The GREAT China Welcome Charter is a new initiative from VisitBritain to make Britain the destination of choice for the rapidly-growing Chinese market. Visitors from China have doubled in the last five years and tourism bosses hope they will treble again by 2020.
The new Charter will help Chinese visitors easily identify hotels, attractions, retailers and tour operators that are making themselves ‘China-ready’ by providing information in Chinese and adapting their products for the market.
The Leisure Pass Group qualified as one of the first Charter members after recently launching a version of its London Pass website in simplified Chinese, making it easier for Chinese visitors to save money and time on sightseeing at more than 60 attractions across the capital.
Peter Muttitt, Head of Sales for the Leisure Pass Group, said: “We are experiencing growing interest from China and our Chinese language website is definitely helping us to capitalise on this.”
Sandie Dawe, Chief Executive of VisitBritain, said, “There is strong evidence that businesses who go the extra mile in catering for certain nationalities quickly reap the benefits. The Leisure Pass Group is a great example of a business which has been quick to recognise the massive potential of the Chinese market and invested accordingly. We’re delighted to be able to count them as one of our first 100 members and hope that many more British tourism and hospitality businesses will follow their example.”