Skip to main content
Visit Scotland | Alba

Help shape the future of business support on Giving feedback through our short survey only takes a few minutes.

The Chinese market

Before the COVID-19 pandemic, China was the world's most valuable outbound tourism source market.

Key current market characteristics:

  • Indications are that demand for the UK remains strong.
  • VisitBritain expect the total value of spend from this market in the UK to recover by 2024.
  • VisitBritain expect visitor numbers are expected to recover by 2026.
  • A long-term trend of travelling less in large groups and more in small groups or independently looks set to continue. This trend is driven by travellers becoming more experienced, more confident, and increasingly looking for more unique, off the beaten path experiences.
  • Travel companies (tour operators, online and offline agencies) remain highly influential for planning and booking holidays.

Business case studies on the Chinese market

A number of Scottish businesses are already benefiting from working with the Chinese market. Watch our videos about their China-ready journey.

Step by step guide to get "China ready"

These are a few steps to start building up your knowledge of the Chinese market to Scotland.

  1. 1

    Understand the market

    Watch our China market overview and working with the travel trade webinars to get more information and insights into Chinese visitors to Scotland.

    Jump to our webinars.

  2. 2

    Get tailored advise and support from us

    Get in touch with your Industry Relationship Manager for personalised advice and support on accessing the international markets.

    Contact your Industry Relationship Manager
  3. 3

    Use our best practice examples to offer a great visitor experience

    Chinese visitors are looking for high quality experiences in all aspects of their stay. Many visitors stay in high-quality properties which offer excellent hospitality and service. When visiting attractions, the focus is on gaining an authentic experience. Find out how your business can exceed visitor expectations.

    Find out how to deliver a quality visitor experience
  4. 4


    Chinese visitors have an increasing awareness of their impact on destinations while travelling. This realisation encourages them to seek out eco-friendly options. This including tours, accommodation and transport options.

    Reduce your climate impact with our guide.

  5. 5

    Make use of our travel trade events

    Look for opportunities to get involved with our travel trade events, such as VisitScotland Connect and our Business Development Missions to China.

    Browse travel trade events and exhibitions

Webinars on the Chinese market

Our China market overview and travel-trade webinars showcase the latest insights into Chinese visitors to Scotland.

Unpack China toolkit

The Edinburgh Tourism Action Group (ETAG) China Ready Initiative has launched Unpack China. This online training toolkit for Scottish tourism businesses is a series of sixteen short films and resources. Its available online and for free.

Unpack China will help Scotland’s tourism and hospitality providers understand and anticipate the needs and expectations of visitors from China.

Find out more on
Friends explore St Andrews

Additional resources for businesses

The following organisations offer translation and cultural advice to businesses.

Related links