China

From 22 May we will be working to update all of the data and documents on this page following the Office of National Statistics (ONS) revision of the International Passenger Survey (IPS) data for 2009-2018 and the released detailed 2019 data. UK data will be updated first and followed by the regional data from 27 May. Please be patient as we update these pages or contact the VisitBritain research team if you have any questions- VB/VEResearch@visitbritain.org. Thank you.

Visitor characteristics

Chinese visitors tend to be younger than the average visitor to the UK: about 46% of visits from China were made by people aged 16-34 years old in 2018
Those visiting Britain from China are more likely than average to be making their first visit: only 30% of the holidaymakers from China departing the UK in 2015 (excluding British expats) had already visited the UK within the past 10 years
Almost all holiday visitors from China are Chinese nationals
73% of departing staying holidaymakers from China (excluding British expats) were ‘extremely likely’ to recommend Britain for a holiday or short-break in 2017

Popular activities

Dining in a restaurant

Visited Parks/ Gardens

Went Shopping

Global context

Measure	2018
International tourism expenditure (US$bn)	277.3
Global rank for international tourism expenditure	1
Number of outbound visits incl. Hong Kong and Macao (m)	100.0
Number of outbound visits excl. Hong Kong and Macao (m)	67.1
Most visited destination overall	Hong Kong
Most visited destination overall (excl. Hong Kong and Macao)	Thailand
Most visited destination in Western Europe	France

Key demographic and economic data

Measure	2018
Population (m)	1,428.4
GDP per capita PPP (US$)	16,805
Annual average GDP growth over past decade (%)	7.9
Annual average GDP growth in the past year (%)	6.6

China Market Profile (PDF, 1.4MB)

visitbritain_marketprofile_china_2019.pdf

China Market Snapshot (PDF, 1.53MB)

china_market_snapshot_28082019.pdf

China Aviation Profile (PDF, 960 KB)

china_aviation_profile_2019.pdf

Find out where visitors from China to the UK reside in their own country (Excel, 212KB, Published 2013 and 2017)

annual_states_of_residence_2018_for_web.xlsx

Learn more about the role culture plays for Chinese visitors (PDF, 3.14MB, Published 2016)

foresight_145_-_leveraging_our_culture_brazil_china_italy.pdf

Discover which aspects of Britain resonate with Chinese visitors (PDF, 5.35MB, Published October 2013)

2013-10 Profiling China’s leisure travellers_0.pdf

Find out whether the visa application process is a barrier for potential Chinese visitors (PDF, 1.37MB, Published 2012)

china_visa_research_presentation.pdf

Exchange rate

1 GBP = 8.7573 CNY

As of 27 May 2020

Retrieved from the Bank of England

Inbound visits to Britain from China

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Number of visits

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Total expenditure (GBP)

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Average spend per visit (GBP)

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What the Chinese think about Britain

Chinese respondents to the 2019 Anholt Nation Brands Index usually hold a positive opinion of Britain: they ranked it third overall compared to 49 other nations. They also ranked Britain third for their perception of both tourism in Britain and the British culture
The Chinese associate Britain highly with ‘museums’, and also 'films' and 'sports'
The Chinese expect that a trip to Britain would be 'educational' and 'fascinating'
Key motivators of holidays include ‘enjoying the beauty of the landscape’, ‘feeling connected to nature’ and ‘having fun and laughter’, with Australia considered the ‘best place’ to indulge in all three

Caring for visitors

It is important to appreciate cultural differences
Visitors appreciate ‘support’ in the form of Chinese language facilities (signage, Mandarin-speaking staff, Chinese TV channels, for example)
Spicy food is a favourite, and if the younger and more aflluent Chinese travellers are more exposed to the Western culture and food, there is still a preference for Chinese food among many
Mobile payments are becoming more and more popular in China, and travellers appreciate being able to use those abroad as well

The leisure & travel trade

If the FIT (Free and Independent Travel) segment keeps growing, travel agents still play a vital role in China, especially among the first-time long-haul travellers for their convenience and help they provide on language barriers or visa processes
There are 200+ recognised travel agents under the ‘Approved Destination Status’ agreement in China: they are the only agents who can process leisure ADS visa applications, and thus operate leisure tours
If visiting the trade in China it is important to take an interpreter/guide, to prepare business cards to exchange, and to be punctual and well-prepared

Access to Britain from China

Measure	2019
Weekly aircraft departures	86
Weekly seat capacity	23,191
Airports with direct routes in China	13
Airports with direct routes in Britain	4

In 2019, the highest share of departing seats were from the Beijing to London Heathrow route, with a 30% share
Out of all the airlines to operate the China to Britain route in 2019, Air China served the most departing seats
In 2019, two additional airports began serving routes to the UK: Beijing Daxing International and Zhengzhou
Weekly aircraft departures increased by 23% in 2019, compared to 2018
In 2019, the highest rate of flight departures took place in July-September
Departing Britain for China by air incurs an Air Passenger Duty of £78 in economy class
Visitors from China require a visa to visit Britain. Since 2016 a new scheme automatically upgrades Chinese applications for a six-month standard visa to a two-year multi-entry one, at the same cost (£95)

Markets

Markets

China

China