Conference on China

Tourism chiefs focus on managing Chinese visitors

Asian tourists

Visitors from China are likely to exceed those from the US (pic: Terry Murden)


Tourism industry leaders will this week consider how Scotland should manage an expected surge in visitor numbers from China.

The second annual Scotland China Ready Tourism Conference coincides with the first anniversary of Scotland’s first direct flight from Beijing to the Scottish capital. 

Delegates will hear forecasts of a 22% YoY increase to the UK forecast for 2019 with Edinburgh’s Chinese visitor numbers expected to exceed 200,000 per annum for the first time and likely to overtake US visitors by 2025.

Chairman of Edinburgh Tourism Action Group’s China Ready Initiative Rob Lang, said: “As the Chinese market continues to grow – and diversify – there’s never been a better time for Scottish businesses to understand and embrace the Chinese market opportunity. 

“Edinburgh continues to lead the way, coming second in Tencent’s recent global rankings of overseas cities on the wish list for Chinese travellers, and earlier this month, travel giant CTrip reported that orders for trips to Edinburgh from China surged 111% year on year during the Chinese Labour Day holiday.

“However we are very aware that most Chinese visitors will be looking to explore beyond Edinburgh and that means that we need to work to build a Scotland-wide China Ready approach, so the Conference is designed to keep Scottish tourism businesses up to date with the latest market insights, Chinese visitor segments, behaviour and trends, as well as practical ideas for businesses looking to make the most of the market opportunity. It’s a must-attend event for any Scottish tourism business considering working with the Chinese market”.

Keynote speakers include:

Chinese Consul General Pan Xinchun, who will explain how initiatives such as air connectivity, Edinburgh’s hugely successful 2019 Chinese New Year Festival and thriving business and educational links continue to strengthen the bridge between Scotland and China;

Sienna Parulis-Cook, from Chinese travel marketing agency Dragon Trail, a renowned Chinese marketing expert and regular international speaker, who will share with Scottish delegates the changing profile, travel patterns and future trends of the Chinese market;

Christina Bruns, Senior Marketing Manager for China at VisitScotland, who will outline the exciting work they are doing to support market growth, including their award winning work with the Chinese travel trade, the launch of the new Travel Scotland WeChat channel and the development of the new Scotland WeChat mini app;

Derrick Hardman, UK Managing Director at Global Blue, who will share their expert knowledge and insights into Chinese spend patterns and behaviours, including the latest mobile payment trends.

Scotland China Ready Tourism Conference, Edinburgh’s Waldorf Astoria, 11 June

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