China Inbound is recruiting a London-based team to sell its China tours to other tour operators in the UK and Europe.
Manuel Mascarenhas has been promoted to UK managing director of the destination management company (DMC), which was set up by China specialist Wendy Wu Tours to provide ground service and tours to China.
He will be replaced by Laurence Hicks, who will take over as managing director of tour operator Wendy Wu Tours.
Mascarenhas said the team will be responsible for "taking what we have done for Wendy Wu Tours to other operators".
He said while it already works with Leger and Solo Holidays, China Inbound would look to set up formal agreements with other UK and European operators in the next few months.
The company will also target MICE and corporate markets.
He said: " It’s not a country that people go to time and time again but there’s a big language barrier and substantial cultural barrier so people want to entrust their holiday to us.
"We think there’s a lot of scope for growth and we want to demonstrate that we are distancing China Inbound from Wendy Wu Tours."
