ZERO TO HERO

爱丁堡EDINBURGH

January 2016

ETAG China Themed Conference

September 2016

Launch Weibo and WeChat accountsJuly 2016

Chinese photography project

November 2016

Successful VS Growth Fund BidDecember 2016

#Blogmanay hosts China bloggersOctober 2016

20 China Partners Sign Up

May 2017

10,000 social media followers

June 2017

China Champions Learning JourneySeptember 2017

Chinese student welcome event

October 2017

National Geographic ChinaOctober 2017

50,000 social media followersDecember 2017

High profile KOL: Bonnie

Jan 2018

Chinese New Year Factsheet

March 2018

#1 DMO WeChat Weekly RankingMay 2018

Scotland China Ready Conference

June 2018

First Direct Flight from BeijingAugust 2018

KOL visitsSeptember 2018

Chinese Student Welcome Event

October 2018

Chinese Filming Project

October 2018

100m online impressions November 2018

Top 5 WTCF cities for Chinese Tourism

November 2018

Global Blue Partnership announcedNovember 2018

Mafengwo campaignDecember 2018

Edinburgh Ranked 10th in World

March 2019

Edinburgh at ITB Berlin

January 2019

Chinese New Year Festival

June 2019

Iqiyi Filming in Edinburgh June 2019

Edinburgh China Tourism Ambassador

• Chinese visitor numbers

• 102,000 in 2014

• Estimated c.200,000 in 2019

• Edinburgh No.1 long haul destination for

Chinese tourists 2019/20 (source:WTCF)

• Edinburgh bookings surged by 111% YoY on

Chinese Labour day (source: Ctrip)

• Edinburgh’s Chinese social media

• 138m impressions

• 79,000 followers

DELIVERING TANGIBLE RESULTS

Edinburgh is the gateway, but:

• 84% of Chinese visitors to Edinburgh will visit other

destinations

• 48% will visit the Highlands

• 38% will visit Glasgow

TEAM SCOTLAND

• Grow social media channels,

• 2 major Chinese KOL visits

• Development of a new mini-KOL programme

• Engage UK based Chinese Students

• Ongoing industry familiarisation and development

• Chinese New Year 2020

• Build “Team Scotland” China Ready approach

WHAT’S NEXT?

• Ms Yong Mei,

Edinburgh’s Chinese

Ambassador for Tourism

THE LAST WORD…..