UKinbound and Guanxi deliver China Welcome Training

June 8, 2023
By Helena Beard

UKinbound has launched a new series of workshops with specialist Chinese tourism consultancy, Guanxi, to ensure that tourism businesses throughout the UK are ready to receive and welcome back visitors from China who have not been able to travel for over three years.

The first training course will take place on 3 July hosted at the British Motor Museum in Warwickshire in partnership with destination management organisation Shakespeare’s England.

Joss Croft OBE, CEO of UKinbound said: “Before the pandemic, China was the UK’s second most valuable international market for expenditure –  spending £1.7 billion in 2019. Visitors from China also like to spend around 65% of their nights outside of London when they are in the UK so economic benefits from these travellers are felt in all of our nations and regions.  

“We know that the pent-up demand for international travel and appetite for visiting the UK is very high right now in China but the UK travel trade needs to understand how best to welcome and look after these visitors whose outlook will have changed immeasurably since 2019.”

Helena Beard, Managing Director of Guanxi, commented: “Our interactive workshops will help tourism and hospitality businesses understand the travel motivations, cultural differences and post-pandemic travel trends of Chinese tourists, providing practical tips on how to tailor experiences and other products, communicate with customers, and offer the best kind of service to this valuable new wave of Chinese visitors.”

For more information on the workshop running on 3 July and dates on our other workshops please visit or contact [email protected]


For further information, contact Antonia Stratford 

[email protected] | + 44 (0) 7957 471235  

Notes to Editors 

  • In 2019 the UK welcomed 40.8 million international visitors, who contributed £28.4 billion to the UK economy 
  • In 2019, there were 883,000 Chinese visitors to the UK, contributing £1.7bn to the visitor economy
  • Inbound tourism is the UK’s second largest service export, second only to financial services. It is larger than UK vehicle exports and oil exports from the North Sea 
  • Overall, inbound tourism is the UK’s fifth largest export industry 

About UKinbound – UKinbound is a leading travel trade association and the only one which focuses solely on the interests of the UK’s inbound tourism sector. It has over 300 members including tour operators, destination management companies, accommodation providers, attractions, destination marketing organisations and service providers including restaurants, transport, retail, ticketing and professional services. UKinbound addresses and engages with Government, the media, travel trade and the general public to raise awareness of inbound tourism’s significant impact on the UK economy and drives a return for its members. 

About Guanxi

Guanxi is a travel PR and Marketing consultancy, specialising in the Chinese market. As well as China Welcome training and market consultancy, Guanxi also offers sales representation, marketing and Chinese social media through its offices in Beijing and Brighton. Clients include English Heritage, London North Eastern Railway, City Cruises and Gatwick Airport. 

Training is delivered by Guanxi’s Managing Director, Helena Beard, an experienced trainer and lecturer.

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