It’s Tourism Boom: China Joins Japan, South Korea, and Hong Kong in VisitBritain’s Major Trade Mission to Promote Top UK Destinations

Published on November 21, 2025

By: Paramita Sarkar

VisitBritain is leading a major trade mission aimed at boosting inbound tourism to the United Kingdom, with top tourism suppliers showcasing the best of Britain to key travel buyers from China, Japan, Hong Kong, and South Korea. The event, called ‘Destination Britain China and Northeast Asia’ (DBCNEA), takes place from November 26 to 28, 2025, in Chengdu, China. This three-day trade event is set to play a crucial role in driving economic growth, attracting more visitors, and expanding the UK’s tourism footprint across the Asian markets.

The event will feature over 90 top buyers from China, Hong Kong, Japan, and South Korea, who will meet with dozens of British tourism suppliers. This gathering provides an essential platform for UK destinations, tour operators, transport providers, and hospitality businesses to build connections and strengthen relationships with some of the region’s most influential travel buyers.

Who is Attending the Trade Mission?

VisitBritain’s trade mission includes a broad range of tourism suppliers and destinations, many of whom are attending this event for the first time. Suppliers representing hotels, transport services, retail experiences, tour operators, and visitor attractions from across the UK will be participating in one-on-one business meetings with the international buyers. These meetings are expected to total over 2,000 scheduled interactions, underscoring the significance of the event for UK tourism and international business growth.

In addition to these business meetings, networking events and seminars will highlight the diverse range of tourism products available in the UK. Destinations including Visit Lake District, Marketing Manchester, Visit Peak District & Derbyshire, Visit York, Visit West, and Visit Shakespeare’s England will showcase their unique offerings to attract more international visitors. VisitScotland and Tourism Ireland are also part of the delegation, contributing to the variety of tourism products available for Chinese, Japanese, and South Korean travelers.

Why China, Japan, and South Korea Are Key Markets for British Tourism

Tourism from China, Japan, and South Korea has been a key driver of economic growth for the UK. In 2025, combined spending by visitors from these countries is expected to reach £1.4 billion, with an average spend per visitor of £1,528, more than double the average visitor spend from all markets. With these high-spending visitors, the UK is eager to capitalize on the growing interest from these regions and diversify travel itineraries to include lesser-explored British destinations.

As part of VisitBritain’s strategy, the trade mission aims to broaden the range of products and experiences promoted, driving travel to regions outside the major urban centers. The goal is to distribute the benefits of tourism spending across the UK’s nations and regions, ensuring economic benefits are felt in both well-established and emerging tourism destinations.

What Will Be On Show at the Trade Mission?

The trade mission offers an exclusive opportunity for international buyers to explore a wide variety of tourism products and experiences that Britain has to offer. In addition to showcasing popular attractions, such as London’s cultural landmarks and Edinburgh’s historical sites, suppliers will highlight regional gems, from scenic walks in the Lake District to the charm of Shakespeare’s birthplace in Stratford-upon-Avon.

Moreover, VisitBritain’s ‘Starring GREAT Britain’ campaign, which leverages the popularity of British film and television locations, will be a focal point. This campaign aims to inspire visitors to explore the iconic filming locations seen in popular movies and TV shows. VisitBritain’s research has shown that more than 90% of potential visitors are keen to visit locations featured on-screen, making this a powerful tool in promoting the UK as a destination of choice.

When Will the Trade Mission Take Place?

The ‘Destination Britain China and Northeast Asia’ trade mission will run from November 26 to 28, 2025, in Chengdu, China. The three-day event is designed to facilitate high-level meetings, discussions on trends in outbound travel, and networking opportunities. During this time, British suppliers will engage directly with buyers to finalize deals, build business relationships, and secure long-term partnerships that benefit both the UK and the participating nations.

How Will the Event Impact the UK Economy?

The economic impact of this trade mission is significant, with forecasts indicating that visits from China will reach 667,000 in 2026, an increase of 28% compared to the previous year. Similarly, Japan is expected to send almost 300,000 visitors by 2026, marking a 23% increase, while South Korea’s visitor numbers are set to rise by 21%, reaching 219,000. This growth will contribute millions to the UK economy, supporting a wide range of sectors from hospitality to retail.

With international travel continuing to recover post-pandemic, VisitBritain’s efforts to attract high-spending tourists are crucial to the UK’s tourism recovery. By capitalizing on the growing interest in British culture, history, and film locations, the trade mission offers a significant opportunity to boost the UK’s global competitiveness and ensure a strong and sustained flow of tourists.

Conclusion: Destination Britain Poised for Growth

The ‘Destination Britain China and Northeast Asia’ trade mission is a vital initiative for promoting Britain as a top global tourism destination. With over 90 top buyers from China, Japan, Hong Kong, and South Korea in attendance, the event is set to drive economic growth and expand Britain’s appeal in the Northeast Asian markets. As VisitBritain continues to develop its global tourism strategy, this trade mission represents a significant step toward diversifying Britain’s visitor base and ensuring long-term economic benefits across the UK’s regions.