Alex, who is China’s first Olympic rider, has been appointed Britain’s “goodwill ambassador” for China as part of VisitBritain’s new marketing campaign.
The campaign, “Britain: You’re Invited” forms part of the tourist board’s £100m initiative to promote tourism in the wake of the royal wedding and run up to the 2012 Games.
Alex was selected 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. His 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.”
Alex said: “I am hugely honoured to introduce the best that Britain has to offer, especially eventing. This sport is deeply engrained in British culture and society and takes place in front of some of the most beautiful stately homes and showcases the glorious British countryside.
“London 2012 will be unique in so many ways. Greenwich is the most magnificent site right in the heart of London. This will be the sport coming home to Britain, where a quarter of a million people can come together to enjoy one day’s sport!”