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LONDON DEC. 6 (People's Daily Online UK)—— VisitBritain has today celebrated its milestone partnerships with Hainan Airlines (HNA Group) and Alitrip, Alibaba Group’s tourism arm, in China. Both partnerships have been established to attract more Chinese visitors to Britain.

UK Government Secretary of State for Culture, Media and Sport Karen Bradley and VisitBritain Director Patricia Yates today met with senior executives from Hainan Airlines and Alitrip at an event at Madame Tussauds in Shanghai, as part of the fourth UK-China People to People Dialogue. 

HNA Group announced its latest application to the Civil Aviation Administration of China for five new airline routes into Britain following the new air service agreement between China and the UK. VisitBritain’s partnership with Alitrip, following a Memorandum of Understanding for Strategic Partnership signed in October, will create a virtual British marketplace on Alitrip’s digital platform, showcasing the diversity of UK tourism products directly to millions of Chinese consumers and also promoting experiences and destinations across Britain to Chinese visitors. 

The event also shone the spotlight on football, with VisitBritain partnering with SuperSports, China’s official Premier League broadcaster, to launch a competition to find China’s biggest Premier League fan with the prize being a VIP football-themed trip to Britain. 

UK Secretary of State for Culture, Media and Sport Karen Bradley said: 

"The UK is home to world-class museums, fantastic heritage sites and stunning countryside. This partnership between VisitBritain, HNA Group and Alibaba will make it even easier for Chinese tourists to enjoy the wonderful attractions the UK has to offer, and is another example of how we are doing business right across the globe."

President of Hainan Airlines, Jianfeng Sun, said:

“Hainan Airlines will make full use of the opportunities created by the Air Service Agreement to further explore and develop the British market together with VisitBritain.”

Alitrip Senior Vice President, Jerry Hu, said:

“Chinese tourists are showing more interest than ever before in visiting the UK and are looking for new ways to experience popular and undiscovered British destinations. This trend also means that as more Chinese tourists visit the UK, they will interact with British brands and discover new shopping experiences in the region.”

Chinese visitors stay longer and travel more widely across Britain than other international visitors, averaging 15 nights compared to eight for other visitors, with more than half of this time spent outside London. They are some of the highest spending visitors to the UK, spending on average ￡2174 during each visit, more than three times the average visitor. Every 22 additional Chinese visitors that Britain attract supports an additional job in tourism in the UK.

Last year was a record-breaking year for visits from China to the UK with 270,000 visits, 46% up on the year before, with spend up 18% to ￡586 million – moving China into Britain’s top 10 most valuable inbound markets for the first time.

In August UK Prime Minister Theresa May launched a Tourism Action Plan to ensure that Britain remains a top destination for visitors from across the globe. 

Last year set a record for inbound tourism to Britain for visits and spend with 36.1 million visits, 5% up on 2014, and spending up 1% to ￡22.1 billion.