In March 2025, Castle Howard made a triumphant debut in the Chinese travel industry market with its first official appearance since fully reopening to China’s outbound tourism sector. Held in the heart of Beijing, the Castle Howard China Travel Trade Event was organised by Guanxi and served as a compelling showcase of the estate’s enduring cultural and historical charm.
A Setting Fit for a Cultural Icon
The event venue, an art gallery with floor-to-ceiling windows that revealed Beijing’s enchanting spring scenery, was carefully chosen to reflect the Castle Howard brand’s elegance and cultural significance. The environment was both bright and refined, enhanced with Chinese elements that added a harmonious local touch. When organising this event we made sure to pay attention to detail, with custom-made signage and floral arrangements, specially made backdrop décor and bespoke photo props, all of which were aligned with Castle Howard’s branding guidelines.
“The room looked fabulous and the giveaways and activities so lovely, thank you, this really is a beautiful representation of Castle Howard. – Ammie Jones, Head of Sales and Partnerships, Castle Howard
Afternoon tea, arranged in quintessential British style, further enriched the atmosphere, while printed materials were handed out to each guest, ensuring that no detail was overlooked.
Spotlight on Castle Howard
The central presentation introduced Castle Howard in depth, covering its rich history, architectural grandeur and place within popular culture (including its cinematic appearances and connections to global music icon Jay Chou). Practical information such as accommodation options, travel trade terms and the latest visitor updates were shared, equipping Chinese travel industry partners with all the tools needed to promote Castle Howard effectively.
Our Guanxi team members in China also engaged in insightful discussions with attendees, exploring the evolution of China’s outbound tourism market. Key observations included the shift towards in-depth, themed, and independent travel experiences, as well as the rising demand for smaller group sizes (10-25 people) and more differentiated products.
A Hands-On Cultural Experience
To deepen cultural immersion and add a tactile memory to the occasion, we organised a Wax Seal DIY activity, inspired by the historical use of wax seals in British royal and aristocratic traditions. Guests received customised kits featuring the Castle Howard logo and were guided step-by-step through the process of melting wax, imprinting the seal and experimenting with creative decorative techniques.
The activity struck a chord with attendees, who relished the chance to craft a keepsake while learning about a unique facet of British culture. It brought out the artist in everyone and made the Castle Howard brand story all the more personal and memorable.
Strengthening Industry Ties
As Castle Howard’s official representative, Guanxi facilitated important conversations around travel product design and market demand. The event confirmed York’s place as a must-visit UK destination, though challenges such as limited accommodation and high costs were acknowledged. Many agencies prefer to base their tours in Leeds or nearby towns, reserving half a day for York itself.
Castle Howard, with its heritage appeal and immersive experiences, was identified as a prime attraction for customised tours, mid-to-high-end groups, and FIT (Free Independent Traveller) visitors. Additionally, cultural and themed tours, ranging from art and architecture to photography, are emerging as strong growth areas.
Media Clippings
To further promote this event and enhance the visibility of Castle Howard, we conducted a follow-up media coverage campaign. The coverage emphasised Castle Howard’s focus on the Chinese market, the castle’s highlights and unique features, and market dynamic information such as the new areas opening in April.
Media coverage included mainstream media (Sina, Tencent, and Sohu), travel industry media (Wenlv, China Tourism News, and Tourism Review), and the official WeChat accounts of local ground handling partners (Vasaio and MIKI Travel).
Results and Feedback
The Castle Howard China Travel Trade Event closed in a warm and cheerful atmosphere, with all participants expressing enthusiasm and optimism for future collaborations. It was clear that the event not only strengthened partnerships but also sparked new ideas for enhancing travel offerings. Guanxi provided a full feedback report and debriefing report to Castle Howard so the travel trade team are able to follow up with the hottest prospects whom we believe most likely to drive sales for Castle Howard this year.
Ammie Jones, Head of Sales Castle Howard said of the event ‘The room looked fabulous and the giveaways and activities so lovely, thank you, this really is a beautiful representation of Castle Howard. I’ve had a direct email from an agent already which is very pleasing, and I thank you again for delivering such a great event on our behalf’.
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 any venues to get in touch with us if they would like to promote their brand to Chinese students or enhance their social media impact within the Chinese audience. Please feel free to call us at +44 7549 738477 of contact us through our website.