We are pleased to invite you to our China Welcome Workshop, in partnership with Glasgow Life, Guanxi, and VisitScotland.

Whether you are an already established brand in China, or completely new to the market, this three-hour interactive training workshop will cover everything you need to know about reaching Chinese visitors, understanding cultural differences, the latest trends and expectations, and how to deliver the best customer service for the world's largest and most valuable market - who spend more than $250 billion on international travel each year.

Around 800,000 Chinese tourists will visit the UK in 2025. They stay longer and spend more than other markets, and have a greater propensity than any other international visitor to travel to Scotland.

The Chinese student market also presents great potential, with four times the average disposable income of other students. They are keen to experience Scottish culture, heritage and countryside whilst at university, no matter where they are based in the UK. There are more than 150,000 Chinese students in the UK and over 20,000 in Scotland, and with numbers expected to rise over the next 12 months, there has never been a better time to learn how to grow your share of this increasingly valuable market.

WORKSHOP CONTENT

1. The top-line facts and figures about Chinese outbound travel, with a focus on travel to the UK. We will look at the current travel situation and discuss the all-important question of how the market will develop over the next few years.

2. Understanding cultural differences, motivations and priorities of the Chinese traveller. Why do the Chinese travel so widely and why are they choosing the UK?

3. What has changed? We will explore the new types of travellers and trends emerging from China.

4. Practical tips on how to improve your product, tailor your service, communicate with customers, and offer the best welcome to this new wave of Chinese visitors.

5. The top channels for Chinese intermediary and consumer distribution.

6. The VisitScotland perspective and Scottish business case studies.

WHO IS IT FOR?

This course is ideal for travel, tourism, hospitality and retail professionals working in customer-facing, operational or marketing and commercial roles. Whether you are completely new to the Chinese market, or are already a long-established brand in China, this course will bring new insights and benefits.

The session will last three hours including a coffee break, and will include a high level of active participation. The course will be delivered by Guanxi, a specialist consultancy in the Chinese travel market with clients ranging from tourist attractions and museums, to hotels and transport providers.

PRICING

UKinbound Members: £80 + VAT

Glasgow Life Members*: £80 + VAT (limited availability)

Non-Members: £130 + VAT

*Priority will be given to fully paid up Glasgow Life (Visit Glasgow) members. Non-member, Glasgow based businesses can register at the Non-Members rate or contact anne-marie.gray@glasgowlife.org.uk to enquire about membership.

SPEAKER INFORMATION

Helena Beard founded Guanxi in 2013 and has over 20 years' experience of working in travel PR and marketing. Guanxi are specialists in marketing to the Chinese customer and offer a full range of marketing services, including PR, brand representation and social media activity. Their clients include some of the UK's top tourism brands, including City Cruises, Merlin Entertainments Group, London North Eastern Railway, English Heritage, London Designer Outlet, Gatwick Airport, Visit Wales, Royal Museums Greenwich, and Visit Brighton.

During her career, Helena has worked both agency and client-side, including senior brand and communications roles at Virgin Holidays, First Choice, and Eurostar. She holds a Chartered Institute of Marketing Diploma and a Masters degree from Surrey University in Tourism Management. She is also a visiting lecturer in the School of Sports and Service Management, teaching marketing modules to tourism students. Helena was recognised in the NatWest Everywoman Awards 2016 and 2018 as one of the UK's most inspirational female entrepreneurs.

Ada Zhou is the Intermediary Manager at VisitScotland, where she leads marketing efforts for China and East Asian markets, with a strong focus on the travel trade sector. Since joining VisitScotland in 2016, Ada has also contributed to developing marketing initiatives for other international markets, including the Middle East, Japan and South Korea.

Ada worked with the NHS Lothian before transitioning into tourism marketing. She has also been involved as a guest lecturer to academic students, and holds a PhD degree in organisational change and public sector studies.

ABOUT ST MUNGO MUSEUM OF RELIGIOUS LIFE AND ART

This award-winning museum is named after Glasgow's patron saint who brough the Christian faith to Scotland in the 6th century. The museum is a haven of tranquility in a busy city and its galleries are filled with works of art and artifacts that explore the importance of religion in people's lives around the world and across time.

TERMS & CONDITIONS

If you are no longer able to attend the event, please email events@ukinbound.org as soon as possible. Cancellations received by 5pm on Wednesay 27 August will be entitled to a full refund minus Eventbrite fees; cancellations received after this date will not be refunded.

China Welcome Workshop - Glasgow