Business Case Studies
A number of Scottish businesses are already benefiting from working with the Chinese market. Watch the videos about their China-ready journey.
Before the COVID-19 pandemic, China was the world's most valuable outbound tourism source market. The impact following strict lockdowns and closure of international borders until January 2023 has meant that outbound travel from China is just beginning to recover.
Key current market characteristics:
A number of Scottish businesses are already benefiting from working with the Chinese market. Watch the videos about their China-ready journey.
In 2019, we conducted consumer research which explores Chinese holidaymakers' aspiration, motivations, planning and booking behaviour related to overseas leisure trips.
This research remains relevant as we see a re-bound in visitors planning their trips around experiences including:
These trends are a continuation and acceleration of the experience-driven travel we saw on the rise pre-pandemic.
87%
of vistiors said they would like to return to Scotland in the next two years
Planning
Scotland is part of a wider UK trip for most visitors
Destinations
Most popular destinations are Edinburgh, Glasgow, The Highlands and The Loch Lomond area
90%
of holidaymakers are seeking quality time in natural beauty
Here are a few steps to start building up your knowledge of the Chinese market to Scotland.
Watch our China market overview and working with the travel trade webinars to get more information and insights into Chinese visitors to Scotland.
Get in touch with your Industry Relationship Manager for personalised advice and support on accessing the international markets.
Contact your Industry Relationship ManagerChinese visitors are looking for high quality experiences in all aspects of their stay. Many visitors stay in high-quality properties which offer excellent hospitality and service. When visiting attractions, the focus is on gaining an authentic experience. Find out how our Quality Assurance schemes can help to support your business.
Find out about our Quality Assurance schemesChinese visitors have an increasing awareness of their impact on destinations while travelling. This realisation encourages them to seek out eco-friendly options. This including tours, accommodation and transport options.
If your business is Green Tourism Accredited, share this with the tour operators and DMCs you work with.
Look for opportunities to get involved in our travel trade events such as VisitScotland Connect and our Business Development Missions to China.
We recently delivered our China market overview and travel-trade webinars, which showcase the latest insights into Chinese visitors to Scotland.
Watch the webinars.
The Edinburgh Tourism Action Group (ETAG) China Ready Initiative has launched "Unpack China", a new online training toolkit for Scottish tourism businesses to ensure they stay at the forefront of inbound tourism from China.
Benefitting everyone in the tourism and hospitality sector, from front line staff to the management team, "Unpack China" is a series of sixteen short films and resources. Its available online and for free. It will help Scotland’s tourism and hospitality providers understand and anticipate the needs and expectations of visitors from China.
The following organisations offer translation and cultural advice to businesses.
A series of short films and resources to help Scotland’s tourism and hospitality industries welcome Chinese visitors.
Based in Glasgow, CBBC’s Scotland office works closely with Scottish partners to promote trade and investment links…
National centre promoting educational, economic, and cultural ties between Scotland and China.Part of the University of…
Part of Heriot-Watt University, Edinburgh, the Institute can support staff development with language training, cultural…
Market and aviation profiles, market snapshot and additional data and insights by VisitBritain on China.
Please contact our China team who can help you with any queries.
Hazel Sellar - Market Development Manager for Asia Pacific and Middle East
Ada Zhou - Intermediary Market Development Manager East Asia