GRAHAM KELLY, Market Manager – China & SE ASIA

Dunnottar Castle, Aberdeenshire

China – Route to Market

VisitScotland China – A route to Market

VisitScotland

The CAirngorms

There were 120 million* outbound visits from China

6,000,000* flew to long-haul destinations

260,000 reached the UK (9th most popular)

41,000 travelled to Scotland**

Chinese spend 3.6 times more travelling

than the global average

We see more young, affluent FIT

tourists; less groups

China is a £220 billion outbound

tourism market (World’s #1)

There are now more middle class in China

than in the uS

Tourism from China offers great opportunity

Source: *World Tourism Organization;

**2016 IPS

We have an opportunity to develop sustainable China tourism

that results in significant NEI

Source: World Tourism Organization Source: 2015 Kinsey Report Source: IPS Source: IPS

So, Why do they come to Scotland?

To immerse themselves

in our history To take in our breath

taking landscapes

To experience our

nightlife and attractions

They love our culture: our film,

stories, our festivals and food,

and they love to shop!

Edinburgh remains

the 2nd most visited city in the UK

as Chinese visitors explore more

of Scotland

Where do they find holiday

inspiration?

6 months out, they plan using:

Travel Guide Websites 77%

Blogs/social networks 62%

Travel Guidebooks 57%

Television programme 52%

Travel Agency website 52%

Travel Agency brochure 41%

Advice from travel agency 41%

3 months out, they book

using:

Internet 68%

Face-to-Face 28%

Telephone 3%

Where do they talk about

holidays?

Source: IPS

Source: IPS

While many (60%) still arrive in

groups, you should expect more

independent travellers

Source: IPS

Source: IPS

Purpose of visit

Holiday: 53% VFR: 19% Business: 15% Study: 7% Source: IPS

81% of Chinese consumers now

book their travel and

accommodation online

Source: IPS

Scotland has much to offer

ADS Group Traveller

• I’m aged between 44+

• Spend: £2,073 per trip

• 3*-4* hotel

• Travel period: July-September

• Travel purpose: 70% leisure

• 8-14nights (35%)

• I’m employed or retired

• Rely on the trade to book all aspects of my trip. I see a lot, quickly

• Time is tight

• Travel with a large group

• I don’t know everyone

• My English is limited

• Meal times are important. I like a warm breakfast and will try different local food but I will eat more Chinese food than local food.

Consumer profile 1

FIT Traveller

Consumer profile 2

• 25-44yrs

• Spend: £2,336

• Popular: July-September (44%)

• Unpopular: Oct-March

• 15+ nights

• Focus on shopping, culture and expereinces

• Customised tour

• Travel with a small group of friends and/or family.

• Time is less important

• My English is pretty good

• Meal times are important. I like a warm breakfast and will try different local food for dinner. Depending on how long I stay, I might want some Chinese food during my holiday as well.

• I like sightseeing, history, beautiful scenery, film locations, the seaside, soaking up local culture

OVERSEAS STUDENTS

Age: 20 - 22yrs (UG) & 22+yrs for PHD

and PG students

Beginning: Marathon of attractions

First impression: Whisky, Cashmere the Scottish Highlands

and are unfamiliar with Scotland

Free time: Shopping, watch TV at home, read blogs, cook at

home, with friends (other Chinese students).

Meal time: Asian restaurants, hot pot or at home

Time off: Easter and Christmas break.

Lasting Impressions: Beautiful and peaceful place to stay, very

cold and windy, limited outdoor entertainment choices

Length of stay: 1-2years (depending on course) and 3-6months

after graduating or longer if embarking on a PHD

Employment: Asian restaurants/takeaways, Cashmere/souvenir

stores (cashmere/souvenir stores on Royal Mile), University

VFR visits: 1p/a for 2-4weeks including rest of UK and Europe.

Consumer profile 3

Beijing Population:

21,500,000

Shanghai Population:

24,500,000

Guangzhou Population:

20,800,654

• 9.6 million Km² • 1.4 billion people (680 million urbanites)

• 56 ethnic groups

• 23 provinces,

• 8 major dialects

• The combined population of its three principal

cities approaches that of the entire UK

• Middle class in China at 109 million

• Growth in middle class fastest in tier-2 cities

• China is the world’s largest tourism spender*

• US$60 billion spent in UK last year alone*

• China’s urban population is 136 times larger

than that of Scotland

• Shanghai’s population is 5 times Scotland’s

• There are more than 50 cities in China with

populations greater than Scotland’s national

total

China is as immense as it is diverse

Scotland in context

More wealth, more likely to travel

Chongqing Population:

18,384,000

Chengdu Population:

17,677,112

Foshan Population:

7,197,394

Wuhan Population:

10,670,000

Xi’an Population:

8,627,500

Primary gateway

Tier-2 growth market

Imagine 1% of just one city

population below decided to

visit Scotland next summer

China’s unique realities

VisitScotland Intermediary Strategy

Inspire a National

Movement

Enable & Empower Industry

Publish National Content

Visitscotland marketing

strategy

Intermediary Marketing

OBJECTIVES

DRIVE Seasonal

spread

DRIVE Regional

growth

ENABLE

Internationalisation

Intermediary Marketing

ENABLERS

KEY ACCOUNT

MANAGEMENT

DELIVERY

PLATFORMS

PRODUCT &

PARTNERSHIP

MARKETING

The overarching objective of the MS&D team is to drive advocacy by empowering and enabling key partners

to promote and sell Scotland as a destination. This is predominantly activated through developing key strategic

partnerships with:

Creating partnerships & managing key accounts

AVIATION

ONE STOP

Etihad Airlines

Qatar Airways

Finnair

Turkish Airlines

Virgin Atlantic/FlyBe

British Airways

Hainan Airlines

China Eastern

Air China

TRAVEL TRADE

Wholesaler Nanhu

GZL

Jinjiang

Utour

OTA Ctrip

Luxury HH Travel

Zanadu

Student Tour XDF

Ground Handler Kuoni

MIKI

VOSAIO

Trafalgar

NATIONAL MEDIA

CCTV

Conde Nast Traveller

National Geographic

China Daily

TRADE MEDIA

Qiong You

Ma Feng Wo

Tu Niu

Qunar

SOCIAL MEDIA

Weibo

WeChat

COMMERCIAL PARTNERS

Scottish Suppliers

EDUCATION

Scottish Universities

ASSOCIATIONS/GOV’T

Team Scotland & UK

Scottish Government

SDI

Scottish Enterprise

FCO

VisitBritain

British Council

UK Inbound

CHINA

We have an opportunity

to build appropriate bridges at

a governmental level

•

• VS has been attending annual trade events

and sales missions in China since 2005

• In June 2017, we attended 150+ key account

meetings in China across 5 cities

• We will explore four new tier-2 markets this year

• We have expanded our Luxury Trade partnerships

• We held our first China trade workshop in 2004

• This year, we partnered with Finnair and Qatar

Airways to deliver four educational workshops

• And collaborated on 20+ new products

• Partner airline FOC seat contribution up 100%

• 8 of 58 buyers at 2017 Expo are prime accounts –

including luxury-focused Zanadu and HH

• 3 bespoke fam trips carrying 38 China buyers

We’re developing the right trade

partnerships

Beijing Nov 2016

- BDM

- Spirit of Scotland

showcase

- Trade education

Shanghai Nov 2016

- BDM

- Trade education

Jun 2017

- ILTM

- Trade education Guangzhou Nov 2017

- BDM

Xi’an

June 2017

- Trade education

Shenzhen

Jun 2017

- Trade education

Chongqing

Nov 2017

- BDM

China business development activities 2016-17

Nanjing

June 2017

- Romantic Scotland

- Trade education

Primary gateway

Tier-2 growth market

EXPO

• With Etihad 16 buyers

• With Qatar/Turkish 13 buyers

• With Finnair 9 buyers

EXPLORE GB

• With VisitBritain 26 buyers

China trade fam trips – 2017

We’re aligning product development

with strategic KPI’s

We’re bringing the right buyers

to Expo

Getting CHINA TRAVEL TRADE ready

DELIVERY VEHICLE: Platforms to internationalise

JAN AUG DEC APR

Q1 Q3 Q2 Q4

BUSINESS DEVELOPMENT

MISSION

ANNUAL REVIEW & PLAN

Product Development work through Key account meetings, conferences and workshops

Monthly feedback report from key accounts

Industry engagement events and workshops

Digital development – support tools

Planning meetings and ongoing comms with VisitBritain and SDI

EXPO RECRUITMENT

& PLANNING EXPO & FAM

TRIPS

World Travel

Market

Destination Britain

(China)

Explore GB

Partner campaigns Partner development

Business development missions in market: supplier recruitment and preparation, activation and evaluation

ILTM CHINA

TRADE EVENTS – WHAT’S IN IT FOR BUSINESSES?

• A chance to showcase their products

and services

• encourage and generate sales

• get their brand known

• reinforce existing relationships

• create new relationships to build-up

contact databases

• become exposed to new ideas

• gather market intelligence and

insights from key travel trade to

ensure that they are positioning

correctly

The CAirngorms

THE SPIRIT OF TOGETHERNESS

#scotspirit

@visitscotnews

@visitscotland

Visitscotland.com 谢谢!