Visit Britain, which is in charge of promoting the UK as a tourist destination to overseas visitors, is to partner with a China-based airline in order to attract more Chinese tourists.
The public body, which is funded by the Department for Digital, Culture, Media & Sport, has published a £6 million contract to find a partner with “strong networks” across Chinese cities including Beijing and Shanghai.
The latest figures from Visit Britain showed that the number of Chinese visitors coming to the UK jumped 29% in 2017 compared to 2016, reaching a record 337,000 visitors.
They also spent 35% more than in the previous year, at £694 million.
The contract with the airline would last for two-and-a-half years and would involve the company promoting Britain to its Chinese customers.
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