China
Visitor characteristics
- Chinese visitors tend to be younger than the average visitor to the UK: half of Chinese visiters were aged 25-44 in 2016
- 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) were repeating a visit they made within the past 10 years
- Almost all holiday visitors from China are Chinese nationals
- 73% of departing visitors are ‘extremely likely’ to recommend Britain for a holiday or short-break
Popular activities
Visited a Museum
Visited Parks/ Gardens
Went Shopping
Global context
| Measure | 2016 |
|---|---|
| International tourism expenditure (US$bn) | 261.1 |
| Global rank for international tourism expenditure | 1 |
| Number of outbound visits incl. Hong Kong and Macao (m) | 85.0 |
| Number of outbound visits excl. Hong Kong and Macao (m) | 57.3 |
| Most visited destination overall | Hong Kong |
| Most visited destination overall (excl. Hong Kong and Macao) | Thailand |
| Most visited destination in Western Europe | France |
Key demographic and economic data
| Measure | 2016 |
|---|---|
| Population (m) | 1,404.1 |
| GDP per capita PPP (US$) | 13,802 |
| Annual average GDP growth over past decade (%) | 9.0 |
| Annual average GDP growth in the past year (%) | 6.7 |
Inbound visits to Britain
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Access to Britain from China
| Measure | 2016 |
|---|---|
| Weekly aircraft departures | 58 |
| Weekly seat capacity | 15,144 |
| Airports with direct routes in China | 5 |
| Airports with direct routes in Britain | 3 |
- Monthly airline seat capacity from China to Britain has grown by almost 75% since 2011 thanks to new flights, including flights from Guangzhou to London Heathrow, from Beijing to Manchester and from Chongqing to London Heathrow*
- Seven airlines currently operate flights from China to Britain
- Departing Britain for China by air incurs an Air Passenger Duty of £75 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 (£89)
*2016 data
What the Chinese think about Britain
- In the 2016 Nations Brand Index Survey sentiment regarding Britain was very positive as they ranked Britain third overall compared to 49 other nations
- However two areas of relative weakness for Britain remain: perceptions of ‘welcome’ and of ‘natural beauty’
- Britain is highly associated with ‘museums’, but the Chinese little associate Britain with 'circus' or 'pop videos'
- The Chinese are more likely to expect a trip to Britain to be 'spiritual', 'relaxing' or 'romantic' than is the typical inbound visitor
- Key motivators of holidays include ‘enjoy the beauty of the landscape’, ‘feel connected to nature’ and ‘have 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
- Spicy food is a favourite and there is a preference for Chinese food
The leisure & travel trade
- Travel agents play a vital role in China, with major reasons for consumers preferring to use an agent including convenience, language barriers, visa preparation, knowledge gaps and value
- There are around 700+ licensed agents - only about 100 are capable of handling Europe/UK bound trips
- The best time to visit is March to early April and mid-October to early December
- If visiting the trade in China it is important to take an interpreter/guide
Downloads
China Market Profile
Discover which aspects of Britain resonate with Chinese visitors. Published October 2013
Find out where visitors from China to the UK reside in their own country. Published 2013
Examine flight capacity from Asia-Pacific markets to Europe via Middle Eastern hubs, and the consequences this has for visitors to Britain. Published April 2012
Find out whether the visa application process is a barrier for potential Chinese visitors. Published 2012
Explore the population, economy, perceptions and demographics of the Chinese in our BRIC report. Published January 2010
Further your understanding of Chinese business travellers. Published May 2010
You might be interested in this opportunity
Consumer
Is your business ‘China-ready’? We can help Chinese visitors find your business more easily.
Price £: Free
Status: Registration open
Exchange rate
1 GBP = 8.5979 CNY
As of 21 August 2017
Retrieved from the Bank of England
