China Daily Europe and British travel social network talkholiday launch the distinctive virtual China Club in London on Tuesday. [Photo by Jiang Shan/China Daily]

Social networking is combining with traditional media in a new drive to raise awareness, business and travelling to China.

China Daily Europe - the biggest English-language Chinese media group – is partnering with the game changing new travel social network talkholiday, which launched earlier this year, to host the distinctive virtual China Club where all Chinese tourism-related activity – peer to peer conversations, exclusive travel deals, member benefits and financial offers - will be channelled through this online platform.

Powered by China Daily and hosted by talkholiday, the target audience of the Club will be UK and EU business and leisure travellers with an interest in China. As the only of its kind, China Club will organise regular events and forums for our members and partners, focusing on China related topics.

The Club's members will receive various discounts and added-value packages of products and services. The aim is to allow amongst other things easier communications, access to cheaper flights and better hotel service all over China to our members.

Other key partners include China Mobile, CTS Horizon, The Dorsett Hotel Group and many more. Bank of China is hosting the launch event at their London City's headquarters on 28th July, and guests will include Business Secretary Rt Hon Sajid Javid, Lord Wei of Shoreditch, and Jin Xu, Minister Counsellor at the Embassy of the PRC.

Mr Ji Tao, Chairman of China Daily Europe is delighted with the collaboration: "This is a very unique and immediate method of improving access to China."

We believe very soon China Club will be seen as the main first contact channel for business or simply just to travel to any Chinese region. We want to help our readers and make it easier for them to learn about everything China has to offer."

Chris Newlands, CEO of talkholiday added: "This is an exciting opportunity to show our support for China as they look to promote their country and culture from a tourism and trade perspective."