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.
Warwick Castle - which this year marks its 1,100th anniversary - qualified as one of the first Charter members because it offers Chinese multimedia guides and literature and has a great history of welcoming Chinese visitors.
Sarah Birks, Trade Account Manager at Warwick Castle, said, “We pride ourselves on providing very high standards of service to all our customers and the Chinese are no exception. We are experiencing strong interest from China who seem to particularly enjoy seeing our unique way of bringing history to life ”
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. Warwick Castle is a great example of an attraction 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.”