Long-standing cultural and business group Bristol China Partnership is changing its name to the West of England China Bureau, reflecting its widening reach and a new focus on business links.
Chief executive Dianne Francombe said the move will highlight the organisation’s emerging role in forging links within the world’s second largest economy for the whole of the South West region. 
Ms Francombe said: “The partnership started out as a membership organisation with a primarily cultural exchange role. Today it is much more focussed on business and changing the trading name will widen our appeal so businesses and organisations outside Bristol’s boundaries can also take advantage of the close connections we have established.
“The word bureau means much more in China than ‘partnership’. The new title will give people in China a better understanding of the nature of the business side of the organisation as well as its cultural and educational role and is also a truer reflection of what we are doing today.
“Many West businesses are recognising the importance of exploring, establishing or extending their business links with China, especially in and around Bristol’s ‘sister city’ of Guangzhou.
“We have changed the name to reflect the wider sphere of operations we have established at home and abroad and also to help Chinese business people get a clearer understanding of our role.”
Ms Francombe said the re-branding was also intended to extend the bureau’s reach across the region’s thriving university network.
“There are thousands of Chinese students studying at Bristol, UWE and Bath universities who will be returning home and finding influential positions with companies , local authorities or other organisatons in China.
“We are aiming to ensure they have a strong connection with this part of the world which will encourage them to do business here.”
Bristol-based businessman and organisation co-founder Wallace Kwong remains as chairman alongside a team of prominent West business people.
The move follows changes earlier this year when the organisation became a limited company and appointed a board of directors drawn from a number of business backgrounds.
Bristol’s Lord Mayor and the Mayor of Guangzhou and Secretary General of Guangzhou hold honorary positions within the organisations. The West of England China Bureau supported a high-powered delegation to Guangzhou last month.
