Visit Peak District & Derbyshire strengthen international tourism in Asia
Visit Peak District and Derbyshire has highlighted the region’s world-class tourism offerings to leading travel buyers from China, Japan, and South Korea at an international travel trade mission in Chengdu, China.”
The mission, part of VisitBritain’s Destination Britain China and Northeast Asia (DBCNEA) programme, provided a significant opportunity to raise the international profile of the Peak District and Derbyshire. It supports Visit Peak District & Derbyshire’s wider objectives to attract high-spending global visitors, extend the tourism season beyond peak months, and deliver long-term benefits to the local visitor economy.
During the event, the team held over 50 one-to-one meetings with tour operators and travel buyers from China, Japan, and South Korea, highlighting the region’s tourism offerings to inspire future itineraries and drive new business.
Additionally, Visit Peak District and Derbyshire delivered educational seminars showcasing local attractions, accommodations, and activity providers. These closely align with emerging Asian travel trends, including high-end, small-group, and immersive experiences.
Derbyshire is attracting growing interest from Chinese visitors, drawn by the area’s rich cultural heritage and stunning landscapes. Chatsworth, internationally recognised for its role in the 2005 Pride & Prejudice film, remains a major attraction, while the wider Peak District offers ‘soft adventure’ experiences such as hiking and stargazing, appealing to a new generation of nature-inspired travellers.
Both ‘Peak District’ and ‘Chatsworth’ currently feature among the most popular trending searches on RedNote, one of China’s largest social platforms with over 300 million users, highlighting Derbyshire’s strong potential as a must-see UK destination.
Spending by visitors from China, Japan, and South Korea is forecast to reach £1.4 billion for the UK economy this year, with an average visitor spend from these markets of £1,528 per visit – more than double the all-market average of £818.
Attendance at DBCNEA strengthened Visit Peak District and Derbyshire’s ongoing engagement with the Chinese market, which includes a dedicated cultural tourism friendship between Derbyshire and Anhui Province, facilitated by Make It China. This established collaboration provided valuable momentum for trade discussions during the event.
Jo Dilley, Managing Director of Visit Peak District and Derbyshire, said:
“VisitBritain’s Destination Britain China and Northeast Asia mission offered us an invaluable platform to present Derbyshire’s unique blend of heritage, nature and immersive experiences to top buyers from China, Japan and South Korea.
By bringing our region directly into the spotlight at a global event, we build the relationships and confidence needed for tour operators to book the Peak District as an essential stop on future itineraries – making a powerful case for the region as a “must-see” destination beyond the typical London circuit.
Growing awareness among these influential buyers is key to unlocking the full potential of inbound tourism for our communities and economy.”
As part of its international tourism strategy, Visit Peak District and Derbyshire has been working extensively to ensure local tourism businesses are ‘travel trade ready’. Over the past year, the organisation has supported more than 40 businesses to become trade-ready through targeted development workshops and the launch of a new Travel Trade Brochure.
Businesses can find out more about Visit Peak District and Derbyshire’s business support activity at: www.visitpeakdistrict.com/industry
