The first charter flights to China are to be run from Birmingham airport this summer.
China Southern Airlines is to operate a 248-seat A330 from Beijing to Birmingham between July 22 and August 6.
Birmingham-based China specialist agency United Travel is to sell seats and holiday packages in the UK.
Caissa Travel Mangement, a leading travel specialist in China, will sell organised package tours to Chinese visitors to the UK.
United Travel director Ann Leung said: “For many years we have been calling for direct flights between Birmingham and China to satisfy growing demand.
“We are constantly receiving enquiries from business travellers and tourists wishing to visit China, and students and Chinese people wanting to travel home.
“Birmingham needs direct flights to China and we are therefore incredibly proud to be part of this important initiative.”
China is one of the fastest growing visitor source markets for the UK tourism industry, rising at a rate of 20% year on year over the past few years.
The size of the market has tripled over the past decade, and it is forecast to continue to grow.
VisitBritain chief executive Sandie Dawe said: “Britain is attracting more Chinese travellers than ever before and our strategy for growth recognises the need to develop more airline routes and greater access across Britain.
“The Birmingham route will encourage Chinese visitors to explore new areas of Britain and help to achieve our target of welcoming 650,000 Chinese visits a year by 2020.”
Birmingham airport is to invest in Chinese terminal signage, staff “cultural awareness” training, mandarin-speaking front of house staff, specific web-pages translated into mandarin and a dedicated VAT refund facility for passengers to use before their return flight.