A representative of London’s Chinese community has called on immigration officials to relax the visa process for Chinese visitors planning to travel to the United Kingdom, reports eTurboNews.

Christine Yau, chairman of the London Chinese Community Centre, said that current tourist immigration procedures for Chinese nationals could deter affluent visitors from traveling to the U.K., which may have a detrimental impact on the nation’s tourism sector. She added that, due to the complexities of obtaining a tourist visa for the U.K., many Chinese tourists are choosing to spend their vacation time in countries such as France and Denmark.

Yau warned that unless action was taken to address the present visa application process, the U.K. would continue to lose tourism revenue as Chinese visitors journey to other European countries.

According to the Yorkshire Post, tourism officials in the U.K. plan to capitalize on the recent success of the London 2012 Olympic Games to attract visitors from countries such as China.

“The Olympics must be for Britain what Usain Bolt is for athletics – something that grabs the attention of the whole world and refuses to let it go,” said Jeremy Hunt, culture secretary of the U.K., as quoted by the news source. “We must use this extraordinary year to turbo-charge our tourism industry, to create jobs and prosperity on the back of a globally-enhanced reputation.”