spent by Chinese tourists in Britain last year
visit luxury stores while in the UK, and spend an average of £2,100 ($2,800) per visitor, according to Patricia Yates, director of strategy and communications at VisitBritain, part of the British Tourist Authority.
“We know that value is one of the most important criteria for holiday choice across the world, and Britain is looking like a particularly good value for Chinese currency — we are 8 percent cheaper than this time last year,” Yates said. “I think it is important for our longhaul markets like China that we get the message out that we are a particularly good value.”
China’s outbound tourism has grown at double the rate of its GDP over the past three years, and visits to the UK leaped by 46 percent in 2015. Increased disposable income among Chinese and changes to visa regulations have contributed to the upturn, yet Yates said the rapid influx of Chinese tourists into the UK caught VisitBritain by surprise.
“When we first forecast where our market growth would come from immediately post-Olympics, we talked about China really being the long play — we wanted to double the value of the market by 2020 to £1 billion, but we have seen China grow so quickly that it is no longer a long play, it is one of the most valuable markets,” she said.
Last year, spending by Chinese tourists in Britain rose 18 percent to £586 million, making it the ninth most valuable market for the UK in terms of spending. For many in tourism, retail and hospitality, getting “China ready” has been central to business strategy in recent years. More than 300 businesses signed up for the UK’s China Welcome program to help find ways of making their product more appealing to Chinese visitors.
Beiwei 55’s Smith said British brands are in strong demand by Chinese tourists, and that a trip to Oxford Street is as important as a “selfie” in front of Big Ben.
“In general, shopping is a must do while (Chinese visitors) are in the UK,” Smith said. Travelers have started to request visits to less internationally established retailers, like the health store Holland & Barrett and the shoemaker Clarks, in addition to prominent luxury brands.
“There are the obvious brands, like Burberry, that they are after, but there are certain ones which are less expected like (handmade cosmetics company) Lush,” he said.
Lush has taken several measures to improve the experience for Chinese visitors at its stores. Many Lush shops carry catalogs in simplified Chinese, and all of its UK tills accept Bank of China cards. UnionPay and Alipay will be accepted on its UK website starting in August.
“We know (Chinese customers) like to visit the home of Lush in the UK,” Karen Huxley, head of global public relations at Lush, said. “Shops in key tourist areas have Mandarin-speaking staff — like our Oxford Street store.”
While luxury brands are likely to be buoyed by increased sales to foreigners because of the weakening pound, there is concern among retailers over inflation affecting imported goods and falling demand from domestic consumers.
Beyond retail, Yates said one of the biggest drivers for the UK tourism industry is the country’s ancient and modern cultures. From Shakespeare to Sherlock Holmes to Harry Potter, British figures both real and imaginary are as much of a draw as the country’s landmarks and idyllic countryside. Widely publicized visits from Chinese leaders also are thought to have an effect on what Chinese visitors seek out.
“We are seeing an increasing number of tourists from emerging markets such as China, particularly since (former premier Wen Jiabao’s) visit to Shakespeare’s birthplace in 2011,” said Alisan Cole, PR executive for the Shakespeare Birthplace Trust, which oversees visits to the Bard’s family homes in Stratfordupon-Avon.
Smith calls President Xi Jinping’s visit to the UK last year a “huge boost” to bookings, noting that many visitor itineraries now directly reflect activities Xi undertook while in the UK. Fish and chips and a pint is now a common request following the well-publicized pub visit by Xi and former UK prime minister David Cameron.
The hospitality industry is set to receive a boost, too, with the weak pound, increasing both the number of inbound visitors and Britons opting for “staycations” by remaining within the country’s borders for summer holidays.
Stephen Cassidy, senior vice president for UK & Ireland, Hilton Worldwide, said the hotel chain is focused on specific steps to make the rising numbers of Chinese guests feel welcome.
“The Hilton has its very own tailored program for Chinese travelers called Hilton Huanying, which takes its name from the Mandarin word for welcome,” Cassidy said. “The scheme focuses on three signature hospitality touch points — the arrival experience, guest room amenities and the breakfast experience. From a special ‘ huanying greeting’ on arrival, to world class Chinese cuisine and a Mandarin-translation service.”
The welcome program is available at more than 130 Hilton hotels in 32 countries and 80 cities — including many of the company’s UK locations.
According to the 2014 Nations Brand Index Survey, tailoring receptions for Chinese guests would greatly improve perception of the UK among visitors. The survey found the two areas of relative weakness for Britain were perceptions of “welcome” and “natural beauty.”
The survey also found that Chinese visitors closely associated the UK with museums and that more Chinese visitors than the typical inbound traveler expected a visit to Britain to be romantic.
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