VisitScotland reveals first research into China market

During their trip they visited ancient and traditional buildings, historical sites and heritage wonders, enjoyed stories and artifacts, 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.

Hazel Sellar, VisitScotland Market Manager for China, said: "This is a first of its kind piece of research in China by VisitScotland, which will enable us to tailor our marketing activity even further and to ensure Scotland is on Chinese travelers' must-see list.

"People in China increasingly enjoy holidays to long-haul destinations. Their growing appetite for unique and exciting experiences means that Scotland is perfectly positioned to offer them exactly what they're looking for time and time again.

"Our goal is to continue to raise awareness of Scotland as a destination in China, showcasing the great products we know appeal to Chinese visitors. We also strive to support the industry in expanding into this market and improving the visitor experience for Chinese travelers.

"Tourism is more than a holiday experience - it is the heartbeat of the Scottish economy and touches every community, generating income, jobs and social change.”

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.