England's Goodwood Estate has a good story to tell China

The estate already has visitors from the US, he says, and although it receives one or two Chinese visitors, potential is great given Chinese tourists' fascination with British history.

Goodwood has started to make branded jackets in partnership with the clothing company Belstaff.

"The challenge is what do we need to do creatively and strategically to sell the brand around the world. We want to carry on for another 300 years, and we want to do things that enhance the brand." From his conversations with Chinese visitors, Lord March has realized the story behind the estate has particularly fascinated his Chinese guests.

"I loved Shanghai and Beijing. It was very busy, it is always exciting going somewhere that's new and different. I think it is just the sheer scale of development and change. It is incredible. We drove from Beijing to a resort outside the city, always following the line of the bullet train. We drove for four hours and every 10 seconds you pass another pylon. Incredible."

He has taken many photos during his China visits. One particularly special to him is a photo of a very old tree in the Forbidden City. If Goodwood is to take an event to China, one crucial condition is receiving support from Chinese local governments, he says.

Another is to find a venue that has a feel similar to that of Goodwood, which is open and big, and where all visitors can feel they are welcome.