VisitBritain Gears Up for Landmark Trade Mission to China, Guided by Nick de Bois CBE

Saturday, November 18, 2023


VisitBritain Chairman Nick de Bois CBE is leading the agency’s first trade mission to China since 2019. The event, Destination Britain China and North East Asia, is scheduled from 22 to 24 November in Shanghai. It will facilitate meetings between 43 British industry suppliers and 69 top buyers from China, Hong Kong, Japan, and South Korea, fostering business partnerships. The three-day trade mission includes numerous pre-scheduled one-to-one business meetings across various sectors, such as hotels, retailers, visitor attractions, tour operators, transport providers, and local destinations from Britain.More than 43 British industry suppliers, ranging from hotels, visitor attractions, and destination management companies to retailers and tour operators, will participate in this event.

VisitBritain Chairman Nick de Bois CBE expressed enthusiasm about leading VisitBritain’s trade mission to China, marking the first such initiative since 2019. He adds, “This mission marks a major milestone for us to reconnect with the travel trade across China and North East Asia and for British travel suppliers and destinations to get their tourism products and services in front of top buyers and explore new business opportunities.”

In addition to facilitating business engagements, attendees and media will have the opportunity to learn about international travel market trends through seminars by VisitScotland, UK Visas and Immigration, Kendal Mountain Film Festival, and Virgin Atlantic Airways. This knowledge-sharing aims to enhance awareness of Britain as a visitor destination and encourage a sense of urgency to explore the diverse offerings. VisitBritain will also spotlight its GREAT Britain ‘See Things Differently’ campaign, emphasizing fresh and exciting experiences to inspire visitors to explore various facets of Britain throughout the seasons.

VisitBritain’s research indicates a robust recovery in airline routes and seat capacity from China, with flight bookings steadily increasing. The UK is prominently featured on the wish list of Chinese travelers, and VisitBritain’s latest forecast predicts China will become the UK’s second most valuable visitor market in the next two years. Flight bookings from China to the UK have risen to about 50% of 2019 levels, demonstrating substantial progress since January when bookings were just 6%. In addition to the trade mission, VisitBritain continues collaborative efforts with industry and partners to showcase Britain’s exceptional tourism offerings and unique experiences.

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