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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. Understanding more about Chinese holiday makers is required so that Scotland can attract these visitors in a very competitive marketplace. 

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.

China Factsheet 2018

Published September 2019

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.

The VisitBritain market profile and supporting research, offer insight on what visitors from China are looking for from a stay in the UK.