2021 isn’t going to be an easy year for the UK’s inbound tourism. With the world’s economies reeling from Covid-19, free movement ending with EU27 countries and confidence in travel at a low, the industry will struggle.
As China has been the only major economy to grow this year, Chinese consumers are likely to be ever more significant in 2021. Not only are they the highest spending group, they have already demonstrated their desire to travel again.
However, the UK faces some major hurdles attracting visitors from China. These will need to be overcome if the country is going to remain a competitive destination.
Perception of Safety
By far, the biggest factor is going to be China’s perception of the UK’s handling of Covid. Sadly, we haven’t performed very well in this area.
As it stands, the UK has suffered the most number of deaths in Europe, and has one of the highest death rates in the world. On top of this, UK citizens are currently banned from entering China completely.
These facts are widely known in China, and may prove to deter any plans to visit the UK next year, driving visitors towards ‘safer’ destinations.
A vaccine could help, with the government planning bulk vaccinations starting January. It remains to be seen whether this will reduce the risk enough for visitors to see the UK as safe again.
In addition to the risk of catching the disease itself, Chinese tourists need to feel safe and welcome wherever they go. Since March, the UK has seen a sharp increase in racism directed those of Chinese and East Asian heritage, likely as a direct result of Covid-19.
Sarah Owen MP highlighted a few of these growing cases in parliament, many of which have also been reported by Chinese media. If Chinese visitors are going to feel comfortable returning to the UK, this issue needs to be addressed quickly.
Competition
As a travel destination, we’re often overlooked by Chinese travellers. In 2019, they made almost 155 million outbound trips; just under 0.6% of which were to the UK.
Destinations closer to China are understandably a hugely popular choice, but proximity to China isn’t something we can fix. The bigger issue for us is the competition on our own doorstep.
New direct flight routes to European cities like Budapest, Oslo and Rome caused a surge in visits to countries in Mainland Europe. Eastern Europe in particular has benefitted from this easier access to the Chinese market.
The Schengen Area gives mainland Europe a further advantage over the UK with visa free travel between 26 different countries. Moreover, the imminent end to VAT-free shopping here for international visitors at the end of the year could drive tourists elsewhere.
For the UK to remain competitive as a European destination, it has to remain accessible and attractive to Chinese consumers.
Online Presence
Some UK tour companies have shifted to online services to cope with the travel dry spell. Tour operator Totally Tailored, for instance, have adapted by introducing a series of short courses to reach their customers remotely.
Social media in particular has proved vital in keeping many travel businesses afloat. Using it effectively will be ever more crucial going into 2021; especially when it comes to China, where social media is king.
The problem is actually reaching Chinese customers. Some of the biggest platforms many companies rely on so heavily for marketing, like Facebook and Instagram, are just not accessible in China.
Chinese platforms like Wechat and Weibo dominate the social media market over there. More than ever, companies will have to learn to navigate them if they want to gain exposure to the Chinese audience.
Some British organisations, like the V&A Museum and Visit York are already using Wechat to great effect, creating a lot of engagement and buzz on the platform. In fact, they consistently reach the top of Dragon Trail Interactive’s weekly Wechat rankings.
In order for the UK to successfully market itself in China, British companies, attractions and destinations can’t ignore the importance of engaging with customers through these platforms.
With its world famous museums, department stores and heritage sites, the UK remains an attractive destination for the Chinese market. However, there’s lots of work to do if we are to overcome these challenges.