SINGAPORE – The UK is vying for a larger slice of the Chinese outbound market, and is going all out to beat EU neighbours, France and Germany.

    China awarded the UK, ADS status this January and the following month in February, the “Britain welcomes China” campaign was launched.

    This is a massive educational campaign about the UK as a leisure destination.
In the past, the UK has received tourists from China on business and education visas.

    According to statistics by VisitBritain, the UK posts the highest per annum growth for the China market (excluding Hong Kong) in Europe.

    Arrivals from China saw a spike of 41 percent for 2004 compared to 2003, but the country only makes 8 percent of total visitorship from Asia, while expenditure is 12 percent.

    Keith Beecham, regional manager, Asia, VisitBritain, said, “We want to help the China travel trade understand the UK product so they can package and sell more holidays. About two thirds of all visitors to Britain are repeat, no other destination has this figure. It’s quite phenomenal and we want to help the trade.”

    There will be a seminar for Chinese travel agents to educate them on the destination’s tourism products.