Outrigger Hotels and Resorts

Published on Thursday, July 8, 2021

China Travel Outbound rebrands to Guanxi


Chinese travel PR and representation agency, China Travel Outbound, has rebranded itself as Guanxi.

Guanxi (pronounced gwan-she) describes the personal trust and strong relationship built that allow people to do great business together.

It is an important concept in China and across Asia.

Helena Beard, Founder and Managing Director of Guanxi, said: "Good guanxi is at the heart of our work. It's the reason our Chinese media, trade and industry networks are so strong, and it's why our UK and Beijing teams work so well together."

Since it was established as a travel specialist in 2013, the agency has grown to include clients in retail, education and hospitality in the UK, Europe, Middle East, North America and Asia.

Services have since expanded beyond PR and representation, to include Chinese social media and a global Market Research division.

"During the pandemic, we have developed a specialism in the Chinese student market, strengthening relationships with UK universities and student influencers, and we have also become media owners with in-house Chinese social media accounts focusing on travel and tourism," Beard added.

The new name, Guanxi, will support our ambitions for further growth and diversification."

Guanxi has offices in Brighton, UK and Beijing, China.

The agency's client base includes English Heritage, University of Oxford, Gatwick Airport, Royal Museums Greenwich, Wonderful Copenhagen, London North Eastern Railway, and many other hotel, retail, hospitality and transport brands.

The new website can be found at www.guanxi.group and Helena Beard can be contacted at [email protected]


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