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China renames three Yorkshire Destination

16th February 2015

Categories: News

Brimham Rocks near Harrogate is a northern highlight of iconic UK attractions renamed in Mandarin.  

The project embraced the habit of giving places quirky literal names, popular in Chinese culture.

The dramatic moorland rock formations, which sit within the Nidderdale Area of Outstanding Natural Beauty, will embrace the new oriental title ‘a lot of rocks in different shapes’ for promotion to a growing Chinese tourist market for Britain.

10 weeks of voting by the Chinese public took place as part of the ‘GREAT Names for GREAT Britain’ campaign which was run by VisitBritain,  Brimham Rocks, which is owned by the National Trust joins UK landmarks and attractions including The Shard, The Loch Ness Monster, Hadrian’s Wall and Saville Row as highlights of a list released today.

Stephanie Hinchcliffe, visitor services manager at Brimham Rocks, said: “Many of the names of the rocks date back to Victorian times and visitors are still having fun coming up with new names even today. We are very excited that Brimham Rocks have captured the imagination of the Chinese audience in this way.”  

The campaign, which aims to promote some of the UK’s favourite places and foods to a new Chinese audience, also saw Harrogate and Fountains Abbey feature within a longer list of 101 UK sites renamed in Chinese.

Harrogate’s most popular Mandarin name was voted for as ‘Hai-le Gate’ (Happy Sea Gate) and Fountains Abbey taking on the simple ‘an abbey with fountains’.

Sibh Megson, Marketing Manager for Visit Harrogate said: “We are straight talking in Yorkshire, so to find that the most popular Chinese name for Brimham Rocks translates as “a lot of rocks in different shapes” is perfect.  This whole campaign has been an interesting lesson in understanding how another culture thinks.  It is important to be receptive to this if we want to welcome more visitors from this rapidly growing market in the coming years.”

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