“Get China Ready” Greenwich Workshop Go China Case Study

“Get China Ready”
Greenwich Workshop
Go China Case Study
Tourism South East
Fran Downton
International Marketing Manager
www.hellobritain.cn/visitsoutheastengland
Tourism South East
• Constantly evolving but…….
• Still not-for profit
• Still a member and partner organisation
• With a mission to…
‘Provide services and expertise to
support the performance and growth of
tourism businesses and destinations.’
www.hellobritain.cn/visitsoutheastengland
TSE Services
• Membership and Partnership – Businesses and Destinations
• Marketing – Groups, Business, Consumer – Domestic and
International
• Training Services – Welcome to Excellence
• Research Services – Visitor Surveys, Value/Volume
• Visitor Services – TICs and TIPs
• Beautiful South Awards
www.hellobritain.cn/visitsoutheastengland
Go China Campaign
• Origin – VisitBritain/SEEDA
• Original Partners – Bicester Village/Windsor/ West
Oxon/Waddesdon/Blenheim
• VisitBritain
• China Holidays
www.hellobritain.cn/visitsoutheastengland
Current Partners
• Visit Portsmouth
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Emirates Spinnaker Tower
Portsmouth Historic
Dockyard
Gun Wharf Quays
Blenheim Palace
Bicester Hotel
Royal Borough of Windsor
Waddesdon Manor
• Hartwell House
• Visit Brighton
• British Airways i360
• Visit Guildford
• McArthur Glen–Ashford
Designer Outlet
• Leeds Castle
• Dover Castle
www.hellobritain.cn/visitsoutheastengland
Target Markets
• Trade – on territory and UK based
• VFR/Students – UK based
• Consumer – on territory and UK based
www.hellobritain.cn/visitsoutheastengland
Go China Website
www.hellobritain.cn/visitsoutheastengland
Trade – on territory
• Sales Missions – VB
• Sales Missions – China Holidays
• China Printed Guide
• Enewsletter
• Explore GB
www.hellobritain.cn/visitsoutheastengland
VFR/Student – UK Based
• European Times
• Working with Universities
Chinese students in UK - 89,000
Non EU -India – 18,000
EU - Germany - 13,000
www.hellobritain.cn/visitsoutheastengland
Consumer – on territory and UK Based
Social Media
www.hellobritain.cn/visitsoutheastengland
Mr Panda
www.hellobritain.cn/visitsoutheastengland
VisitBritain Photoshoot
www.hellobritain.cn/visitsoutheastengland
Trade Delegations
• Guangdong Province
• Zhjiang Province
• Yunnan Province
www.hellobritain.cn/visitsoutheastengland
Go China Outcomes
The value of the China market in South East 2015:
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Largest UK visitor region outside of London
Visits up to 309,000 a 11% year on year increase
Average spend of £2,170 per person (2015 International
Passenger Survey )
• Bicester Hotel – Visitor stays from Chinese up
“We have turned down many, many groups as we don’t have
the bedrooms to accommodate them.” Sept 2015
www.hellobritain.cn/visitsoutheastengland
Go China Campaign
How Much?
£2,000 per partner
www.hellobritain.cn/visitsoutheastengland