28th January, 2017

Beatles in China: Beatlemania catching on

The Beatles Story attracts over 250,000 visitors a year and Chinese tourists to the award-winning attraction made up 6% of those during 2016.

披头士故事展览馆2016年吸引了超过250,000名游客来访,其中中国游客占到了6%。

These rising figures in Chinese tourism are remarkable considering the fact that The Beatles never toured China, and the territory now represents our second highest audience, just behind the US (8%).

中国游客已成为我们第二大客户群,仅次于美国(8%)。考虑到披头士从未到中国演出,中国游客数量的增长备受关注。

The closest The Beatles came to performing in China was a visit to Hong Kong in June 1964, albeit without drummer Ringo Starr who was recovering from tonsillitis at the time and temporarily replaced by session musician Jimmie Nicol.

披头士离中国大陆最近的一次是1964年6月时到访香港,但当时鼓手林戈斯塔尔因扁桃体发炎并未随队前往,录音鼓手吉米尼克暂时接替了他的位置。

 

The figures show that visitors from China have overtaken those from a number of other countries, including Australia and Germany in recent years. It seems that Chinese tourists are only starting to discover the music and talents of the Fab Four from Liverpool.

数字显示,近年来中国游客数量已超越澳大利亚与德国等国家。中国游客渐渐开始发掘来自利物浦的披头士音乐的魅力。

Liverpool is actually home to the oldest Chinese community in Europe. Located in the south of the City Centre, Liverpool’s Chinatown is home to many Chinese businesses, including restaurants, supermarkets and facilities catering specifically for the Chinese community.

事实上,欧洲历史最悠久的华人社区就位于利物浦。坐落于市中心南部,利物浦的中国城中有许多中国餐厅、超市和其他等等符合华人偏好的商铺。

 

Liverpool’s Chinatown is also notable for its fantastic Chinese-style architecture, with the Paifang (traditional Chinese arch) being the largest, multiple-span arch of its kind outside of China. The arch was assembled in 2000 after being built in Shanghai, which is one of Liverpool’s twin cities.

利物浦的中国城有中国地区以外最大的牌坊。该牌坊是在利物浦姐妹城市之一——上海制造的。

 

 

Liverpool has been awarded status of UNESCO Creative City of Music, which recognises the significance of music to Liverpool’s heritage. As the birthplace of The Beatles, music has always ran through the veins of the city, and it continues to enjoy a vibrant and diverse music scene through its festivals, live music scene, music tourism offerings and education.

利物浦被联合国教科文组织授予“音乐创新城市”的称号,承认了音乐对利物浦的重要意义。作为披头士的出生地,音乐贯穿了利物浦的根基,音乐节、音乐现场、音乐旅游、教育都给这座城市带来了多样的音乐活力。

The Beatles Story has been working hard to develop services to cater for the increasing amount of Chinese visitors. Sales missions to both Beijing and Shanghai have seen representatives from the attraction meet with key Chinese Travel Trade partners with the aim of promoting Liverpool, and its unique Beatles tourism products, as a must-see tourist destination.

披头士故事展览馆一直在努力向越来越多的中国游客提供更好的服务。

 

A new multi-media audio guide was introduced in April 2016 which provides audio commentary in ten different languages, including Mandarin. The Beatles Story has also set up key communication channels to engage with Chinese visitors including a Weibo account, giving Chinese fans access our most recent news and events. It is monitored by our Chinese ambassador, Sihan.

我们在2016年4月引入了新多媒体语音导览,提供包括普通话的多种语言解说。我们还从各个社交平台与中国游客互动,包括微博(@BeatlesStory),与大家分享最新的活动与新闻。该账户是由我们在中国的大使(@DuduMassa)进行管理的。

The Beatles Story are proud to be part of Visit Britain’s GREAT China Welcome programme which aims to make Britain the destination of choice for the rapidly-growing Chinese market. At the centre of the programme is the ‘GREAT China Welcome Charter’ which helps Chinese visitors easily identify hotels, attractions, retailers and tour operators that are making themselves ‘China-ready’. 

披头士故事展览馆很荣幸成为“欢迎中国——尽享英伦礼遇”计划的成员之一。该项目旨在吸引越来越多的中国游客到访英国,为中国游客提供多样的服务,包括安排酒店、景点游览等等。

 

Key members of staff have also undertaken Chinese quality host training which equips both customer-facing and marketing-orientated individuals with valuable insights into the motivations and expectations of China’s outbound tourists.

我们的团队成员也接受了相关培训,使客服部和市场部的员工更加了解中国游客的需求和期望。

With increased Chinese visitors coming into the UK, The Beatles Story will continue working closely with the city and its key partners to place Liverpool firmly on the map as a must-visit destination. As we celebrate the Chinese New Year of The Rooster, we very much look forward to welcoming even more Chinese visitors during 2017.

披头士故事会继续与合作伙伴一起努力,将利物浦打造成为中国游客的必游之地。在春节到来之际,我们期待在新的一年里迎接更多中国游客。祝大家鸡年快乐!

Dave Milner

Dave is Marketing and PR Executive at The Beatles Story and holds an MA in 'Music Since 1900'.

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