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Peak District National Park to be renamed in China

This is an archived press release

Wednesday 7 January 2015

The Peak District National Park has been chosen to star in a new marketing campaign which is designed to encourage Chinese people to learn more about some of Britain's best places to visit by giving them a new name.

It is one of 101 points of interest around Britain which have been selected by national tourism agency VisitBritain to feature in a campaign which invites Chinese people to come up with the most fitting, amusing, meaningful, and memorable Chinese names for British places, events, and things.  

Over a ten-week period VisitBritain will use a variety of online and offline advertising, social and digital  media and media relations to invite people in China to give 'GREAT Chinese Names for GREAT Britain'. The campaign hopes to help attract even more visitors from the rapidly-growing Chinese tourism market, and encourage Chinese visitors to travel further afield around Britain.

Cllr Lesley Roberts, chair of the Peak District National Park Authority, said: "We are delighted to have been chosen to be part of the campaign. It's a great way to let even more people know what a fabulous place the Peak District  is to visit.

"It will be fascinating to see what name is chosen, and the most important thing is that we will be reaching millions of potential new visitors.''

Joss Croft, marketing director at VisitBritain said: "Names are very important in China and this campaign will raise the profile of the Peak District National Park. This is a fun way of getting Chinese people to think about and describe some places in Britain, especially as some of the British names of these places or things are meaningless or difficult to literally translate or even pronounce for the Chinese. But it doesn't stop there, we'd like local communities to get behind this campaign and suggest other places and locations to rename via our #greatnames hashtag.''

In 2013 China was Britain's 13th most important inbound tourism market in terms of revenue. The number of Chinese nationals travelling overseas is expected to top 100 million this year for the first time.

The Peak District National Park's new Chinese name is likely to be unveiled in March.

This is an archived press release

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