Industry Collaboration and Marketing

Edinburgh businesses are working together to promote Edinburgh to Chinese tourists, pre-arrival and once they are in the city. Social media, and improving city information in Mandarin, have been the key focus.

  • #Blogmanay2015 saw six influential Chinese bloggers invited to travel to Scotland to participate in Edinburgh’s world-famous New Year’s Eve celebrations. Their experiences were posted to Weibo and attracted 26million impressions over a seven-day period. (More details and statistics can be found in the Blogmanay presentation from the 2016 ETAG Conference). We will work with more key opinion leaders in the future.
  • 10,000 copies of a Chinese city map and city guide have been produced and distributed at key hotels, attractions and tourist information centres.
  • Twelve organisations have jointly co-ordinated a Chinese photoshoot of promotional images featuring Chinese models enjoying the city. Organisations include Edinburgh Castle, Royal Yacht Britannia, National Museum of Scotland, Scotch Whisky Experience and the Tartan Weaving Mill. You can view a selection of the images here.