VisitBritain’s ‘GREAT China Welcome’ programme

VisitBritain’s GREAT China Welcome programme aims to make Britain the destination of choice for the rapidly-growing Chinese market.


At the centre of the programme is a new GREAT China Welcome Charter to help Chinese visitors easily identify hotels, attractions, retailers and tour operators that are making themselves ‘China-ready’ by providing information in Mandarin or Cantonese and adapting their products for the Chinese market and culture.

The GREAT China Welcome Charter helps Chinese visitors to easily find ‘China-ready’ UK tourism providers, and vice versa. Effectively it’s a partnership between VisitBritain and those leading British tourism businesses who are committed to providing ongoing exceptional service to Chinese travellers. There is no formal assessment but businesses will need to provide firm evidence that they meet one or more of the specified criteria, such as first-hand experience of welcoming Chinese visitors within the past two years, any Mandarin speaking staff, facilities for customers to pay using China UnionPay and any visitor information, literature or signage in Mandarin. Nearly 300 hospitality and tourism suppliers are already signed up.

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Signing the Charter costs nothing but the benefits are significant. As well as putting their name behind a campaign that is already gaining traction in China, businesses can use the GREAT Welcome China Chartermark in their own collateral and receive regular updates about the Chinese market and upcoming opportunities. It also strongly positions them to take advantage of the growth in Chinese visitors to Britain through initiatives like the award-winning ‘Great Chinese Names for Great Britain’ campaign and recent simplification of the visa process.

At the launch of the programme, China’s Cultural Minister Counsellor Mr Xiang Xiaowei commented: “Britain is an increasingly popular destination for people across China. The GREAT China Welcome Chartermark will help Chinese visitors enjoy their visits more with quality services by the British practitioners. We appreciate Britain’s commitment to welcoming Chinese visitors to enjoy this great country.”

VisitBritain and its partners also offer a number of exclusive benefits for Charter members, such as priority access to trade missions, networking opportunities and a significant additional discount on rates for being featured in the ‘Destination Britain’ publication.

Register as a Great China Welcome member HERE


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Information provided on this page is courtesy of VisitBritain, © British Tourist Authority 2003.