UK Joins Japan, China, South Korea, and Hong Kong to Boost Tourism with Major Trade Mission – Here’s Why You Should Care!

Published on November 28, 2025

By: Paramita Sarkar

VisitBritain’s trade mission to China, titled ‘Destination Britain China and Northeast Asia’ (DBCNEA), kicked off on November 26, 2024, in Chengdu, China. The three-day event aims to stimulate inbound tourism and drive economic growth by showcasing Britain’s tourism offerings to top buyers from China, Japan, South Korea, and Hong Kong. The trade mission serves as a critical platform for British tourism suppliers to build valuable business relationships with international buyers and expand Britain’s presence in these lucrative markets.

Where is the Event Happening and Who is Involved?

Taking place from November 26 to 28, 2024, in Chengdu, China, this year’s DBCNEA trade mission brought together over 90 key buyers from some of the most important markets for British tourism. These include China, Hong Kong, Japan, and South Korea, alongside trade media representatives. The mission features participation from dozens of tourism suppliers representing various regions of the UK, many of whom are attending this event for the first time.

What’s at Stake for British Tourism?

The event is an important step for VisitBritain to expand its reach and grow inbound tourism to the UK. In particular, the trade mission focuses on promoting Britain’s premier tourism products to buyers who are shaping the future of travel in China and Northeast Asia. These buyers, representing leading travel agencies and tourism platforms, are looking to expand their offerings to clients seeking exciting new destinations, experiences, and products.

As part of the mission, British suppliers and destinations have organized more than 2,000 pre-scheduled one-to-one business meetings, allowing for in-depth discussions about products and opportunities for collaboration. The event also features networking events and seminars, giving buyers the chance to discover new offerings and explore the latest trends in the British tourism industry.

The mission is expected to play a key role in strengthening the UK’s tourism sector, which is forecasted to see significant economic benefits from these markets. Tourism spending from China, Japan, and South Korea is estimated to be worth £1.4 billion in 2024, with an average visitor spend of £1,528 per visit, more than double the all-market average of £818.

What Does VisitBritain Aim to Achieve?

The key objective of VisitBritain’s DBCNEA trade mission is to highlight Britain’s competitive tourism offering and export-ready products to international buyers. This will help widen the scope of travelers’ itineraries, encouraging visitors to explore regions beyond London. In turn, this will drive economic growth by increasing visitor spending in cities and towns across the UK.

VisitBritain’s CEO emphasized the importance of increasing awareness of regional destinations across Britain, noting how this broadens travel itineraries and leads to more sustained growth for UK tourism. Destinations like Marketing Manchester, Visit York, Visit Lake District, and Visit Scotland are all represented at the event, each promoting their unique offerings. These regions aim to showcase their attractions to a highly interested audience, further diversifying the tourism experience for travelers from Asia.

How Is VisitBritain Expanding Its Reach?

As part of its global strategy, VisitBritain is actively promoting the UK’s cultural richness through its ‘Starring GREAT Britain’ campaign. This initiative leverages the worldwide popularity of British film and TV locations to inspire travelers to explore the diverse landscapes and iconic sites seen on the screen. Research by VisitBritain shows that more than 90% of potential visitors to the UK are eager to visit filming locations and landmarks made famous through movies and TV shows.

The campaign ties into the overall message of the DBCNEA mission, as it encourages international tourists to not only visit traditional landmarks like Stonehenge and Big Ben but also venture to lesser-known but equally compelling destinations across Britain.

Why Is China and Northeast Asia a Focus for VisitBritain?

The Chinese, Japanese, and South Korean markets are among the most lucrative sources of tourism for the UK. In fact, visitor spending from these regions in 2024 is expected to contribute £1.4 billion to the UK economy, with Chinese visitors leading the charge. China is projected to account for 667,000 visits to the UK by 2026, a 28% increase from this year. Similarly, Japan and South Korea are also expected to see increased numbers of tourists visiting the UK, with Japan seeing a 23% increase and South Korea a 21% rise in the same period.

This strong growth underscores the significance of the DBCNEA trade mission and the continuing importance of China and Northeast Asia as key markets for the UK’s tourism industry. By engaging directly with top buyers in these regions, VisitBritain aims to ensure that Britain remains a top-of-mind destination for travelers looking for new and exciting holiday options.

What’s Next for VisitBritain’s Tourism Strategy?

Looking ahead, VisitBritain continues to work closely with tourism partners and stakeholders to promote Britain as an international travel destination. The trade mission in Chengdu is just one part of a broader effort to connect British tourism suppliers with key markets and expand their presence on the global stage.

By continuing to showcase Britain’s regional diversity, cultural attractions, and unique tourism products, VisitBritain aims to bolster the UK’s global standing and continue driving visitor spending from markets across China, Hong Kong, Japan, and South Korea.

Conclusion: Strengthening Global Ties Through Tourism

VisitBritain’s ‘Destination Britain China and Northeast Asia’ trade mission highlights the ongoing commitment to driving inbound tourism and economic growth for the UK. With a focus on showcasing the best of British destinations, attractions, and experiences, the mission plays a pivotal role in connecting British suppliers with the key buyers shaping the future of travel in China, Japan, South Korea, and Hong Kong.

The tourism industry remains one of the UK’s most vital economic sectors, and events like this ensure that Britain continues to attract tourists eager to explore its diverse regions and cultural landmarks. As the trade mission continues to grow, it stands as a testament to the enduring global appeal of Britain as a premier travel destination.