A fast growing outbound travel market
In recent years, China has become one of the fastest growing outbound tourism countries in the world. The UK has experienced this growth with an increasing volume and value of Chinese travellers visiting. It's good to understand more about Chinese holiday makers. This way, Scotland can attract these visitors in a very competitive marketplace.
China Factsheet 2019
Published November 2020
This unveils the most recent statistics on visitor demographics, volume, spending and nights from mainland China, as well as visit information relating to Scotland residents’ trips to China.
Fast Facts for 2019
international source market by visits
Annual figures are based on relatively low sample sizes.
Understanding Chinese Holidaymakers
Published October 2019
Here you can find VisitScotland’s proprietary consumer research which explores Chinese holidaymakers’ aspirations, motivations, planning and booking behaviour related to overseas leisure trips, as well as their perceptions of Scotland.
Travel restrictions in China are being relaxed in an orderly way. In October 2022, select state-owned travel agencies received permission to sell outbound packages. This is for the first time since 2020.
The Chinese government reduced quarantine restrictions. You now have to wait seven days in a government facility and three days at home which has led to an increase in business, study and VFR travel.
The civil aviation authority has announced plans to restore international connections. This change will come into effect between 2023 and 2025.
Direct passenger flights between China and the UK resumed in August 2022. British Airways will resume direct flights to Hong Kong in October 2022. Several European and Middle East carriers continue to increase their schedules in mainland China.
Tour operators and travel agencies expect international leisure travel to restart in early 2023. They are beginning to prepare for this by loading new product.
The latest VisitBritain research indicates that China is showing strong desire to travel and sense of urgency. Chinese travellers were also the highest potential spenders of those surveyed. Social media remains a top source of inspiration for travellers from China and the rest of Northeast Asia.