THE UK is introducing new measures to promote tourism from China in the next 12 months, including new visa measures and a promotion campaign.
According to VisitBritain, the government announced that from 2015 to 2017, some 25,000 Chinese tourists who have booked tours to Britain will receive a refund for visa fees.
Industry players said tour operators applying for group visas through the Approved Destination Status, as well as six-month multiple-entry visas applicants, are eligible for visa rebates on the condition that specific destinations are incorporated into their itineraries, or tours to Britain commence within a stipulated time frame.
Under British legislation, each travel agency will receive government assistance not exceeding 150,000 pounds (US$245,771) per year, or the fees for some 1,800 visas.
More details will be released subsequently.
Shanghai Airline Tours’ outbound travel European centre manager, Gu Chao, commented that the refund might be initially implemented with the most reputable tour companies and agencies with larger tour groups. Industry players further noted refunds must be set at a minimum of 50 per cent to be attractive.
Meanwhile, following VisitBritain’s hospitality campaign launched early this year encouraging Chinese travellers to come, the NTO is also rolling out a large-scale marketing campaign in China this November.
VisitBritain’s strategy and communications director, Patricia Yates, said 196,000 Chinese travellers visited Britain in 2013, a 10 per cent increase from 2012.
Expenditure last year totalled 492 million pounds, up 64 per cent over 2012. Moreover, Chinese tourists to the UK spend four times more than the average foreign tourist.
VisitBritain aims to attract 650,000 Chinese tourists annually by 2020 and generate 1.1 billion pounds in tourism dollars.
Article by Jessie Liu. Translated by Ong Yanchun from the original TTG China e-Daily, September 17, 2014 article.
