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1 Dunnottar The CAirngorms Castle, Aberdeenshire China China Route A route to to Market Market VisitScotland VisitScotland GRAHAM KELLY, Market Manager China & SE ASIA

2 There were 120 million* outbound visits from China 6,000,000* flew to long-haul destinations 260,000 reached the UK (9 th most popular) 41,000 travelled to Scotland** Source: *World Tourism Organization; **2016 IPS China is a 220 billion outbound tourism market (World s #1) There are now more middle class in China than in the us We see more young, affluent FIT tourists; less groups Chinese spend 3.6 times more travelling than the global average Source: World Tourism Organization Source: 2015 Kinsey Report Source: IPS Source: IPS We have an opportunity to develop sustainable China tourism that results in significant NEI Tourism from China offers great opportunity

3 So, Why do they come to Scotland? Where do they find holiday inspiration? Where do they talk about holidays? To take in our breath taking landscapes To immerse themselves in our history To experience our nightlife and attractions They love our culture: our film, stories, our festivals and food, and they love to shop! Source: IPS While many (60%) still arrive in groups, you should expect more independent travellers Source: IPS Edinburgh remains the 2 nd most visited city in the UK as Chinese visitors explore more of Scotland Source: IPS 81% of Chinese consumers now book their travel and accommodation online Source: IPS 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% Purpose of visit 3 months out, they book using: Internet 68% Face-to-Face 28% Telephone 3% Source: IPS Holiday: 53% VFR: 19% Business: 15% Study: 7% Source: IPS Scotland has much to offer

4 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

5 FIT Traveller 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 Consumer profile 2

6 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

7 Imagine 1% of just one city population below decided to visit Scotland next summer Primary gateway Tier-2 growth market Chengdu 17,677,112 Xi an 8,627,500 Chongqing 18,384,000 Beijing 21,500,000 Wuhan 10,670,000 Guangzhou 20,800,654 Shanghai 24,500,000 Foshan 7,197,394 China is as immense as it is diverse 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 More wealth, more likely to travel 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* Scotland in context 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 s unique realities

8 Visitscotland marketing strategy Intermediary Marketing ENABLERS Intermediary Marketing OBJECTIVES Inspire a National Movement KEY ACCOUNT MANAGEMENT DRIVE Seasonal spread Publish National Content Enable & Empower Industry DELIVERY PLATFORMS DRIVE Regional growth PRODUCT & PARTNERSHIP MARKETING ENABLE Internationalisation VisitScotland Intermediary Strategy

9 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: 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 Creating partnerships & managing key accounts

10 China business development activities China trade fam trips 2017 EXPO With Etihad 16 buyers With Qatar/Turkish 13 buyers With Finnair 9 buyers EXPLORE GB With VisitBritain 26 buyers Primary gateway Tier-2 growth market Chongqing Nov BDM Xi an June Trade education Beijing Nov BDM - Spirit of Scotland showcase - Trade education Guangzhou Nov BDM Nanjing June Romantic Scotland - Trade education Shanghai Nov BDM - Trade education Jun ILTM - Trade education Shenzhen Jun Trade education We re developing the right trade partnerships 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 re aligning product development with strategic KPI s 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 We re bringing the right buyers to Expo 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 Getting CHINA TRAVEL TRADE ready

11 Q4 Q1 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 Q2 Q3 EXPO RECRUITMENT & PLANNING EXPO & FAM TRIPS BUSINESS DEVELOPMENT MISSION JAN APR AUG DEC Partner campaigns Partner development Business development missions in market: supplier recruitment and preparation, activation and evaluation Explore GB ILTM CHINA ANNUAL REVIEW & PLAN Destination Britain (China) World Travel Market DELIVERY VEHICLE: Platforms to internationalise

12 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

13 The Visitscotland.com 谢谢! THE SPIRIT OF TOGETHERNESS