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International Campaign - China Focus

Key facts

  • China is Britain's 24th source market for visits (12th for spend)
  • China is estimated to be York's 2nd largest overseas market.  Entering the top 5 two years ago.
  • Our biggest growing market in terms of volume (9.5% including Hong Kong)
  • Virtually all holiday visitors are Chinese but one-fifth of visiting friends and relations (VFR) visitors are British expats
  • China is the most valuable market for international tourism expenditure, with a worldwide spend of US$261bn in 2016
  • Brand new direct route from Beijing to Manchester with Hainan Airlines (now daily)
  • NEW sister city agreement with Nanjing for future tourism, education and business activity
York Chinese Visitor Guide

Marketing Activity targeting the Chinese market 

Our programme of China marketing activity includes:

  • 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 2017
  • 2 x Familiarisation trips - both trade and press


  • 4th edition of the York Chinese Visitor Guide - 35,000 copies produced in August 2017 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, with over 500,000 views to date - watch here
  • Series of Welcome training courses for York members to participate in (run by Capela China)
  • 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, Titicaca, CITS and China Holidays now featuring York in their regular programmes
  • CTrips, UKubang, Linktour and Tuniu featuring York and York Pass.

Discover England Fund

NEW - Horseracing - The Sport of the Kings

A one year project which will target niche tour operators in China and GCC to bring in high end tours.

On Territory Activity

Destination Britain China event

Guangzhou, 21-23 November 2017

York is attending the VisitBritain sales mission to meet over 100 buyers from China.

  • NEW Chinese itinerary for this forthcoming trade mission - key partners will be included in the itinerary which will be given out to 100 buyers at the event
  • Dedicated translated Chinese trade toolkit - key partner content loaded up on to USB sticks and given to all our one to one appointments
  • Destination Britain China entry - double page spread in agent/operator sales guide
  • Aiming to attend the World Bridge conference and workshop in London in November 2018 (50 buyers to date)


Online/Social Media Activity

  • Social media - Visit York has set up accounts for Weibo (over 7,500 followers) and Wechat/: the preferred methods of communication in China with half a billion users signed up to these channels.
  • NEW - 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 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.

For more information on Visit York’s China marketing activity or to enquire how you can get involved, contact Michelle Brown, Marketing Manager (Leisure) on 01904 554456 or email


Latest News

Chinese Consulate Visit to York

Chinese Consulate Visit

We were delighted to welcome the Chinese Consulate from Manchester with The Consul General Dr Sun to York at the end of October. Visiting the city to understand more about what we have to offer, the group enjoyed afternoon tea at Castle Howard and a visit to Jorvik Viking Centre as part of their time in York.

York article in China Daily

China Daily was established in June 1981 and has the widest print circulation of any English-language newspaper in China (over 200,000 copies per issue, of which a third are abroad). The editorial office is in the Chaoyang District of Beijing, and the newspaper has branch offices in most major cities of China as well as several major foreign cities including New York City, Washington, D.C., London, and Kathmandu.

Read the recent York article here

Nanjing and York sister city agreement

In October 2016 the Lord Mayor of York signed a new 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 of Make It York signed a Memorandum of Understanding this time specifically for tourism.

5 officials from Nanjing and 6 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.

Watch this space for more news on the partnership going forwards.


Visit York Member contact

For all enquiries, please contact the Visit York Business Engagement Team:

Tel: 01904 554650  |  Email:

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