Beyond retail, Yates says one of the biggest drivers for the UK tourism industry is the country's ancient and modern cultures. From Shakespeare to Sherlock Holmes to Harry Potter, British figures both real and imaginary are as much of a draw as the country's landmarks and idyllic countryside. Widely publicized visits from Chinese leaders also are thought to have an effect on what Chinese visitors seek out.

"We're seeing an increasing number of tourists from emerging markets such as China, particularly since (former premier Wen Jiabao's) visit to Shakespeare's birthplace in 2011," says Alisan Cole, PR executive for the Shakespeare Birthplace Trust, which oversees visits to The Bard's family homes in Stratford-upon-Avon.

Smith calls President Xi Jinping's visit to the UK last year a "huge boost" to bookings, noting that many visitor itineraries now directly reflect activities the president undertook while in the UK. Fish and chips and a pint is now a common request following the well-publicized pub visit by Xi and former UK prime minister David Cameron.

The hospitality industry is set to receive a boost, too, with the weak pound, increasing both the number of inbound visitors and Britons opting for "staycations" by remaining within the nation's borders for summer holidays.

Stephen Cassidy, senior vice president for UK & Ireland, Hilton Worldwide, says the hotel chain is focused on specific steps to make the rising numbers of Chinese guests feel welcome.

"The Hilton has its very own tailored program for Chinese travelers called Hilton Huanying, which takes its name from the Mandarin word for welcome," Cassidy says. "The scheme focuses on three signature hospitality touch points - the arrival experience, guest room amenities and the breakfast experience. From a special 'huanying greeting' on arrival, to world class Chinese cuisine and a Mandarin-translation service."

The welcome program is available at over 130 Hilton hotels in 32 countries and 80 cities - including many of the company's UK locations.

According to the 2014 Nations Brand Index Survey, tailoring receptions for Chinese guests would greatly improve perception of the UK among visitors. The survey found the two areas of relative weakness for Britain were perceptions of "welcome" and "natural beauty."

The survey also found that Chinese visitors closely associated the UK with museums and that more Chinese visitors expected a visit to Britain to be romantic than the typical inbound traveler.

angus@mail.chinadailyuk.com

(China Daily 07/30/2016 page13)