VisitBritain is celebrating a milestone partnership with Hainan Airlines (HNA Group) and Alitrip, Alibaba Group’s tourism arm, in China, to attract more Chinese visitors to Britain.

HNA Group has announced its latest application to the Civil Aviation Administration of China for five new airline routes into Britain, while VisitBritain’s partnership with Alitrip will create a virtual British marketplace on its digital platform showcasing UK tourism to millions of Chinese consumers.

VisitBritain has also partnered with SuperSports, China’s official Premier League broadcaster, to find China’s biggest Premier League fan.

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