The Big Picture

China is too large a country to ignore. It is not difficult to find staggering figures, statistics and facts when referring to its emergence from a mainly agrarian, inward-looking society of a relatively short time ago, to a massively important player in the world today.

Size of China

China’s population has reached 1,330 million – some 22 times larger than the United Kingdom’s. In 2008 its economy overtook the EU’s largest – Germany – to become the 3rd largest in the world. When measured in Purchasing Parity Terms, it is already the 2nd largest economy, ahead of Japan’s, and now only behind the USA. A growing, wealthy and confident middle-class of around 250 million people is transforming the nature of China’s internal society.

Economic Growth

Since the death of Mao Zedong in 1976 and the sweeping economic and market reforms that were introduced afterwards, China has seen non-stop enormous growth.

• Average growth in China has averaged 10% every single year for the past 30 years.
• During the recent economic crisis China has maintained growth of over 7%
• The latest figures (October 2009) show a blistering resumed growth of almost 9%.
• In February 2009, The Economist rated China’s economy as the least risky amongst all emerging markets.

China, the UK and our Economy

China is tremendously important to the United Kingdom. According to the latest FCO published information on our economic activities China is Britain’s largest export market outside the US and the EU. In 2007 the UK exported £3.781 billion of goods to the country, plus £1.536 billion of services. Britain is the number one EU investor in China. There are nearly 6000 British invested projects in the country worth US $15 billion by March 2008, excluding the important banking, insurance and securities sectors. We also attract more Chinese inward investment than any other EU country – approximately 11% of total Chinese investment in Europe.

There are now over 85,000 Chinese students in the UK (far more than from any other country) who contribute an estimated £1.5 billion to the UK economy each year. After the US, the UK is the second most popular choice for Chinese students worldwide.

In early 2009 the Chinese overtook the Arabs, Americans and Russians as the biggest spenders on Bond Street. Visit London estimates that Chinese visitor numbers to the capital will be up by 425% by 2012. No other country in the world has vaguely comparable growth figures. Where once we were used to groups of Japanese, American or Italian tourists, there is no question Chinese will increasingly be appearing on the scene. Chinese leisure travellers are very price-conscious in terms of their outlay in terms of transport, accommodation, food and beverages, but they are big spenders on shopping.

Simple First Steps

The aim of your becoming "China Friendly" is much easier and less daunting than you might think. The obvious instant barrier is one of language, therefore a simple starter step towards China Friendliness could be as simple as producing a two page PDF in Chinese which can be both a printed addition to your exisitng guest documents and downloaded from your exisiting website. You are instantly marked out as a business that has taken a real step to being "China Friendly" in this way. Producing guest literature in Chinese would literally transform the experience for a Chinese visitor, for example menus, visitor information, safety instructions or directions and guide books can be easily modified to include Mandarin Chinese.

Reaching out to China

Despite increased use of the internet and of information channels such as television and newspapers, word of mouth has genuine authority in Chinese culture. Relationships, connections and reputation are equally important cultural considerations. Providing Chinese pages on your website will undoubtedly be well received, however providing cross cultural training and information to ensure that your staff understand and can cater for the requirements of your Chinese visitors, students and clients, thereby creating the best possible first impression, should not be under-estimated.

Countywide Campaign & Support

The leader and chief executive of Suffolk County Council are keen to extend the original campaign further from pure tourism opportunities to other inward investment in the areas of education and business. The positive support for this campaign in official circles has been phenomenal. Government offices have been busy forging high-profile links within China for British companies of late and have taken an ongoing interest in Suffok's campaign. The County Council and Choose Suffolk's enthusiastic stamp of approval mean that the campaign will automatically attract attention within China. The development is eminently PR-able; no other area in the world has instituted such a campaign and this fact will naturally create good will and interest.

The next logical step involves actively promoting Suffolk within China. Along with the positive PR attracted by our campaign there are numerous travel, trade and education exhibitions at which our county can be represented. By presenting an holistic offering, encompassing a broad spectrum of education and training providers, business and industry sectors and tourist attractions we can literally put Suffolk on the map within China as a 'must see' destination.

Getting Involved:

What we now need is for individual, on the ground businesses and people to join those who have already taken the first steps in becoming China Friendly. This is a long-term proposal but one which be all the more powerful the more private sector providers of all sizes and types in Suffolk join in. Be it by taking Simple First Steps, or by sponsoring the ongoing campaign and promotion of our delightful and vibrant county within China, we hope that Suffolk businesses and individuals will rise to the challenge of making Suffolk the First China Friendly County.