UK Trade & Investment (UKTI) is organising a trade mission for UK companies wanting to explore investment opportunities in the leisure, entertainment and cultural sectors in China, Hong Kong and Macau.

Designed for companies delivering AV solutions, virtual reality content, lighting and equipment to the theme park, resorts, retail and visitor attractions sectors, Experience Economy takes place between 12-24 June.

With much of Asia significantly expanding its Experience Economy – a concept which sees businesses orchestrate memorable events for their customers – developers are looking for experiential content that provides a point of difference that reaches out and attracts and engages visitors, extending their visits.

The UKTI trade mission will help UK companies exploit these opportunities, facilitating access to key government departments, as well as key influencers and decision-makers for major commercial developers and leisure operators.

After a meeting between the British and Chinese governments in 2015, where more than £30bn (US$44bn, €39bn) of trade deals were signed, a number of pro-China tourism initiatives have started to take effect, including strengthening business ties.

Efforts to capitalise on the lucrative Chinese tourism market also appear to be gaining traction, with new research showing aspirational travel from China to the UK is on the up.

Applications for the trade mission are being accepted until 20 May. For more information, click here.