A "high-powered" delegation comprising more than 30 organisations has embarked on a trip to China in a bid to capitalise on one of the world's most valuable source markets.

Led by VisitBritain, the delegation incorporates national and regional tourist boards; tourist and city attraction organisations; hotel chains; and specialist tour operators.

The mission includes stops in Beijing, Shanghai and Hong Kong, with a series of business-to-business appointments scheduled in a bid to capture business from the Chinese market.

VisitBritain strategy and communications director Patricia Yates said: "The recent Nation Brands Index shows that the UK is the number one 'aspirational' destination for Chinese travellers, drawn here by our rich culture and heritage.

"Missions such as this allow us to showcase the range of experiences that Britain has to offer and are essential if Britain is to compete effectively for the growing number of affluent Chinese travellers."

The delegation comes as figures from the International Passenger Survey revealed a "record growth" in holiday trips to the UK in September, compared with 2010.

Sandie Dawe, chief executive of VisitBritain said: "The figures are an encouraging sign for Britain's tourism sector, which can continue to grow over the next few years and which will be strengthened by the image boost that hosting next year's Games will bring."