‘Destination Britain’ is the new print and online itinerary planning resource for the Chinese travel trade and their clients, the 2016/17 launch issue to be released at the end of Spring.

The phenomenal growth and segmentation in China’s outbound tourism over recent years is projected to continue. This in turn has created a need for more product knowledge and specialisation within China’s travel trade.

‘Destination Britain’ is aimed at meeting this need by promoting British destinations and tourism suppliers directly to all of China’s leading outbound tour operators and agents through a high quality printed publication supported by digital and social media formats, also with consumer access.

It is independently produced by leading experts in outbound travel, B2B publishing and Chinese digital marketing, together with the co-operation of VisitBritain. Published biannually as a unique, luxury, heavy-weight publication, it is set to become the definitive, independent reference guide showcasing the latest travel opportunities for Chinese travellers heading to Britain.


Beautifully presented in Simplified Chinese with around 150 pages of content, it is the first Chinese B2B biannual publication of its kind dedicated to in-depth coverage of British tourism suppliers through a portfolio of promotional editorial spreads.

With input from VisitBritain, it will also provide independent information on travel in Britain with suggested itineraries and key seasonal events, offering deeper regional insights to help inform and support agents selling Britain.

The publication will be sent free of charge to all leading outbound agents and operators – as well as being introduced at key trade events, like VisitBritain’s trade mission of the same name. More information on the trade mission can be found HERE and in the following video.

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