VisitBritain Expands Efforts in China: Aiming to Boost Visitor Spend and Regional Exploration Across Britain

By: Paramita Sarkar

As part of a strategic push to boost tourism, VisitBritain CEO Patricia Yates is joining the Prime Minister’s delegation to China this week. This visit highlights efforts to tap into China’s growing outbound travel market, with a focus on encouraging visitors to explore more of Britain beyond the capital, London.

What Is VisitBritain’s Goal in China?

The primary objective of VisitBritain’s trip to China is to compete for Chinese visitors and secure a larger share of their spending. With an estimated £1.2 billion in visitor spending expected from China in 2026, the UK is aiming to solidify its place among the top international destinations for Chinese tourists. Patricia Yates’ presence on the Prime Minister’s delegation underscores the importance of this market and demonstrates the UK’s commitment to deepening cultural connections with China.

A significant part of VisitBritain’s agenda is to encourage Chinese visitors to explore regions beyond London. The introduction of new airline routes from China to regional UK cities, including Manchester, is a valuable opportunity to disperse tourism more evenly across the country. VisitBritain’s efforts are supported by its ongoing global screen tourism campaign, “Starring GREAT Britain,” which uses popular films and TV shows to entice Chinese tourists to visit filming locations in Britain’s regional destinations.

Why Is This Visit to China Important?

China has long been one of the most important markets for global tourism, and VisitBritain sees the Chinese visitor segment as a vital component of its economic growth. The tourism sector’s contribution to the UK economy is significant, with Chinese visitors not only spending money in major cities like London but also in regional areas, thereby promoting economic diversity. The potential to increase Chinese tourism to regional UK destinations is a key part of VisitBritain’s strategy to ensure long-term, sustainable growth.

The rise of digital tools and the influence of social media platforms in China are central to the tourism outreach strategy. VisitBritain’s active presence on China’s social media platforms, such as Rednote’s lifestyle and e-commerce platform, has already helped the tourism board gain recognition, making it the third most popular tourism board in China.

What Are the Specific Initiatives?

VisitBritain’s initiatives are multifaceted, with a primary focus on promoting Britain’s regional destinations, cultural experiences, and the UK’s growing appeal as a film tourism destination. As part of the ongoing “Starring GREAT Britain” campaign, the organization highlights filming locations from blockbuster films and TV shows such as Peaky Blinders, Sense and Sensibility, and Wuthering Heights. Research shows that 96% of Chinese travelers interested in visiting Britain are drawn to these filming locations.

In addition to the film tourism initiative, VisitBritain is keen on enhancing its outreach to the Chinese market through collaborations with the UK’s airline partners. By promoting new routes to regional airports such as Manchester, the campaign hopes to shift Chinese visitors’ focus to places like the Lake District, Yorkshire, and Bath. The promotion of regional destinations is intended to alleviate pressure on London’s tourism infrastructure and ensure that more of Britain’s cultural heritage is enjoyed by visitors from China.

How Will This Impact the UK’s Economy?

The increasing number of Chinese visitors presents a substantial opportunity for the UK’s tourism industry. VisitBritain’s latest forecast predicts a 31% rise in visits from China in 2026, with a total of 641,000 visits expected. This influx of visitors will contribute to an estimated £1.2 billion in visitor spend, a 35% increase over the 2025 forecast.

Beyond direct tourism spending, these visitors will also contribute to the growth of the UK’s creative industries, which have seen a surge in demand due to film tourism. British tourism businesses, including hotels, restaurants, and cultural institutions, stand to benefit greatly from this influx of visitors. The increased attention on regional destinations also ensures a broader economic impact, benefiting areas that may have been previously overlooked by international tourists.

What Is VisitBritain’s Long-Term Strategy?

VisitBritain’s long-term strategy involves targeting sustainable tourism growth by diversifying the UK’s offerings to international visitors. The focus is not only on attracting Chinese visitors to London but also on dispersing them to the rest of the UK. The government’s ongoing investments in regional infrastructure and airline routes are a testament to the UK’s commitment to making its tourism sector more inclusive and accessible.

One of the key elements of this strategy is to increase awareness of the UK’s lesser-known destinations, thus alleviating congestion in popular cities and promoting a more balanced tourism experience. The expansion of regional routes is a major driver for this, as more Chinese visitors are encouraged to consider exploring the countryside, coastal regions, and historic towns.

What’s Next for VisitBritain’s Efforts in China?

VisitBritain’s trade mission to Chengdu last year is another example of how the tourism board is fostering relationships with Chinese travel buyers and tourism operators. This week’s visit to Shanghai and Beijing will build on these efforts, with the aim of establishing stronger links between British tourism businesses and Chinese travel agencies. VisitBritain is also hosting top travel buyers from China in early February to further promote regional Britain, giving them firsthand experience of the country’s diverse tourism offerings.

As VisitBritain continues to work closely with the UK government, cultural institutions, and industry partners, the ultimate goal is to secure a consistent flow of high-value visitors from China, contributing to the UK’s economic prosperity through tourism for years to come.

Conclusion

The UK’s efforts to attract Chinese tourists, particularly to its regional destinations, are a central part of VisitBritain’s tourism strategy for 2026 and beyond. By focusing on film tourism, regional destinations, and leveraging the growing role of digital media in Chinese travel decisions, VisitBritain is well-positioned to compete for a significant share of the Chinese outbound market. With increased collaboration between the government, the tourism industry, and Chinese travel buyers, the UK aims to build long-lasting cultural connections and foster sustainable tourism growth in the coming years.