On 22nd March 2019, it was our pleasure to host the “Year of Discovery 2019” media workshop in Beijing for Visit Wales. The event was attended by 10 journalists representing influential media outlets in China, including National Geographic Traveler, China News and Conde Nast Traveler. Visit Wales invited them to learn more about Wales’ tourism hotspots and unique natural scenery.
The representative for Visit Wales, Susan Jiang, introduced the destination to the attendees and spoke about the themed tour routes in Wales created especially with the Chinese tourism market in mind. Susan was joined by Mr. Li Feng, a self-drive travel expert, who shared his personal experiences of two distinct car journeys across Wales. Representatives from Visit Britain and Qatar Airways also attended the event.
Following the workshop, the attendees had an enjoyable afternoon baking traditional welsh cakes and got creative making British flower art.
In 2019, Visit Wales launched their “Year of Discovery” campaign to highlight the country’s wonderfully unique travel experiences. This year, Visit Wales created three new national routes for outdoor travel and restaurant enthusiasts to highlight the country’s diverse travel options. Wales also boasts the world’s only continuous coastal road stretching nearly 1,400 kilometres, Europe’s longest zip wire and over 600 castles to explore. These are exciting angles to promote Wales to Chinese travellers.
Results
Output from the event included 10 pieces of editorial about Visit Wales published by the 10 media outlets who attended the event. The combined media value of the coverage is estimated to be £13,900.
Guanxi – How We Can Help You
We specialise in marketing travel and tourism brands to Chinese customers, offering a comprehensive range of services tailored to this influential market. From cultural training and in-market PR to sales representation and social media activity, we help hotels, attractions, destinations, and businesses connect meaningfully with Chinese audiences.
We also warmly invite potential collaborators interested in joining us for future projects, providing an opportunity to promote their brand to Chinese students or enhance their social media impact within the Chinese audience. Please feel free to contact us.