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Helping Greenwich
to offer a
GREAT China Welcome
Programme for today
• Welcome & Objectives
• China: the opportunity
• How to offer a GREAT welcome to Chinese visitors
• Go China case study: Tourism South East
• Within our hood: a panel discussion
– University of Greenwich
– Royal Museums of Greenwich
– Twin UK
• Q & A
• Next steps
Market introduction
Four gateway cities
Q1:How many people live in China?
A.
1 billion
B.
1.1 billion
C.
1.3 billion
D.
1.5 billion
Q2:What is the Chinese Zodiac sign for this year?
A.
Monkey
B.
Sheep
C.
Rabbit
D.
Horse
Q3:How long does Chinese New Year last for?
A.
1 day
B.
3 days
C.
8 days
D.
15 days
Q4:What is the official currency?
A.
RMB
B.
Rembini
C.
Dollar
D.
Yuan
Q5:What language is most spoken?
A.
Cantonese
B.
Mandarin
C.
English
D.
Pekan
Q6:Which of these is most popular in China?
A.
Harry Potter
B.
The Beatles
C.
William Shakespeare
D.
Sherlock Holmes
Q7:What is the average salary?
A.
$9,000
B.
$12,000
C.
$18,000
D.
$26,500
Q7:
A.
1 x
B.
2 x
C.
3 x
D.
4 x
How does average spend of Chinese
visitors compare to all overseas visitors?
Q8:
A.
B.
C.
D.
Which of these digital / social channels
are popular in China ?
Chi
CHINA – Why all the fuss?
Key UK inbound market facts
270,000Visits
£586mSpending
To UK: %, rank 3% 9th
Source: International Passenger Survey, 2014
Long term view: clear upwards trend with the occasional blip
Source: International Passenger Survey
Visits and spending to the UK from China
2014 - 2015
Holiday visits have grown the most
Source: International Passenger Survey
Visits to the UK from China, by journey purpose (000s)
2012-14 avg.
ChinaAll
markets
Holidays 39% 39%
VFR 22% 28%
Business 23% 24%
Misc 16% 8%
Source: International Passenger Survey
Journey duration
2002-2004 2012-2014
1-3nights 10% 4%
4-7nights 11% 16%
8-14 nights 29% 45%
15+nights 50% 35%
Proportion of all Chinese holiday nights
Average duration of holiday visits to the UK:
• China: 9.6 nights
• All inbound markets average: 6.2 nights
Medium length trips have become more popular:
And Chinese visitors stay longer than average:
Regional spread – stronger in Scotland and NE
47%
10%2%
2%
1%
2%
1%
0%
4%
1%
24%
6%
Regional spread of Chinese holiday nights. Colour coding indexes against average of all UK inbound tourists.
Source: International Passenger Survey
All visits,2012-14 (000s)
Total UK 216,000
London 159,000
Scotland 53,000
South East 35,000
North West 24,000
East Of England 20,000
South West 16,000
Yorkshire 10,000
West Midlands 7,000
North East 5,000
East Midlands 5,000
Northern Ireland 4,000
Wales 3,000
Most visitors are under 45
Source: International Passenger Survey
% of visitors in each age band, by age
Although this will change
Source: International Passenger Survey
% of population in each 5 year age band, millions
What Chinese Holiday visitors do in Britain
What Chinese Holiday visitors do in Britain
Interest in British culture and attractions
Monarchy / the Royals 1
Shakespeare 2
Food 3
Sherlock Holmes 4
The London Underground (the tube) 5
Harry Potter 6
British fashion labels 7
Edinburgh Festival 8
Afternoon tea / cakes 9
Downton Abbey 10
Bagpipes 11
Pubs 12
Beatles 13
Music Festivals 14
Red double decker bus 15
Football 16
Agatha Christie 17
Cheap high street shopping 18
Myths and Legends 19
Dickens 20
Opera / Ballet 21
West End Theatre / Musicals 22
Paddington Bear 23
Black cabs 24
Cricket 25
Historical landmarks e.g. Beg Ben etc 1
Castles 2
World-famous universities and/or schools 3
Cathedrals/ churches 4
Royalty – residences and royal ceremonies 5
Museums 6
Historical/ Classical art galleries 7
Street fairs/ arts and crafts markets 8
Stately homes/ country houses & mansions 9
Restaurants serving the local cuisine 10
Award-winning or interesting architecture 11
Interesting and/ diverse neighbourhoods 12
Contemporary/modern art galleries 13
Food markets 14
Award-winning restaurants 15
Locations from famous films/ TV 16
Live music shows 17
Live theatre 18
Sports matches and/ or venues 19
Interest in aspects of British culture
Likelihood of visiting different attractions if visited Britain
Nation Brands Index – UK brand is strong in China
Ranking given to UK on each aspect (out of 50 countries)
China All markets
Overall Nation Brands Index ranking 2 (+1) 3
Historic buildings 4 5
Vibrant cities 3 (2) 4
Visit if money was no object 2 (2) 6
Natural beauty 6 (10) 18
Contemporary culture 3 3
Cultural heritage 3 (1) 6
Welcome 3 (11) 11
Source: GfK Nation Brand Index, 2015
Exchange rate was a challenge in 2015 but has eased recently
Source: Bank of England
¥100 buys:
Medium term economic outlook
2015 2016 2017 2018
Real GDP growth 6.9% 6.2% 6.0% 5.9%
Real consumer spending growth 8.1% 7.5% 7.0% 6.8%
Exchange rate, ¥ per £ ¥9.6 ¥9.3 ¥9.7 ¥9.8
Source: Oxford Economics
Consumer spending powering ahead
6%Visits to UK: 6% 9%27%
THE DIGITAL LANDSCAPE - 1
THE DIGITAL LANDSCAPE - 2
Online Payments
The
GREAT China Welcome
programme
By 2020:
- 450K visitors
- £1 billion spend
Our ambition
Four key areas
Aims to make Britain the most welcoming destination in Europe for Chinese visitors
A GREAT China Welcome charter for British
tourism suppliers and retailers who are
already ‘China-ready’ to help connect them to the
market
An industry wide education programme
which helps UK hospitality businesses
to become
‘China-ready’
March 2014: Launched to UK industry
November 2015: Launched to Chinese travel trade at Destination Britain event
February 2015: Given thumbs up by PM at Oxfordshire Cotswolds Tourism event
July 2015: awarded Silver for best overall performance in the global 2015 Chinese Tourist Welcome awards
In 2014 Britain was ranked
14in China, when it came to Welcome
In 2015 Britain had climbed 11 places to
3Source: GfK Anholt Nations Brand Index, November 2015
Membership criteria: at least one of these:
1. A product or service that is of genuine interest to potential Chinese visitors & their needs
2. First-hand experience of Chinese visitors
3. Mandarin or Cantonese speaking staff
4. Translated websites, apps or literature
5. Visitor information or signage in Mandarin?
6. Visitor-facing staff undergone training about Chinese culture and etiquette
7. Facilities for customers to pay using UnionPay
8. Collaboration with a peer organisations in China
June 2016: Almost 400 members
These include:
90+hotels or
accommodation agencies
70+attractions
50+tour
operators
20+retailers
10+destinations
UnionPay Partnership
GCW Brand
Listings
Promotion
DistributionInsights
Priority
Discounts
What does it give you?
£0
£0
£0
£0£0
£0
£0
What does it cost?
FOR NOW!!!
Current opportunities
• Media & social media promotions
• Fam trips (October & March)
• Photo competitions
• Seminar & networking fair
• New directory
• Trade missions
– Destination Britain China, 21 – 23 November
Lessons learned from GCW members
• Start with the UK-based intermediaries: ground handlers, tour ops, tour guides
• Don’t think you have to adapt everything –a little gesture goes a long way
• Make the experience:
– relevant
– bookable
– shareable
• Work together
• Get social
Chinese social media
VisitBritain has 850K followers on our Weibo
account and 70K subscribers to
our WeChat feed
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