VisitScotland launches app for Chinese visitors

VisitScotland is looking to tap into one of the fastest growing outbound tourism markets by launching a new app targeting millions of Chinese social media users.

The mini-app is housed under VisitScotland’s account, 旅行Scotland (Travel Scotland), on Chinese social media platform WeChat, which has one billion monthly active users.

It forms part of the national tourism organisation's larger focus on China, which is now a priority market for the country.

Since 2011, there has been a 316 per cent increase in visitor numbers from China to Scotland. VisitBritain – the tourism body for the UK – predicts Chinese visitor numbers across the whole of the UK will rise by almost half over the next five years.

The mini-app divides Scotland into four regions and allows users to browse an initial 200 Scottish businesses – activities, attractions, food and drink, and shopping – which have tailored their products to engage with the Chinese visitor market, for example, by having mandarin translations or mandarin speaking staff. The app will allow for additional businesses to be added.

Last year saw increased engagement with the Chinese market in Scotland including the first ever direct flight from China to Scotland and the launch of social media channels in China by VisitScotland.

Malcolm Roughead, VisitScotland CEO, said: “We've recognised for some time the tourism potential of China and it is now considered a priority market by VisitScotland.

"Scotland currently accounts for almost a fifth of all Chinese visitors to the UK and with enhanced air connectivity, there is a real opportunity to grow that market further.

“The mini-app will give visitors practical information at their fingertips on the many tourism businesses in Scotland who are catering for the Chinese market, making it even easier for them to plan their first or even next visit to our shores.

“It further complements the ongoing work we are doing in building relationships between our Scottish partners and Chinese tour operators to support the creation of more products to suit this important market.”