Heligan is one of 101 points of interest around Britain which have been selected by national tourism agency VisitBritain to feature in a campaign which invites Chinese people to come up with the most fitting, amusing, meaningful, and memorable Chinese names for British places, events, and things.
Over a 10-week period VisitBritain will use a variety of online and offline advertising, social and digital media and media relations to invite people in China to give ‘GREAT Chinese Names for GREAT Britain’. The campaign hopes to help attract more visitors from the Chinese tourism market, and encourage Chinese visitors to travel further afield around Britain.
The Lost Gardens of Heligan was selected as being potentially of great interest to Chinese people, yet currently without a Chinese name.
VisitBritain marketing director Joss Croft said: "Names are very important in China and this campaign will raise the profile of The Lost Gardens of Heligan and of course lead to more visits from such a lucrative country.
"This is a fun way of getting Chinese people to think about and describe some places in Britain, especially as some of the British names of these places or things are meaningless or difficult to literally translate or even pronounce for the Chinese. But it doesn’t stop there, we’d like local communities to get behind this campaign and suggest other places and locations to rename via our hashtag #GreatNames."
In 2013, China was Britain’s thirtheenth 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.
Heligan’s new Chinese name is likely to be unveiled in March. In the meantime all suggestions are welcomed via the campaign hashtag #GreatNames.