This is an archived press release
Monday 2 March 2015
The Peak District National Park has been given the name ‘Mist-wrapped Mountains’ following Britain’s biggest tourism drive in China.
It was one of 101 places, people and events around Britain chosen by national tourism agency VisitBritain to feature in a campaign which invited Chinese people to come up with the most fitting alternative names. It tapped into the trend amongst Chinese people to give literal names to their favourite celebrities, destinations and foods.
And while the Peak District does not technically boast any mountains - the highest point is 636 metres (2,088 feet) on Kinder Scout - the area’s name is thought to come from ‘peac’, an Old English word for hill, or the Pecsaetan Anglo Saxon tribe.
The £1.6million ‘GREAT Chinese Names for GREAT Britain’ campaign saw more than 2 million visitors to the website over a 10-week period, with more than 13,000 new names suggested.
Cllr Lesley Roberts, chair of the Peak District National Park Authority, said: “I like the name, I think it proves what we already know - that this is a spectacular landscape whatever the weather conditions. It is a great place to be at any time of the year.
“We were thrilled to be part of the campaign and it is very encouraging that so many people in China took the time to get involved.’’
Sally Balcombe, chief executive at VisitBritain, said: “Chinese visitors already stay longer in Britain than in our European competitor destinations and are high spenders – every 22 additional Chinese visitors we attract supports an additional job in tourism. Digital engagement is one of our strengths and this campaign has been hugely effective at driving this with our potential Chinese visitors.”
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.