UK hopes to attract Chinese tourists by asking them to name attractions

World Today

The United Kingdom is soliciting the public to provide Chinese names to iconic British landmarks in an ambitious $2.5 million global marketing campaign. CCTV America’s Richard Bestic reported this story from London.

There are many picture postcard destinations in the U.K., such as Giant’s Causeway that simply don’t translate into Chinese.

UK hopes to attract Chinese tourists by asking them to name attractions

The United Kingdom is soliciting the public to provide Chinese names to iconic British landmarks in an ambitious $2.5 million global marketing campaign. CCTV America's Richard Bestic reported this story from London.

With hopes to tap into millions of potential Chinese tourists, U.K. tourism bosses are keen to get Chinese people talking, and naming. The top prize for the best new names is a five story holiday in, you guessed it, the United Kingdom.

“It’s about creating a buzz. The Chinese have a real passion for naming things – places, food items. What we’re trying to do is get the whole of China talking about Britain.” Jos Croft, marketing director for VisitBritain said.

In all there are 101 tourist attractions that need naming, including the Royal Pavilion in Brighton on England’s South Coast. The Trooping of the Colour for the Queen’s official birthday. Along with the Highland Games, and that other Scottish treasure, haggis.

Many of the easy names have already been taken, including Big Ben, which is 大本钟 or Da Ben Zhong, literally, Big Ben Clock, and that other iconic London skyline image, Lun Dun Yan or 伦敦眼, literally translated as The London Eye.

Other British treasures given Chinese monikers include Mr. Bean, who is known as Han Dou or 憨豆, meaning silly Beans.

But there are still a number of people and places yet to be named in Chinese.

“For China it’s a different set of challenges that we have, so we wanted a campaign that was specifically made in China for the Chinese market,” Croft said.