Chinese Travellers

Learn about the world’s largest and Scotland’s fastest growing tourism market. Find out what’s behind China’s growth, what we know about Chinese travellers and what brings Chinese visitors to Scotland?

Understanding your Chinese visitors

China is huge, fast-changing and both geographically and culturally diverse. There really is no single type of Chinese visitor and no one size fits all in what they’re looking for in a holiday.

But understanding the characteristics of some of the groups of visitors you’re likely to see the most, and learning what motivates them, will help you to tailor your service to their needs.

A better visitor experience is likely to lead to great reviews and recommendations, driving sales from this important market.

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1000% increase in average annual spend in Scotland by visitors from China between 2009 and 2019