Organizing Offline Events Across China for a National Tourism Board

Project Specifics
  • VisitBritain

  • B2B Solutions
  • 2023

The Situation

With China reopening, VisitBritain wanted to reconnect to the Chinese travel trade and welcome back Chinese visitors by organizing a series of events in Beijing, Shanghai, and Guangzhou.

The Results

Between 8-14 March, 2023, our events brought together 107 travel trade professionals and media, launching VisitBritain’s “See Things Differently” campaign in China. The events reconnected VisitBritain with key Chinese travel markets in the North, East, and South of the country.

Our Work

Dragon Trail selected venues in all three cities, and created event decorations, photo props, and other collateral.

Recognizing the diversity of travel destinations throughout the United Kingdom, visitors were given a choice of four flower brooches on arrival: rose, thistle, daffodil, or clover. Each represents one of the four nations of England, Scotland, Wales, and Northern Ireland. Event decorations celebrated quintessential British icons such as double decker buses, phone booths, Tower Bridge, and the London Eye.

The educational and networking events were attended by trade and media, which Dragon Trail helped to recruit. 107 guests attended the three events, including buyers from, Spring Tour, CITIC, CYTS, HCG Travel, Fosun Holiday, JJ Travel, Tuniu, China Merchants, HH Travel, Caissa, Utour, 6renyou, Qunar, and many other prominent Chinese agencies.

Events included speakers from VisitBritain, UK Visa and Immigration, airlines operating direct flights between the UK and China, and other British attractions and travel brands. Travel trade professionals were able to learn about highlights for tourism to the UK in 2023, ask questions, and network.

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