Britain expects a boost in travellers from China ahead of Chinese New Year on Saturday.
Latest flight booking data shows that bookings from China to the UK are up 81% this month against January last year, and 43% ahead for January to March 2017, according to VisitBritain.
The UK was 11% more affordable for visitors from China in December compared with the same month in 2015 latest figures show, as the country gears up to host some of the largest Chinese New Year celebrations outside Asia.
Events include dragon parades in Manchester, lion dances in Birmingham and festivals and events in London’s China Town, Glasgow, Newcastle, Cumbria and the Isle of Wight.
VisitBritain has agreed partnerships with Hainan Airlines and Alitrip, Alibaba Group’s tourism arm, to drive growth in visits from China.
Chinese visitors are some of the UK’s highest spenders, spending on average £2,174 during their visit, more than three and a half times the average.
VisitBritain director Patricia Yates said: “Britain is offering great value for Chinese visitors right now. This is traditionally one of the busiest travel times for Chinese travellers and we want Britain to be top of their list as a must-go now destination.
“Working with commercial partners Hainan Airlines we’re making it easier to travel to Britain through increasing regional route connectivity and seat capacity.
“And by amplifying our marketing reach in China with Alitrip, showcasing the diversity of experiences and destinations across Britain, we’re converting the inspiration to visit into bookings, driving our ambitious plans for growth.”