ABSTRACT
This study explores the developing relationship between British inbound tour operators and their Chinese counterparts since 2005, when Britain acquired Approved Destination Status. Empirical data were collected from tour operators in both China and Great Britain between 2006 and 2011. The findings suggest that many British tour operators consider that the profit from the Chinese inbound market is not worth the work involved. Differing cultural expectations are identified as the main source of difficulty in respect of accommodation and food; the cost and difficulty in obtaining a visa for the UK is considered the main obstacle to the growth of this important market segment.
