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Visit Scotland | Alba

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

172 thousand


2 million


£142 million


5th largest

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.

You can find further insight on the Chinese market on the VisitBritain website.

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