***Visit friends and/or relatives, ****direct flights only; number of departing seats in 2016.

Direct flights from China to the UK**** (2016)

70% of Chinese visitor nights are

spent outside London

20

UK ranking for international visits from China in 2016#30

£513m 2011-2016

+114%

2011-2016

+75%260,000visitors

3.3 times theglobal average

2016

2016

Global ranking for inbound visits to the UK in 2016#24

Global ranking for inbound spend in the UK in 2016#12

2016 averagespend per visit

£1,972

Market snapshot

Sour

ces:

*In

tern

atio

nal P

asse

nger

Sur

vey

(IPS

), *

* O

xfor

d Ec

onom

ics,

***

*Ape

x.

9 %

6 %

3 %

16%

6 %

2 %

12 %7 %

4 %

5 %

30 %

Percentages visitor nights in the UK; colour indexes against overall inbound average: above overall average on par with overall average below overall average

nightsAverage lengthof stay* (2016)

ChinaInbound tourism overview

Market snapshot*

Popular international destinations** (2016)

Regional spread of travel* (2014-2016)

Seasonal spread of travel* (2016)

Purpose of travel* (2016)

Percentages of overnight visits from China.

Pinterest - visitbritainYouku - 英国旅游局官方账号WeChat -

Consumer website: visitbritain.comCorporate website: visitbritain.orgGREAT China Welcome: www.visitbritain.org/great-china-welcomeImage library: visitbritainimages.comTrade website: trade.visitbritain.comMedia centre: media.visitbritain.com

VisitBritainUK Centre17F Garden Square968 West Beijing RoadShanghai 200041China

Travis Qian, VisitBritain Country Manager China & HK

travis.qian@visitbritain.org

Beijing-Manchester: 32,837 seats

Beijing-London Heathrow: 315,572 seats

Shanghai-London Heathrow: 299,188 seats

Chongqing-London Gatwick: 13,571 seats

Guangzhou-London Heathrow: 80,931 seats

16% 14% 47% 23%

Jan–Mar Apr–Jun Jul–Sep Oct–Dec

Hong Kong

20% 12%

Macao USA

4%

France

2%

VFR***Holiday

Study Misc

Business

46%37%

22%31%

8%1%

6%6%

18%24%

ChinaAll inbound markets

Booking habits** (2016)

Top influences in visiting Britain** (2016)

Word of mouthTravel agent or tour

operator websiteTravellers' reviews

on websites

1 2 3

Affluent trendsettersYoung and affluent professionals that are cultural adventurers

Relaxed sightseersUrban middle-class searchingfor ‘must-do’ activities

65+ 2%

55-64 6%

45-54 18%

35-44 23%

16-24 18%

25-34 28%

0-15 5%

82%71%

UK holiday packagebooked online

Transport and accommodation booked together

North West China

1 %

South West China

3 %

Beijing(province in North China)

46 %

North China

6 %

Shanghai(province in East China)

17 %East China

8 %

Guangzhou-Shenzhen-Dongguan(part of South Central China)

8 %South Central China

9 %

North East China

1 %

1Monarchy,the Royals

2Shakespeare

3Food

4SherlockHolmes

5The London

Underground( the tube )

6Harry Potter

7British

fashion labels

8Edinburgh

Festival

9Afternoon tea,

cakes

10Downton

Abbey

Travel companions** (2016)

72%

16% 13%

Spouse/ Partner

14%On their own

With childrenunder 16 With friends

7%

With other adultfamily members

Visitor profile

ChinaMarket snapshot

High

Medium

Low

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(IPS

), *

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psos

'Dec

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card

'Applicable to people who visited Britain.

Applicable to people who visited Britain.

Visitors’ origin* (2013)

of visitors from China were “extremely likely” to recommend Britain in 2015*73%

Interests in British culture*** (2015)

Market segments & attributes

Top three activities in the UK* (2011, 2016)

Visited museumsor art galleries

Visited parksor gardens

Wentshopping

Key demographics* (2014-2016)