At Guanxi, we help brands grow and connect with China’s booming tourism scene. Working with London Gatwick Airport (LGW) has been a rewarding partnership, enabling us to host exciting events, build strong industry relationships, and enhance LGW’s visibility in key source markets in China. Through well-thought-out initiatives, we have helped elevate LGW’s profile in China and reinforce its position as a leading global travel hub. This has made it easier for the airport’s Route Development team to demonstrate LGW’s commitment to the market and its support for direct flights from China, now operated by Air China, China Eastern, and China Southern. As a result, LGW has experienced significant growth, increasing from just 10 weekly services from China in 2019, to 33 weekly services in 2025; an achievement that highlights its growing importance as a key gateway for Chinese travellers.
Beijing Trade Dinner
In 2023, LGW hosted its inaugural tour operator dinner in Beijing, China, bringing together ten influential partners with the potential to fill the seats on flights from Beijing to London Gatwick. The objective was to strengthen connections, provide updates on LGW’s latest developments, and share future plans for the Chinese market. The event was organised and hosted by Gatwick’s account team at Guanxi and attendees included representatives from tour operators, tailor-made travel agencies, DMCs, MICE specialists, and OTAs. This event marked a crucial step in LGW’s engagement with the Chinese travel trade.
Agent Familiarisation Trip to Southeast England 2024
There is no better sales tool than seeing something firsthand and, in 2024, Guanxi organised a China travel trade fam trip for a group of 8 tour operators specialising in UK holidays on behalf of London Gatwick. The group flew from China to London Gatwick on direct Air China flights, experiencing the swift passage through the airport on arrival and departure, and learning firsthand about the convenient location and great facilities of the airport. The trip, which was co-hosted by VisitBritain, included a week touring London and the Southeast of England, taking in key attractions such as Seven Sisters, Leeds Castle, Canterbury and Brighton. Before their return flight, the agents were hosted for breakfast at an airport lounge and given a tour, leaving them with a lasting impression of London Gatwick’s hospitality and efficiency. Feedback from the operators was excellent, with all attendees introducing flight options into Gatwick for the following year.
Shanghai Dinner and Beijing Tea in 2024
London Gatwick hosted two exclusive events in the gateway cities of Beijing and Shanghai, bringing together key partners from airlines, media, and the tourism industry. These successful networking gatherings marked a significant milestone in LGW’s expansion strategy in China. The Shanghai event was held in the city’s central business district at The Ritz-Carlton, featuring a modern and formal banquet hall in a Western-style hotel. In Beijing, a more relaxed afternoon tea took place at the Huaixuan Old Courtyard, a historic quadrangle courtyard in the heart of the city, blending tradition with elegance.
Each event lasted approximately three hours. Following a welcome speech, attendees were presented with a video highlighting the attractions of Southeast England and providing an in-depth overview of LGW’s services, strategic location, network routes, and market approach in China. Delivered by Guanxi, the presentation ensured key messages resonated with the audience. As a result of these networking efforts, London Gatwick expanded its direct flight offerings beyond the existing Shanghai and Zhengzhou routes. In June, the airport launched new direct flights from Beijing and Guangzhou in partnership with Air China and China Southern Airlines. Today, London Gatwick offers round-trip flights connecting London with Beijing, Shanghai, Guangzhou, and Zhengzhou.
Air China Workshops 2024
Air China is a key partner of London Gatwick and the airline has an impressive event space at its offices in Beijing. Air China offered this event space to Guanxi free of charge so we could hold client events, promoting the direct routes to London Gatwick. In 2024, we organised two workshops, one for the travel trade and one for consumers, promoting holidays to the UK with flights via Gatwick, and provided the attendees with inspiring presentations from influencers talking of their own experiences of travelling the UK, a delicious afternoon tea, promotional materials and prize giveaways.
Double Awards: Best Airport Service and International Airport of the Year
LGW’s commitment to excellence was recognised at the prestigious National Tourism Magazine (NTM) Awards in China, where it received the Best Airport Service Award. This accolade highlights LGW’s exceptional passenger services and innovative facilities, solidifying its reputation as a leading international airport. Additionally, LGW was honoured as International Airport of the Year by the Civil Aviation Administration of China (CAAC), further demonstrating its outstanding contributions to global air travel.
Zhengzhou Dinner 2024
To celebrate the launch of direct flights between LGW and Zhengzhou in December 2023, LGW hosted an exclusive tourism dinner in Zhengzhou. This event aimed to solidify partnerships and share market insights, further strengthening LGW’s presence in Henan province. Attendees included eight prominent travel industry figures, including wholesalers, bespoke travel agencies, and representatives from China Southern Airlines. Before the dinner, Guanxi provided an in-depth introduction to LGW’s market vision, ensuring key messages were effectively communicated.
KOL Trip and Social Media Exposure
To expand its reach among Chinese travellers, LGW collaborated with key opinion leader (KOL) Sicilia, who created a comprehensive vlog on Little Red Book (RedNote). The video covered various aspects of LGW, including its location, VIP lounges, shopping, dining, Gatwick Express, and Fast Track Service.
Sicilia’s content gained significant traction:
- Views: 650,000
- Likes: 1,196
- Comments: 127
- Reposts: 142
Additionally, Sicilia shared extra content on her Weibo account delivering additional exposure amplifying London Gatwick’s brand awareness among Chinese travellers, particularly during the Chinese New Year holiday.
We also worked on a KOL partnership with a travel blogger named Cindy. With over 500,000 combined followers on RedNote, Weibo, and Mafengwo, Cindy managed to share her 10-day UK train trip, dedicating a section to LGW. She highlighted its proximity to London, convenient services, and facilities, while also detailing Fast Track and Gatwick Express. Her blog was recognised as an “excellent post” and featured on Mafengwo’s homepage for five days, boosting visibility.
Working With Guanxi
London Gatwick’s strategic initiatives in China have successfully strengthened its brand presence, fostered key industry relationships and enhanced passenger engagement. Through our work with LGW organising trade events, familiarisation trips, workshops, awards recognition as well as influencer marketing, LGW has positioned itself as a top choice for Chinese travellers and industry partners. Moving forward, these efforts will continue to support LGW’s long-term growth and expansion in the Chinese market.
If your airport is interested in collaborating on similar opportunities or you want to learn more about our services, please do get in touch at [email protected] or visit our ‘Contact‘ page for more details.