Edinburgh to click with Chinese visitors

Edinburgh Tourism Action Group (ETAG) has launched Scotland’s first-ever social media campaign in China to promote Edinburgh to a potential online audience of more than one billion, supported by VisitScotland.

The Edinburgh Chinese social media campaign, which received a £40,000 funding boost from VisitScotland’s Growth Fund, aims to help continue the city’s record-breaking growth in Chinese visitor numbers.

The campaign will use influential Chinese social media sites, Weibo and WeChat, to serve up tips, itineraries and promotions in Mandarin from the city’s most popular tourism businesses. It will also recommend key points of interest for Chinese travellers such as history, architecture, film locations and shopping.

Social media and digital activity on influential travel sites such as CTrip, who recently acquired Edinburgh-based Skyscanner, will also promote the destination in cities such as Beijing, Shanghai and Guangzhou.

ETAG has joined forces with 20 businesses to support the new campaign, including: Edinburgh Airport, ScotRail, Camera Obscura, the Sheraton Grand Hotel and Spa, and Haggis Adventures to name a few.

China is an important and growing market for the Scottish tourism sector with Edinburgh remaining the second most popular UK destination after London. Official tourism figures reveal the total average Chinese visitor spend to Scotland exceeded £43 million over the last three years and Edinburgh Castle alone welcomed more than 160,000 Chinese visitors in 2015.

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You can also access information about the China visitor market and how you can get involved at

For more on the VisitScotland Growth Fund go to

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