National Museum Wales and Cardiff Castle have become two of the first 100 companies across the UK to be awarded a new Chartermark declaring it is ready to welcome Chinese visitors.
The GREAT China Welcome Charter is a VisitBritain initiative for 2014 to make Britain the destination of choice for the rapidly-growing Chinese market. Visitors from China have doubled in the last five years and tourism chiefs hope they will treble again by 2020.
The new Charter will help Chinese visitors easily identify hotels, attractions, retailers and tour operators that are making themselves ‘China-ready’ by providing information in Chinese and adapting their products for the market.
National Museum Wales qualified as one of the first Charter members because it works in collaboration on project with the China Three Gorges Museum in Chongqing in China. The Museum has Mandarin-speaking staff at some sites and National Museum Wales web pages have been translated into Chinese. Cardiff Castle will soon be launching a Cardiff Castle App in Chinese. The Castle already provides an audio guide and room notes in Chinese for visitors when they arrive on site.
June Francois, Head of Marketing for Amgueddfa Cymru – National Museum Wales said, “We pride ourselves on providing very high standards of service to all our customers and the Chinese are no exception. We are experiencing strong interest from China who seem to particularly enjoy visiting our seven museums and discovering our wonderful collections that unravel the history and culture of the Welsh people and beyond.”
Sandie Dawe, Chief Executive of VisitBritain, stated that the Museum and Castle were great examples to the rest of the tourism sector.
“National Museum Wales and Cardiff Castle are great examples of attractions which have been quick to recognise the massive potential of the Chinese market and invested accordingly. We’re delighted to be able to count them as some of our first 100 members and hope that many more British tourism and hospitality businesses will follow their example,” she said.