What's in a name? Billions in tourist revenue it would seem, as Britain seeks Putonghua monikers for landmarks and celebrities

Learning Putonghua can leave even the most gifted linguist tongue-tied.

So it's little wonder British tourism chiefs have called on native Chinese speakers to help out in naming some of the UK's iconic landmarks and celebrities.

Tourism body VisitBritain has appealed to the Chinese public to come up with translations for 101 places, people, foods, films and events. They include London's King's Cross station, Dartmoor National Park, the Loch Ness monster, The Mall, fish and chips, the Highland Games and actor Benedict Cumberbatch.

"This campaign, 'Great Names for Great Britain', will not only increase awareness of the experiences that Britain has to offer but help encourage valued Chinese guests to explore our nation," said Sally Balcombe, VisitBritain's chief executive.

Suggestions for many London landmarks have already been made by some of the increasing number of Chinese tourists who flock to the city. They include the skyscraper commonly known as "the gherkin", which has been called "the pickled little cucumber", or xiao huang gua, while pop icons The Beatles have been dubbed "gentlemen with long hair", or pi tou shi. But there were scores of British attractions, traditions and points of interest that doid not have Chinese names, Balcombe said.

Putonghua names given to celebrities, events, places and food tend to be literal descriptions of how they are viewed by native Chinese.

Suggestions so far by Chinese for Scotland's Highland Games have included "warrior games" and - presumably in reference to the kilts - "special skirt party".