Birmingham Airport has announced a new partnership with a travel specialist in a bid to attract more Chinese visitors to the region.
Birmingham now the fourth most popular destination for Chinese visitors to England and the airport deal with Caissa forms part of the Visit Britain ‘China Welcome Campaign’.
Caissa will work with the airport in promoting Birmingham as a gateway to the United Kingdom for Chinese tourism.
China is currently one of the fastest growing visitor source markets for the UK tourism industry at a rate of 20 per cent year-on-year over the past few years. The Chinese visitor market is worth more than £1 million to the West Midlands economy.
Sir Albert Bore, leader of Birmingham City Council, added: “Birmingham’s profile as a visitor and business destination is growing at a global level, but we must ensure we do our homework and continue to follow through on our promise of a first class destination.
"While direct flights from Birmingham to China may be the ultimate goal, there is much to be done to get there.
"Persuading major airlines that there is a business case is the start and these agreements will help us prove our commitment to making such routes work.”
Paul Kehoe, Birmingham Airport chief executive, said: “This will enable the UK and the Midlands region to showcase its rich heritage and world class tourist attractions.”
Neil Rami, head of Marketing Birmingham, said: “China is a hugely important market for Birmingham and the wider West Midlands and we are determined to make it a first choice for Chinese visitors looking to enter the UK.”