group of chinese journalists outside haddon hall

Chinese journalists and their escorts visit Haddon Hall as part of a film tourism themed tour of the UK.

Hopes are high that more Chinese tourists will be persuaded to come to the Peak District following two fact-finding visits by journalists based in the Far East.

Visit Peak District & Derbyshire, the area’s official tourist board, worked in close partnership with national tourist board VisitBritain and its Beijing office to bring representatives from leading newspapers and magazines to sample the wide range of activities and attractions the area has to offer.

The Peak District’s many film and television locations – particularly those associated with Pride and Prejudice and Jane Eyre – proved a huge hit, as did typically English traditions, such as afternoon tea.

Chatsworth and Haddon Hall were both on the itinerary for a group of seven journalists visiting the UK to research its most famous film and TV highlights, taking in Edinburgh, Yorkshire, the Peak District, the Cotswolds and Highclere Castle, better known as ITV’s Downton Abbey.

They stayed overnight at The Cavendish Hotel in Baslow, East Lodge Hotel and Restaurant in Rowsley and The Peacock at Rowsley, where they also enjoyed a three-course dinner highlighting quality local produce.

Pride and Prejudice also proved popular with an eighth journalist representing the 21st Century Business Herald – China’s equivalent of the Financial Times – who visited the Peak District during a 12-day stay in the UK, touring Chatsworth and taking traditional English afternoon tea there.

“We were very pleased to welcome the Chinese journalists to the Peak District – especially since VisitBritain recently announced that in 2013 the number of Chinese visitors to Britain hit 200,000 for the first time, and spent more than £400 million during the first nine months alone,” said David James, Chief Executive of Visit Peak District and Derbyshire.

“During their whistlestop visits, we learned that Chinese people are particularly interested in places they have seen at the cinema or on television, history and heritage, country houses, beautiful gardens and good quality, home produced food and drink – all assets the Peak District boasts in abundance.

“China is now the world’s largest outbound tourism market, so naturally we’re keen to share in its potential by encouraging more visitors come here to discover the huge range of things they can see and do, in one of the most beautiful and accessible areas of the country.”

Earlier this year, VisitBritain launched its GREAT China Welcome Charter, for tourism businesses committed to making Britain the most welcoming destination in Europe for Chinese visitors. Visit Peak District & Derbyshire’s founding Patron, Chatsworth, was one of the first 100 members to sign up, and its audio tour guide is expected to be available in Mandarin by the end of June.

For further information, please contact Janette Sykes, PR Manager, Visit Peak District & Derbyshire, on 07792 924839 or at

Note to News Editors

A high resolution digital image is attached for print media and websites. Caption: Chinese journalists and their escorts visit Haddon Hall as part of a film tourism themed tour of the UK.

Visit Peak District & Derbyshire – the area’s official tourist board – works with VisitBritain, VisitEngland, Derbyshire County Council, all local authorities in the Peak District and Derbyshire, tourism business partners and surrounding tourism organisations that share the Peak District. It is committed to the successful and sustainable development of tourism.

For more information about VisitBritain’s GREAT China Welcome Charter, visit


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