Chinese regions are intensifying their efforts to promote tourism in the UK as they aim to attract more British travelers. The country’s visa-free policies and increased flight capacity are making travel more accessible and convenient for tourists.
Recently, an event in London hosted by eastern Anhui province highlighted popular attractions such as the legendary Huangshan Mountain with its sea of clouds, historic Huizhou villages, and traditional tea performances for local travel industry professionals.
Starting February 17, the country introduced a 30-day visa-free policy for individuals holding ordinary British passports. In March alone, about 18,000 UK residents visited Beijing. Travel agencies estimate that the number of British visitors to China could see a significant rise next year.
British travelers have a long-standing tradition of exploring international destinations, especially in Asia. When considering long-haul trips, cultural experiences rank high on their lists. Many first-time visitors typically head to major cities like Shanghai, Beijing, and Guangzhou. However, as their interest in Chinese culture deepens, they tend to explore inland provinces such as Anhui and Henan to encounter a broader range of cultural and tourism attractions.
Air China, the leading airline servicing China-UK routes, has seen its flight capacity rebound to approximately 143% of pre-pandemic levels, according to Xia Baohui, general manager of the airline’s London office. The airline operates 43 flights weekly between China and the UK, holding about 30% of the market share and flying to destinations including Beijing, Shanghai, and Chengdu.
Similarly, China Eastern Airlines is expanding its services. The airline increased its China-UK flight capacity by roughly 20% last year compared to pre-pandemic levels. From August 1 through October 10, they will add a daily flight between London Gatwick and Shanghai Pudong Airport, totaling four flights daily—raising capacity by around 15% year over year.
Zhangjiajie, renowned as a top-tier scenic spot in China, remains relatively unknown in the UK, mainly attracting backpackers. However, with more travel operators, including Wendy Wu Tours, starting to organize trips to Zhangjiajie, the number of luxury travelers visiting the area has increased more than fivefold.
One of the main hurdles in promoting lesser-known Chinese destinations in Western markets is the unfamiliarity among tourists. This challenge, however, also motivates Chinese regions to intensify their international marketing efforts.
As Jack Brown, international cooperation manager at Wanderlust Travel Media, mentioned, China boasts an incredibly diverse and rich array of tourism resources. Famous sites like the Forbidden City and the Summer Palace in Beijing, as well as the Terracotta Army in Xi’an, are just some examples. With growing media coverage, each province is gradually gaining recognition among the British public, and it’s only a matter of time before more destinations become popular.
In the first half of the year, outbound international visitors increased by 20.4% year-on-year, reaching 22.9 million, according to China’s National Immigration Administration. Of these, 77.7% entered without visas—approximately 17.8 million travelers—marking a 30.6% rise compared to the previous year.