Visit York Strengthens International Engagement Through York Chinese Student Ambassador Programme

Supported by Visit York, the York Chinese Student Ambassador Programme brings together University of York students to champion the city as a leading destination for international study and cultural exchange.

Running from September through to April, the programme engages a cohort of Chinese student ambassadors in a series of curated familiarisation visits across York and beyond. Designed to showcase the breadth of the city’s cultural, heritage and visitor offer, the programme includes visits to key attractions such as York Minster, Clifford’s Tower, York Dungeon and York’s Chocolate Story, alongside experiences including Potions Cauldron, The Grand, York, and the York City Walls. The programme also extends beyond the city, with visits to Castle Howard and Whitby, including Whitby Abbey.

As part of the initiative, ambassadors are creating and sharing engaging, first-hand content across leading Chinese social media platforms including WeChat and Xiaohongshu (Little Red Book). This peer-led approach enables authentic storytelling, positioning York as a vibrant, welcoming place to live, study and explore, while reaching a global audience of prospective students and visitors.

The programme for this academic year culminated on 22 April with student presentations showcasing their reflections on the experience, alongside performance insights including over 80M searches for York, highlighting strong engagement across social media platforms. This is followed by a certificate ceremony attended by the Lord Mayor of York, recognising the ambassadors’ contributions and celebrating the success of the initiative.

The programme supports York’s international profile by strengthening connections with the Chinese student market and enhancing the city’s appeal as a destination for both education and tourism.

By empowering students to share their experiences directly with their peers, the York Chinese Student Ambassador Programme reinforces York’s position as a globally connected, culturally rich destination.

Visit York looks forward to the next cohort of students building on this initiative to further support its members and grow the city’s international reach. With thanks to Will Zhuang and the team who facilitate the programme.