The Chinese Outbound Market

Outbound travel from China has been growing quickly in the last few years and it has become the 6^th largest market in the world in terms of spend on international travel.  Much of this outbound travel goes to countries within Asia, but long-haul travel is increasing.  Most leisure travel occurs in groups, under the Approved Destination Status (ADS) regulations, but independent travel (by those who are able) is becoming more common.

Holiday preferences

Touring around seeing famous sights and landmarks is the key activity on outbound holidays. Shopping is also very popular, and Chinese travellers will often economise on travel and accommodation so as to be able to spend on gifts and other purchases.  The market is very price-conscious and travellers often use budget and mid-price accommodation and try to squeeze as much as possible into one trip, so packed multi-country itineraries are common.

In recent years, Scotland has benefited from ADS group travel and the growth in independent travel, but this is a challenging market with strong and particular demands on service provision and value for money.

Marketing activities

VisitScotland targets the Chinese market with Scotland specific activities and in collaboration with VisitBritain. Given the importance of the travel trade in destination selection and trip organisation, they are the focus for much of our efforts. Activities include hosting members of the Chinese travel trade on familiarisation visits, taking part in trade events and workshops in China, organising sales missions enabling Scottish suppliers to meet with the Chinese trade, providing training to travel agents and tour operators and e-newsletters.  VisitScotland’s Chinese online training website, www.scotsagent.com.cn was launched at the end of 2007, to increase product knowledge amongst the Chinese travel trade.

VisitScotland also provides advice to the Scottish trade on dealing with the Chinese market, through activities such as interest group meetings and updates on opportunities.  

Activities directly targeting Chinese travellers include the production of a Chinese language brochure, and creating PR in China by hosting journalists and TV crews on familiarisation trips to Scotland.

To find out about our marketing activities in China and how you can become involved, please visit our Marketing Opportunities section.

Useful links:

Profiles of the Chinese market are also available from VisitBritain and the European Travel Commission.

The Scottish Government in conjunction with VisitScotland recently undertook research into its International Engagement Strategy for China.  The report can be found here.

Other information can be found on the following website of the Pacific Asia Travel Association