The new names aren't direct translations, but reflections of what they represent to the Chinese community, VisitBritain says. For instance, Knightsbridge - known for Harrods and luxury shopping – has been named "A place filled with things to attract Yuppies and fashionable ladies". The Shard has been called the "London Cone."
VisitBritain has started its £1.6m ($2.45m) "GREAT names for GREAT Britain" campaign in the hopes of attracting more Chinese tourists. Every year, Chinese tourists contribute £500 million to the U.K.'s tourism sector; however VisitBritain's aim is to double it, by 2020, according to the report.
"Our ambition is to get the whole of China talking about Britain. This campaign will not only increase awareness of the experiences that Britain has to offer but help encourage these valued Chinese guests to explore our nations and regions" said Sally Balcombe, chief executive at VisitBritain in a statement announcing the campaign.
Since the campaign's launch 10 weeks ago, more than 2 million individuals have been drawn in by the campaign's official website, which asks Chinese individuals to give a Mandarin nickname for a popular UK landmark.
Consequently, 13,000 suggestions have been put forward, and voted for by the Chinese community. The top votes went to the likes of "made of sheep's stomach and smells good" for that Scottish delicacy 'haggis' and 'custom-made for Rich People Street' for Savile Row, London.
Jian Fei Cun's 'Healthy-lung village' for Welsh town Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch came out top, with a record number of 15,177 votes.
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