China is growing as a tourism market opportunity. There has been rapid growth towards European destinations.
Inverness is in a strong position to start looking at how China can boost the economy of the City as part of its new visitor economy strategy and this briefing will help raise awareness of the key issues and opportunities that engaging Chinese visitors will bring.
A good example of where this is happening is Edinburgh. The capital is now the second most visited destination in the UK with over 100,000 Chinese nationals passing through the turnstiles of Edinburgh Castle in 2014. Chinese visitors desire genuine respect, appreciate a high level of enthusiasm, a positive attitude and a good understanding of Chinese culture from service providers. Flight connectivity with China is improving and Team Scotland is trying to secure a direct air-link from China to Scotland.
We want to share our knowledge in relation to Chinese Culture and expectations with you. We'll also provide useful insights, local case studies and links to practical resources. This short briefing will help interested businesses take their first simple steps to welcome Chinese visitors and help businesses already engaged with this market to join a growing network of local China friendly organisations.