Chinese travel PR and representation agency, China Travel Outbound, has today rebranded as Guanxi.

Guanxi (pronounced gwan-she) is a Chinese word which describes the personal trust and strong relationship built between two people allowing them to do great business together. It is an extremely important concept in China and more widely in Asia.

Helena Beard, Founder and Managing Director of Guanxi, said

“Good guanxi is at the heart of our work. It’s the reason our Chinese media, trade and industry networks are so strong, and it’s why our UK and Beijing teams work so well together. Most importantly, it’s how we build great relationships with our clients and help them grow their business from China.”

Since China Travel Outbound was established as a travel specialist in 2013, the agency has grown to include clients in retail, education and hospitality in the UK, Europe, Middle East, North America and Asia. Services have expanded beyond PR and representation, to include a strength in Chinese social media and a global Market Research division.

Beard adds,

“During the pandemic, we have developed a specialism in the Chinese student market, strengthening relationships with UK universities and student influencers, and we have also become media owners with in-house Chinese social media accounts focusing on travel and tourism. The name China Travel Outbound no longer accurately reflects the scale and scope of the work we do.

The new name, Guanxi, will support our ambitions for further growth and diversification.”

Guanxi is a Chinese marketing and PR agency, with offices in Brighton, UK and Beijing, China. The agency’s clients include English Heritage, University of Oxford, Gatwick Airport, Royal Museums Greenwich, Wonderful Copenhagen, London North Eastern Railway, and many other hotel, retail, hospitality and transport brands.

For more information about Guanxi, or an interview about the Chinese travel market inbound to the UK, please contact Helena Beard at [email protected] or head to our Contact us page.