least £200 million by 2010 and again to over half a billion by 2020. That could mean upwards of 200,000 visitors from China in 2010 and the potential for China to be in Britain's top ten inbound tourism markets by 2020."
Notes to Editors
1. For more information about 'Britain Welcomes China', please contact Elliott Frisby in the VisitBritain press office on 020 8563 3035.
Press Enquiries: 020 7211 6145
Out of hours telephone pager no: 07699 751153
Public Enquiries: 020 7211 6200
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