One of the first priorities for an attraction embarking on a campaign to attract more Chinese visitors is to connect with any Destination Management Companies (DMCs) specialising in the market. Often, it is the DMCs who will recommend itineraries to the Chinese tour operators and, having them on board and enthusiastic about your product, can be a good start to selling group tours. In 2024, Guanxi started working with World of Wedgwood to help them enter this market, and one of our first activities was an escorted, invitation-only trip for five London-based DMCs, to visit World of Wedgwood. The primary goal was to inspire these DMCs to include the World of Wedgwood in their future travel itineraries but we were also very keen to gather insightful feedback for the client on how they could make their destination even more appealing to Chinese tourists.
About the World of Wedgwood
The World of Wedgwood is a gold award-winning tourist destination in the heart of the Staffordshire countryside. It proudly showcases Stoke-on-Trent’s most prestigious brand, Wedgwood, and features the renowned V&A Wedgwood Collection galleries. There are some great selling points for the Chinese market:
Brand – the Wedgwood brand is already popular in China and Wedgwood imports a lot of pottery there. However, there is very limited awareness that visitors can actually go and see where the pottery is made, and even create their own masterpieces!
Exhibitions – There are magnificent displays of the Wedgwood pottery and the various Collections.
Afternoon Tea and dining experiences : The Wedgwood Tea Room offers a delightful afternoon tea served on Wedgwood China.
Convenient location : En route to Manchester, World of Wedgwood offers a convenient and attractive stopover for groups. It is also near Alton Towers so handy for families and groups of friends travelling independently.
Trip Highlights
Wedgwood Factory Tour
The Wedgwood Factory offers a behind-the-scenes experience that reveals how Wedgwood products are designed, created, and crafted. The DMCs gained a deeper understanding of Wedgwood’s heritage and craftsmanship, uncovering key highlights specifically tailored for the Chinese market.
Pottery Class
The pottery class provided an engaging, creative and, importantly, memorable hands-on experience, allowing the DMCs to learn about the unique features of clay while having fun. This interactive activity is perfect for all ages, making it an excellent addition to travel itineraries.
Afternoon Tea at the Wedgwood Tea Room
The fantastic and Gold Award-winning Wedgwood Tea Room offers a stunning restaurant space in the Staffordshire countryside, perfect for enjoying the iconic Wedgwood Afternoon Tea. The DMCs enjoyed a delightful afternoon tea, complete with delicious treats and impeccable service.
V&A Wedgwood Collection Tour
A guided journey through the V&A Wedgwood Collection galleries revealed the history of Josiah Wedgwood I, showcasing his achievements, innovations, and family life. The DMCs explored stunning ceramic wares, designs, and patterns from the 18th century to the present, gaining a comprehensive understanding of Wedgwood’s legacy.
Shopping & Retail
The DMCs experienced a comprehensive shopping experience at the Wedgwood Store, learning about signature goods, pricing, and international shipping options. This retail opportunity adds significant value to any visitor’s experience, offering a chance to take home a piece of authentic Wedgwood.
Post-Trip Engagement
Following the trip, Guanxi compiled all the DMCs’ feedback into a detailed report for the World of Wedgwood. This report highlighted the destination’s strengths and provides actionable suggestions to enhance its appeal to Chinese tourists. All contact details were also passed to the client to follow up with further enquiries. Feedback from the operators was very positive, especially given the convenient location of the attraction and the opportunity for visitors to get involved in hands-on experiences. Two of the DMCs have already decided to include World of Wedgwood into their UK itineraries for 2025.
Please contact us if you are interested in similar opportunities or want to learn more about our services. We look forward to helping you connect with influential partners and elevate your attraction or destination’s profile.