VisitScotland reveals first research into China market

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 with new data revealing that 87 per cent of Chinese visitors to Scotland say they want 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 which has been reflected in a 300% rise in visitor numbers to Scotland within the last ten years, according to International Passenger Survey statistics.

It is now a priority market for the national tourism organisation and the 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.