With less than one month to go to the opening ceremony of the London Olympic Games, luxury tourism packages to the United Kingdom have attracted interest from wealthy Chinese and corporate clients.
Despite successfully boosting its business at the 2008 Games, Li Ning is far from getting help out of its current troubles from its London sponsorship.
The UK government's tourism agency VisitBritain has come up with a number of novel approaches to attract Chinese tourists during and after the London Olympics.
Business leaders and tourism industry insiders in the United Kingdom have spoken out against delays and difficulties in British visa processing, despite signs of improvement ahead of the London Olympics.
Britain is hoping for more Chinese investment into the legacies of the London Olympic Games, as the UK is struggling to emerge from a double-dip recession, after two consecutive quarters of contraction in GDP.
London's retailers have long been wooing big-spending Chinese tourists, but this year's Olympics has made them ever keener to introduce innovative offerings, to capitalize upon so rare an opportunity.