Chinese visitor insights unveiled

As China celebrates its national golden week, VisitScotland has revealed first of its kind research into what Chinese holidaymakers think of Scotland.

The national tourism organisation is marking the Chinese holiday – which honours the Peoples Republic of China being established – with new data revealing that 87 per cent of Chinese visitors to Scotland say they would like to return, thanks to our “beautiful landscapes”.

As well as our scenery, holidaymakers also listed Scotland’s culture, relaxing atmosphere and its family-friendliness as motivations for a return trip.

The insights come from the initial findings of new research by VisitScotland conducted among travellers, aged 25 to 45 from Beijing, Shanghai and Guangzhou in mainland China. Within the survey group were former visitors and people who have never come to Scotland before.

In recent years, China has become one of the fastest growing outbound tourism countries in the world, reflected in a 300% rise in visitor numbers to Scotland within the last ten years according to International Passenger Survey figures.

It is now a priority market for the national tourism body and this new research will give a better understanding of Chinese holidaymakers to help improve their visitor experience.

The survey found that Chinese holidaymakers, who haven’t visited Scotland before, rely on very traditional images when thinking of Scotland: bagpipes, kilts, whisky, and castles. While previous visitors also associate Scotland with images of wildlife, nature, escapism, spirit of freedom and friendly local people

Around 35 per cent of these holidaymakers consider Scotland to be full of proud history and heritage and 30 per cent believe it is a non-touristy destination where they can truly enjoy themselves.

Those surveyed also deemed Scotland a great place for active or outdoor pursuits and think it has breath-taking natural scenery.

Chinese visitors to Scotland are inspired to come by iconic sights and attractions they had heard of (33 per cent) – with Edinburgh, Edinburgh Castle, Loch Ness, the Highlands and Glasgow mentioned most often.

The top four visited locations are Edinburgh, Glasgow, the Highlands and the Loch Lomond area. The majority of visitors stayed in a hotel while in Scotland, with over half in four star and above.

During their trip they visited ancient and traditional buildings, historical sites and heritage wonders, enjoyed stories and artefacts, and experienced the great outdoors, coastlines and islands. Visitors also took in lakes, mountains and grasslands, indulged in gourmet and luxury foods, tried local delicacies and did some souvenir shopping.

As well as finding out what Chinese people think of Scotland, the research also discovered their general motivations when picking a destination to visit. They include, seeking quality time in natural beauty, immersing themselves in the local culture and escaping from daily routine, and seeking relaxation.

One of China’s most iconic dancers, Yang Liping, recently revealed her thoughts on Scotland during an exclusive interview with the national tourism organisation. Watch two clips here and here.

For the results of the survey and further insight into the Chinese market, go to https://www.visitscotland.org/research-insights/about-our-visitors/international/china

ENDS

Background information on the survey:

• In summer 2019, VisitScotland conducted consumer research among active Chinese outbound holiday makers in the three largest cities of mainland China - Beijing, Shanghai and Guangzhou, to explore their holiday aspirations, motivations, their customer journey and their awareness and perceptions of Scotland.  
• The respondents were younger travellers in the 25 to 45 age group, with propensity to have long haul trips outside Asia, and tended to be free independent travellers (FIT) when having a holiday abroad. This reflects VisitScotland’s target consumer segments in China.
• The research also focused on finding a group of recent Chinese visitors to Scotland to investigate their holiday experience in Scotland.  
• Total survey respondents: n=1502 (Beijing - 502, Shanghai – 500, Guangzhou – 500).  June 2019.
• 541 of them were recent visitors to Scotland (who had holidays in Scotland in the past two years before survey fieldwork).