International Campaign - China
Key facts
- China is Britain's 22nd source market for visits (10th for spend)
- China is estimated to be York's 2nd largest overseas market. Entering the top 5 three years ago.
- Our biggest growing market in terms of visitor numbers (14% including Hong Kong)
- Most inbound visits to the UK from Chinese residents were made by Chinese nationals (85%) but 21% of VFR visits were made by British expats
- China is the most valuable market for international tourism expenditure, with a worldwide spend of US$261bn in 2016
- Direct route from Beijing to Manchester with Hainan Airlines
- Sister city agreement with Nanjing for future tourism, education and business activity
Marketing Activity targeting the Chinese market
- Being a Destination Partner for VisitBritain/Marketing Manchester's Chinese Campaign working with Hainan Airlines - this includes a page in a new A5 Mandarin Guide, placement on Chinese microsite, trade and press pack information and posts on Manchester's Chinese social channels. We will also have representation at key events happening as part of this programme.
- Being a part of the Great China Welcome Charter which has currently been awarded to 300 UK businesses
- Attendance at China Outbound's Annual Dinner in November 2018
- 2 x Familiarisation trips - both trade and press
- New projects with Mafengwo
Assets:
- 5th edition of the York Chinese Visitor Guide - 35,000 copies produced in July 2018 and distributed via incoming airlines from China, in Chinese Visa Centres, stocked at UK airport lounges and key hotels in London, Manchester Leeds and York
- York promotional video produced in Mandarin, reaching 500,000 viewers - watch here
- Investment in a programme to build up Mandarin speaking guides available in York - one guide is now qualified via the York Guild of Tour Guides - Beiwei 55
- 100+ operators to date on our Chinese operator database
- CAISSA, U-tour, GZL, Guangdong Nanhu Int, China Bamboo Garden, CITS, CHR, Q Travel and China Holidays now featuring York in their regular programmes
- CTrips, UKubang, Linktour and Tuniu featuring York and York Pass.
- Chinese itinerary for trade missions - key partners will be included in the itinerary
- NEW - YorkPass is now fully bookable on Ctrip
- Dedicated translated Chinese trade toolkit - key partner content loaded up on to USB sticks and given to all our one to one appointments
Online/Social Media Activity
- Social media - Visit York has set up accounts for Weibo (over 106,000 followers) and Wechat/: the preferred methods of communication in China with over 10,000 followers.
- 2 bespoke interview sessions with Will Zhuang from Oezone to create content for new stories on Weibo and Wechat
- Creation of a new Mandarin landing page on visityork.cn to host all of our Mandarin content and create a portal page for Chinese visitors. Key partner information to be hosted on these pages in Mandarin.
- Ongoing KOL programme with social media influencers being invited and hosted by the city generating content for key platforms such as Mafengwo, Ctrip and Qyer.
For more information on Visit York’s China marketing activity or to enquire how you can get involved, contact Michelle Brown, Marketing Manager on 01904 554456 or email michelle.brown@makeityork.com
Nanjing and York sister city agreement
In October 2016 the Lord Mayor of York signed a sister city agreement between Nanjing and York.
In March 2017 a delegation of 11 visitors from Nanjing came to visit York for the first time as part of the new programme of activity.
The Lord Mayor and Steve Brown, MD, Make It York, signed a Memorandum of Understanding this time specifically for tourism.
Five officials from Nanjing and six businesses were present. The businesses also spent a morning networking with local York businesses to see which areas may benefit from sharing information and joint working.
The Chinese officials also visited Archbishop's Holgate School in York to look at opportunities in the education sector.
