China’s confidence in the UK’s event industry has been revealed in recent research, which found the UK is the second favourite destination for China’s outbound business events in the EU.
Considering that one-third of the country’s events are now staged outside of China, the endorsement is a glowing appraisal of UK event and hospitality professionals.
According to the research – presented at the China Incentive, Business Travel and Meetings Exhibition (CIBTM) – 54 per cent of Chinese event buyers said that they predicted an increase in foreign event venue bookings over the next 12 months.
In the last year alone, 71 per cent of the 445 respondents said that they had organised more events than ever before.
Although the UK was found to be the second most EU popular country for event bookings behind France, it still has some way to go. Many EU countries fell behind those based in the Asian and North American continents.
Research participants cited event cost followed by location, quality of accommodation, quality of service and the size of the venue – plus the time of year – as the most influential factors when choosing their UK meeting venues, says CIBTM.com.
Report author Sally Greenhill says that the Chinese event industry has a promising future and will soon become a major international player.
She told Meetpie.com: “GDP growth in China remains above nine per cent, while advanced economies are struggling to meet two per cent. There are predictions it could be a $150 billion (£92.6) industry in a very short time.”