Global visitor attraction operator Merlin Entertainments has unveiled an important strategic partnership with Beijing property developer SOHO China, which will result in the company taking a number of its iconic global brands to the Chinese capital.

The first of the series of new ventures is Madame Tussauds Beijing. Scheduled to open next year as the sixteenth venue of its kind and the fourth to open in China, Madame Tussauds Beijing will be located in the heart of the city, close to Tiananmen Square.

Merlin already has successful Madame Tussauds attractions operating in Shanghai, Hong Kong, and Wuhan.  

Merlin said the project underlines the operator's overall commitment to expanding its attractions in China – its most important development market – and where the company also has a growing aquarium business.

To achieve this Merlin has developed a number of partnerships with China's leading developers including Hong Kong Land, The Dalian Wanda Group and SOHO China in 2014.

The announcement was made at October's 'Creativity is Great' event in Beijing, which was attended by UK Chancellor George Osborne and showcased some of the best of British innovation and craftsmanship.

The event was part of the Chancellor's trade tour to China, during which he also announced the relaxing of visa regulations for Chinese visitors to the UK, a topic on which Merlin Entertainments has lobbied extensively.

Merlin CEO Nick Varney congratulated the government on the move, but urged them to also seriously consider the "crippling" rate of VAT, which puts pressure on the competitiveness of the UK leisure industry.

He said: "We are very pleased that the government is starting to listen to the leisure industry, and acknowledge its huge contribution to the success of the UK economy.  

"These visa changes are long overdue, and crucial if the UK is to capitalise on the rapidly growing number of Chinese middle class now looking to holiday overseas."

"However if we are to really stimulate tourism and improve the UK's position in the global market place, we must make our nation more welcoming financially.

"Mr Osborne and his government colleagues need urgently to look at what more can be done, for example with the very high rate of VAT. The industry desperately needs lower rates in line with our European and other competitors in what is a very price sensitive sector."