Greater Manchester is aiming to be the most welcoming UK city for Chinese visitors.
Greater Manchester tourism venues and organizations are being encouraged to take China Welcome Training following the arrival of the first direct flight from the country to Manchester earlier this month.
Marketing Manchester said the training, delivered by Capela Training, will give businesses the tools to attract and welcome Chinese visitors.
Suitable for both management and frontline staff, the training covers topics including a background on China’s history, culture and economic development; a look at Chinese visitors’ needs, motivations and behaviors; digital marketing and an introduction to the Chinese language.
READ MORE: First direct flight from Manchester to mainland China takes to the skies
The training is certified by the China Outbound Tourism Research Institute (COTRI) and has been awarded Visit Britain’s GREAT China Welcome Charter Mark, meaning successful participants automatically meet the criteria to join Visit Britain’s leading China program.
The new flights from Hainan Airlines fly from Beijing to Manchester four times a week.
The new route is estimated to bring in 20,000 Chinese business travelers and tourists every year and be worth £250m to the UK economy over the next decade.
The Chinese tourist market is currently worth £45m, with each visitor spending on average £3,131, the highest rate in the world. Chinese tourists are attracted by Greater Manchester’s world class football teams, universities, culture and shopping.
Nick Brooks-Sykes, Marketing Manchester’s director of tourism said: “Manchester is known for its warm and friendly welcome. We now want to ensure we can extend that welcome to our Chinese visitors.
“The new direct flight from China represents an amazing opportunity for us that will transform Manchester into China’s gateway to the north of the UK.