Retail and tourism experts see Starmer trip as commitment to cooperation

UK Prime Minister Keir Starmer's visit to China last week has been welcomed by retail and tourism leaders, who said the renewed high-level engagement and business deals struck during the trip could help accelerate the recovery of inbound Chinese tourism, boost cultural exchanges, and create local jobs.

"High-level visits carry significant symbolic meaning and tangible benefits. They convey positive signals of openness, confidence, and a commitment to sustained dialogue and cooperation," said Trupti Shah, commercial director at Burlington Arcade. "They help create a stable environment for collaboration across retail, tourism, and cultural exchange."

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As one of London's most historic retail destinations, Burlington Arcade has positioned itself as a cultural bridge between the UK and China.

In 2024, the arcade hosted the Chaoshan Yingge dance performance, which is classified as a national intangible cultural heritage in South China's Guangdong province. The performance was a big success: it attracted strong interest from Chinese communities and international visitors, and boosted footfalls and media exposure, said Shah.

This year, the arcade plans to host waist drum and Yangge performances from China's Shaanxi province as part of the Chinese New Year celebrations in London in mid-February.

Chinese retail brand Pop Mart, the producer of viral toy Labubu, confirmed plans to establish London as its regional headquarters, as the Chinese company will open 27 new European stores in the coming year, which will include up to seven in the UK, and create over 150 local jobs.

Wang Ning, founder and CEO of Pop Mart, who met with Starmer during the UK-China Business Forum in Beijing, said: "London stands at the heart of the global creative ecosystem, and we are thrilled to plant our European roots here.

"We feel privileged to have partnered with renowned British IPs like Harry Potter, and we look forward to continuing to contribute to and grow alongside the dynamic culture and creative landscape of the UK and European markets,"Wang was quoted in a statement issued by Downing Street on Friday.

Tourism was also in focus during Starmer's trip, with VisitBritain CEO Patricia Yates joining the delegation to Beijing and Shanghai. Yates said China is forecast to return to Britain's top 10 most valuable visitor markets this year, with an estimated 641,000 visits and £1.2 billion ($1.64 billion) in visitor spending.

Timely opportunity

"Joining the prime minister's delegation is a timely opportunity to tell a compelling story of Britain and engage with cultural and industry leaders to compete for visitor spend and economic growth," Yates said.

The British tourism authority is rolling out its global screen tourism campaign "Starring GREAT Britain" in China, capitalizing on strong interest in filming locations. Research shows 96 percent of Chinese travelers considering a UK visit are interested in sites featured in films and TV series, according to VisitBritain.

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"We want our Chinese visitors to explore beyond London. The growing direct airline routes from China into regional gateways, including Manchester, are valuable chances to do that," said Yates.

For heritage retail destinations such as the Burlington Arcade, the rebound in UK-China travel and economic ties presents a long-term opportunity.

"We are not just a shopping destination," Shah said. "We are a cultural landmark, and through sustained partnerships we hope to deepen people-to-people connections between the UK and China."

Contact the writers at xingyi@chinadaily.com.cn