Project Description


Beijing Tourist Board wanted to forge new relationship with the British travel industry and raise awareness of the city among key figures from the travel trade, but lacked the contacts and knowledge of the UK market to reach them.

Key aims for the tourist board included providing more insight, training and information to help the travel trade sell China’s capital city and meeting the travel media from the UK to further increase coverage of Beijing.


Using our extensive contacts, APL Media put together a tailored UK trade roadshow for a delegation from the Beijing Tourist Board, with events in London and Manchester. The events were attended by senior travel industry figures and associations, travel agents, tour operators and travel media. Presentations, networking and one-on-one meetings between tourist board representatives and attendees helped to highlight the city’s latest developments and build relationships with the UK travel trade.

As an additional training tool for the trade and to increase awareness of Beijing’s attractions, an ABTA Magazine Beijing Guide was specially commissioned by APL Media and distributed at the events, offering 25 excellent reasons to visit and promote Beijing.


The Beijing Tourist Board Roadshow was a resounding success, with over 130 guests from across the UK travel industry and media. Importantly, APL Media’s extensive contacts enabled the delegation from the Beijing Tourist Board to have one-on-one meetings with representatives of some of the UK’s most important and influential travel business, including ABTA, British Airways, Cox & Kings, Visit Britain and the World Travel & Tourism Council.

Post event, an electronic version of the ABTA Magazine Beijing Guide was distributed to over 26,000 travel trade representatives. In addition to coverage in ABTA Magazine, the event was featured in multiple UK travel trade publications, both in print and online, helping to further spread the Beijing message amongst the trade.