Paul Bromelow, sales director of London & Partners, gives a keynote speech at the launching ceremony of London & Partners on Thursday in Beijing. Provided to China Daily.

London is aiming to attract more Chinese tourists, students and investments with the opening of promotional offices in China.

London & Partners, the official promotional agency for London, officially launched its office in Beijing on Thursday. The agency also has an office in Shanghai, is expected to add one in Shenzhen later this year.

The offices will work closely with the London headquarter to maximise opportunities for London as a place for international businesses, visitors and students.

"China is an important market for London and we plan to continue building on our strong relationships to support more Chinese companies successfully set up businesses in London and provide services to Chinese travellers and students," said Paul Bromelow, sales director of London & Partners.

Established on April 1 this year, London & Partners is a nonprofit public private partnership funded by the Mayor of London and a network of commercial partners.

It is a new super agency, which brings together the work of the city's three key promotional agencies - Visit London, Think London and Study London. It will be responsible for promoting London's tourism, foreign direct investment (FDI) and higher education offer as well as bidding to secure major events in London.

"London creates win-win opportunities for innovative and dynamic businesses from China, from creative, ICT and financial services to the environmental sector, "said Bromelow.

He added that it is these exciting opportunities that make London the world capital of business and an ideal partner location for Chinese companies and is why China is the third largest inward investor into London.

London is also a magnet for Chinese students looking to further their education and the number of Chinese students is ranked first for the number of international students in London, according to him.

With the launch of London & Partners in China, the London Alumni Ambassador Club was also introduced to China for the first time, which is London & Partners’ higher education initiative that aims to reconnect with alumni from around the world by allowing them to network at events in key cities as London prepares to host the 2012 Olympic and Paralympic Games.

Bromelow said through the London Alumni Ambassador's Club, London & Partners will be able to highlight their expertise and ability to not only support international students but also to help global businesses set up and expand in London.

"I encourage these international graduates to become London's business ambassadors. We hope they can share their experience of the city through their own networks and showcase the opportunities the city delivers to the world."

"With the 2012 Olympic Games around the corner and a wealth of business opportunities available associated to that, there has never been a better time to invest in London."