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Alex as
been appointed “Goodwill Ambassador” for Visit Britain’s new marketing campaign. Alex flew out to Bangalore for a lightning visit to attend the announcement on 17th May at the campaign launch for the Asia Pacific, Middle East and Africa region, before flying straight to Saumur to compete in the International Horse Trials. Alex also attended the launch in London on 20th March to unveil the British "Goodwill" Ambassadors: Dame Judy Dench, Dev Patel, Jamie Oliver, Twiggy and Rupert Everett.
The campaign, “Britain: You’re Invited” forms part of the tourist board’s £100 million campaign to promote tourism building on the excitement already created by the Royal Wedding, upcoming Queen Elizabeth’s Diamond Jubilee, and the 2012 Olympics and Paralympics.
Alex Hua Tian, the Chinese Olympic rider, was selected as a Britain’s goodwill ambassador for China due to his prominence and achievement in sports. “Alex is an ideal ambassador for many reasons”, said Travis Qian, Country Manager for China. “He has such a high profile in China, and is competing in such a thrilling sport. In addition, his close connection with Britain through being based there to prepare for 2012 Olympics and through his Eton schooling makes him a very articulate and compelling advocate”.
As part of the four year appointment Alex filmed a "Britian: You're Invited!" video in Greenwich Park, the equestrian venue for 2012 Olympics, an extensive photoshoot at the same venue and a whole day’s filming with Michael Peschardt, at Burghley House, the beautiful home of the world-famous Land Rover Burghley Horse Trials, which will be holding its 50th anniversary this year. The video and photos will be appearing in media and a poster campaign in China. The profile filmed by Michael Peshchardt will be appearing on BBC Worldwide on Friday 24th June .
“I am hugely honored to introduce the best that Britain has to offer: especially my thrilling sport of Eventing. This pursuit, at which the British excel, is deeply engrained in British culture and society. It takes place in front of the most beautiful stately homes and showcases the glorious British countryside,” said Alex. “ London 2012 will be unique in so many ways. For the first time in many years equestrian sport will be right in the heart of the city and of the games at Greenwich, the home of time and the most magnificent site. This Olympics will see the sport of eventing coming home to Britain; a country where hundreds of thousands of people come together every year to enjoy three day's sport!”
Alex started the season is style with a stunning win on his exciting new ride Furst Love (Fred) in their first ever international competition. Alex set off for Portugal earlier this week for the start of his season. Furst Love, bred by Jacke Mathieson, who owns him with Edwina Qu Ye, led from the start with 72.71% in the dressage in a field of 92 horses from thirteen countries, including Britain, Australia, Germany, France, Brazil and Japan. Alex said: "I am so proud of his performance. This was a very competitive field, with many successful two-star horses using the event as a warm up for the two-star next week". Part-owner Edwina Qu was thrilled when she heard:"He is the greatest miracle in my life". Breeder and owner Jacke Mathieson on the phone from Portugal said: "I am still speechless. I always knew that Fred was special. I am so proud of what Alex and he have achieved in such a short time and really looking forward to their exciting future together". 
Alex Hua Tian was invited to be the Ambassador for the Asian Games held in November 2010 in his home city of Guangzhou in Southern China. The Executive Mayor of Guangzhou held a press conference to announce the appointment. 