The Team

The Team Behind ‘Destination Britain’

‘Destination Britain’ is independently published by Outbound Global Marketing Ltd, a group of specialists in B2B publishing, online marketing and China outbound tourism, with the cooperation of VisitBritain. Key members include:


Nick is a highly experienced publishing professional, having lead teams on both consumer and B2B magazines for nearly 25 years. He has worked for a number of large publishers at senior management levels on numerous magazine launches and in several languages – including the USA, UK, Europe, China, Japan and Brazil. He has also overseen the successful foreign licensing of titles with a thorough knowledge of successful localisation.

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His project management has spanned the latest developments in publishing through print, online, social media and tablet formats. He has worked in advertising and editorial in several industry sectors ranging from the music/recording industry to high-net worth and luxury travel. He is a member of the China Britain Business Council

Jo Leslie – Editorial Promotions Manager

Jo is a well known name in the UK travel industry having worked for VisitBritain as both Head of International PR during the Olympic and most recently as the manager of UK China Business Development and the GREAT China Welcome Programme, designed to help Britain become the most welcoming and popular destination in Europe for visitors from China. Since going live at the end of March 2014 the programme has signed up some 300 retail, leisure and hospitality businesses, published a widely acclaimed directory, and produced a great brand film.

Jo has substantial knowledge of the challenges UK suppliers face in targeting China and has given countless presentations about the Chinese tourism market. These roles mean Jo has worked closely with many strategic partners, including the Prime Minister’s Office, FCO, UKTI and British Airways. As well as working on Destination Britain, she continues to oversee the ongoing development of the GCW programme, working with the VB team in China to ensure that all UK partners derive real benefit and value from their membership. She is also a published author and heads up her own successful PR consultancy.

Yanxi Wu – Translation & Chinese Editorial Manager

Yanxi Wu, also known as Antonia, is our lead translator and oversees all supplier profiles and the publication’s final presentation. She is a fully trained translator and proof reader into/from Simplified Chinese with impeccable standards, working professionally for eight years. She is a native Mandarin speaker with an MA in Translating and Interpreting from Newcastle University and a BA in Chinese Language and Literature from Tianjin Foreign Studies University in China. She has worked for the European Commission, two Olympics, The British Council and Stanford University as well as the luxury real estate and casino hotel sector. She is a Chinese ‘linguistic test engineer’ for PayPal and has been translating for leading luxury brands, including Burberry’s China marketing material– widely considered one of the most successful brand entries into China.

Fenghua Mo -Web Manager

Fenghua Mo, also known as Sammi, specialises in China online and social media marketing. She will oversee the development of our China-hosted trade website. As a Chinese national with experience working worldwide, Fenghua understands the nuances of the China’s internet world and the differences between Chinese and Western culture. She has great expertise in creating effective online marketing and web strategies to help Western companies having a good presence on the digital world in China.

She is trained in Baidu PPC by Chinese leading search engine Baidu, and has also received training for Baidu SEO by Netconcepts, the top SEO company in China.

Fenghua also has experience in promoting online video campaigns for large western organisations including Exxon Mobil, Shell, IKEA, Visit Britain and KLM. Fenghua holds an MA degree in Chinese Language & Philology and speaks Mandarin, Cantonese and English.

George Cao & Co – Social Media and E-mail Marketing Consultants

George is co-founder & CEO of Dragon Trail Interactive. This award winning digital marketing agency and travel technology company in China helps global travel and tourism organisations reach and connect with affluent Chinese mainland consumers through customized online marketing services. Headquartered in Beijing, with an office in Shanghai, they are 100% focused on travel, 100% focused on digital and 100% focused on China. George leads an international team of travel and tourism industry veterans in digital marketing, social media and travel distribution to deliver Best in Class solutions for helping travel organisations reach Chinese consumers online. Clients include Mandarin Oriental Group, Canadian Tourism, The Atlantis Dubai, PATA and CITS.

Jill Bradley – Editorial Production Co-Ordinator

Jill is a trained editorial professional and travel industry executive. Having worked for a leading UK newsstand magazine as news editor and proof reader, she went on to work with Audley Travel (UK) where she was a senior sales specialist planning tailor-made travel for clients, as well as writing editorial for its magazine, newsletters, marketing material and website. She also held the position of travel writer for Billionaire500, luxury e-magazine. She now heads up UK trade sales for a leading luxury safari operator and often writes travel and marketing items for clients. She will coordinate materials submissions, editorial production and workflow.

Chunynag Butler – Design Manager

Chungyang heads up our design team and will ensure the final book’s layout and presentation is styled to its Chinese audience. She is a highly qualified Chinese native graphic designer who started her career as lead designer for a luxury Chinese hotel group and travel agency and went on to develop her DTP and graphic design skills over 20 years working on numerous Chinese and English print and online projects, including an interactive guide to London for Chinese tourists. A native Mandarin speaker she’s also fluent in English and Cantonese.

Clarity Zeng – Data Resource Manager

Clarity is a Chinese native based in China who will oversee our target list data management and telemarketing verification as well as post-delivery surveys. She has years of experience in business data research, best-practice data acquisition, verification and file management and will ensure Destination Britain reaches its target market.

Wade Wong – Production Manager

Wade will oversee the print production and dispatch of ‘Destination Britain’. Based at one of China’s leading mainland book and magazine printers, he is a highly experienced publishing professional who has managed numerous international projects to comply with China’s media conditions and the highest quality standards. He is a Chinese native, fluent in English and has been involved in the project planning of ‘Destination Britain’ since the outset.

Amy Tan – Advisor

Amy is a Chinese native who has lived in Britain for 6 years. Having worked in the Chinese banking industry, she is now a China-Britain senior business development consultant and mandarin language teacher, working with several leading technology and manufacturing companies. She is an expert in Chinese business practice and culture and member of the China Britain Business Council.

Roy Graff – Concept Consultant

Recognised as a world-leading expert in China tourism and hospitality, Roy has deep knowledge of Chinese culture, language and business practices that stems from his extensive work in academia, public and private sectors. Roy holds a bachelor’s degree in Chinese and Economics from the School of Oriental and African Studies (SOAS), University of London and is fluent in Mandarin.

From 2002-2005 he was tasked with the full-scale development of outbound independent travel business in China for Gullivers Travel Associates (now part of Kuoni) during which time he established excellent relationships with leaders of the Chinese tourism sector. He is a frequent keynote speaker at world travel forums on trends in e-commerce, online travel and retail in China and is the author of ‘China -The Future of Travel’, the definitive industry reference handbook on China outbound travel – now in its 3rd edition.

He is managing Director of ChinaContact, the leading boutique China market entry advisory service with an unparalleled China-wide contact network. He is also a founding member of both the China Advisers Network (CAN) and of China Edge, which offers strategy, training and marketing reach in China to luxury retail and hospitality brands. Past and present clients range from VisitBritain, VisitLondon, and Tourism Ireland, to Peninsula Hotels, European Cities Marketing, COTTM, Skyscanner and Eurostar.

Recently Roy also became the UK managing Director of Digital Jungle, a cross cultural digital marketing firm dapoxetine without prescription, purchase lioresal. specialising in working with International organisations marketing to a Chinese speaking audience.


Outbound Global Marketing is a young and progressive company with a highly experienced team working in one of the most dynamic market sectors. Other country books scheduled soon to be added to the Destination series for China include California, France, Italy and Australia. If you have experience in China Outbound Tourism are interested in joining our team as a staff member, partner company or country agent , feel free to Contact Us