The Edinburgh Woollen Mill joins up for new China tourism campaign
April 2014
The Edinburgh Woollen Mill last month became one of the first 100 companies across the UK to be awarded a new Chartermark declaring it is fit to welcome Chinese visitors.
The GREAT China Welcome Charter is a new initiative from VisitBritain 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 bosses 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.
The Edinburgh Woollen Mill qualified as one of the first Charter members because it offers a Great British welcome, Tax Free Shopping, 'mail it home' and a one stop shop offer in all its stores, making it easier for the Chinese customer to shop with ease.
Idy Davidson said of Edinburgh Woollen Mill 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 the Chinese, who seem to particularly enjoy our quality products at exceptional value for money".
Sandie Dawe, Chief Executive of VisitBritain, added: "There is strong evidence that businesses who go the extra mile in catering for certain nationalities quickly reap the benefits. The Edinburgh Woollen Mill is a great example of a retail company which has been quick to recognise the massive potential of the Chinese market and invested accordingly. We're delighted to be able to count them as one of our first 100 members and hope that many more British tourism and hospitality businesses will follow their example."
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