Destination Britain China & Northeast Asia 2025
Photo by: VisitBritain/Kevin Moran Photography
At a glance
- Event dates: 26 to 28 November 2025
- Registration deadline: Registrations have now closed. Please email [email protected] if you have any queries
- Location: Chengdu, China
- Price: Primary Delegate: £4,500 + VAT.
Secondary Delegate (shared meeting diary and presence with primary): £3,000 + VAT. - Grants: There are currently no grants available through VisitBritain, but it is worth checking with your Destination Development Partnership (DDP), Local Visitor Economy Partnership (LVEP) or Destination Management Organisation (DMO) as in some instances grants are available through local authorities to attend overseas trade events.
Who is it for?
International trade-ready businesses, including (but not limited to) destinations, accommodation providers, DMCs, transport providers, attractions and experiences.
Priority will be given to businesses, products and experiences that are particularly relevant to the market.
All registrations are subject to approval to ensure a variety of regions and product types are represented.
Why should I target these markets?
The UK is forecast to welcome 768,000 Chinese visitors in 2025, with a projected visitor spend of £ 1.5 bn. Travel trade play an important role in the Chinese travel market with almost half of China travellers booking single packages for their travel to the UK.
The UK is forecast to welcome 389,000 Japanese visitors in 2025, with a projected visitor spend of £433m and 254,000 visitors from South Korea with a projected visitor spend of £274m.
To learn more about these markets, watch a playback of our most recent market webinars and read our research and insights.
What do I get?
- One-to-one pre-scheduled appointments with selected China, Japan and South Korean buyers actively selling Britain.
- Online diary to pre-schedule appointments with up to 60 buyers.
- Three nights accommodation during the event (check-in 26 November, check-out 29 November). Additional nights can be booked at own expense.
- Dedicated space for meetings with buyers from China, Japan and South Korea
- Table for one-to-one appointments. Secondary delegates share a table and meeting diary with primary delegates.
- Seminars as well as networking opportunities throughout the event.
- Access to a comprehensive list of contacts from the market to follow up with post-event.
- Hosted dinner with Chinese, Japanese and South Korean buyers.
- Meals during the sales mission dates.
- Database of contacts that have attended the event.
What is not included?
- Flights/personal transportation from the UK.
- Additional nights at the hotel outside of 26 – 28 November.
- Food and drink prior or post the mission dates.
- Any other personal expenses.
Destination Britain China & Northeast Asia 2025
At the point of registration, you will be asked to complete some questions on your market relevance, trade-ready products and regional focus. Your responses will be scored against the eligibility criteria to identify those who best meet them and are most suited to attend. Based on the scores, the top scoring suppliers will be selected to participate. This structured, data-driven approach ensures fairness and consistency in the selection process, helping to bring together the best mix of attendees.
Full details on the supplier eligibility matrix/criteria can be found on the event registration page. If you have any questions about this new application process, please contact [email protected].
Please do not book any flights, transfers, etc. until you receive notification from VisitBritain that your application has been approved.
