How to target and reach the Chinese market

How is your business connected, for example, to landscapes and nature or history and culture? Perhaps you have connections with royalty, celebrities or film and TV you can capitalise on? 

Many Chinese visitors will visit Scotland as part of an overall visit to the UK, so highlighting key Scottish icons and experiences perceived to be classically Scottish, such as bagpipes, kilts, whisky, castles, etc is always well received.

If you don’t currently cover these topics enough, could you create something new or expand your current product?

Chinese visitors love local delicacies. Hands-on experiences such as bottling your own drink, or making your own Scottish delicacy are very popular – is this something you can offer or is there an opportunity to partner with a local food and drink businesses?

Remember to check if you do partner up, to follow the package travel regulations. 

Most Chinese visitors speak Mandarin and may speak English. Whilst not expected, offering a bilingual service such as translated information, can enhance their experience. They also use internet and social media a lot, so they are likely to expect a Wi-Fi connection.

Visitors from China can expect high standards. Read more about how to set your standards and provide an excellent on-site experience.

You might not cover the key themes directly, but maybe you’re right next door to a whisky distillery, a beautiful loch or an historic site, making you the perfect place to stop after.

List the nearest train station, bus stop and bus routes to help people get around and provide parking with electric charge points. You should also find out and share where the nearest walking and cycling routes are.

Chinese visitors can be responsive to responsible tourism practices. Highlight your sustainable practices and go into some detail on how this supports the local community, and how the money is going to local suppliers.