58,000
total number of visits by Chinese visitors to Scotland in 2023
1.8 million
total number of nights spent in Scotland by Chinese visitors in Scotland in 2023
£117 million
total spend by Chinese visitors to Scotland in 2023
31.6
average nights per visit by Chinese visitors to Scotland in 2023
Source: IPS, 2023 (numbers have been rounded)
In 2019, we commissioned research with active outbound holidaymakers from the three largest cities in mainland China.
The research participants were travellers aged 25 to 45 who had a propensity for long haul travel outside of Asia. A group of visitors to Scotland were also included in the research. The study was carried out by Kubi Kalloo.
Published September 2019
Chinese holidaymakers were motivated by:
Online travel agencies, travel review sites and social media play an important role in the planning and booking stages.
Unexpected experiences that wowed visitors included:
In 2022, our partner, VisitBritain undertook comprehensive research with international leisure travellers. They spoke to global tourists from many markets, including China.
Whilst the research focuses on perceptions and experiences of Britain, there are insights which are useful for the Scottish tourism industry.
Consideration for Britain for a holiday or short break in the next five years (at time of research) is particularly strong for China.
Northeast Asian tourists are more likely inclined to choose destinations based more around a strong reputation for food and drink options and also more drawn to vibrant places. Value for money is less critical in choice of destination than other markets.
Read the full VisitBritain MIDAS researchThe International Passenger Survey is a continuous survey carried out by the Office for National Statistics. It covers all major air, sea and tunnel ports.
The survey provides information on the numbers and types of visits made by people travelling to and from the UK. Anonymous face to face interviews are undertaken with a sample of passengers entering and leaving the UK.
Find out more on the survey methodology on ons.gov.uk.
Read further ONS publications on ons.gov.uk.
Read how the COVID-19 pandemic impacted on the IPS data collection on visitbritain.org.
Discover more international market factsheets