Managing a National Tourism Board’s China Roadshow

Project Specifics
  • VisitBritain

  • B2B Solutions
  • 2023

The Situation

By August 2023, travel between China and Britain had recovered to 50% of pre-pandemic levels, up from just 6% at the start of the year. To help maintain and accelerate this momentum, VisitBritain set out to run their first trade fair in China since 2019.

The Results

From 22-24 November 2023, Destination Britain China & North East Asia brought together 43 British tourism suppliers with top industry buyers from 69 agencies from China, Japan, and South Korea all under one roof, for a conference and business meeting sessions to promote Britain’s strengths as a tourism destination and reconnect with buyers from across East Asia. Over the three days of the event, more than 2,000 face-to-face, one-on-one meetings were held. Tourism industry buyers came away with new connections, and a new understanding of British tourism products and itineraries.

Suppliers attending the event from throughout Britain included hotels, attractions, destination management companies, retailers, and travel agencies. For many it was their first time joining a VisitBritain promotional event in China.

During the conference session, speakers from Visit Scotland, Visit Manchester, Visit Liverpool, Visit Canterbury and others introduced international tourism market trends and the latest from Britain, including new promotional campaigns and new experiences, encouraging visitors to get to know Britain in all seasons and discover more destinations through in-depth travel.

Our Work

Dragon Trail provided full event management services for VisitBritain’s roadshow, including venue sourcing, decoration, organizing local transportation and catering, entertainment sourcing, translation and interpretation services, printing and design services, photography and videography, and insights sharing during the conference. In executing this large, in-person event, Dragon Trail showed off our versatility through the success of varied roadshow components including the welcome reception, industry forum, educational seminars, one-to-one appointments, media session, and gala dinner.

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