Scotland’s China Ready Conference confirms a high-profile line-up of market

The Conference brings together a high-profile line up of China market experts, alongside practical experience from local and national “China Champions” - featuring speakers from international marketing agency Dragon Trail, tax free shopping giant Global Blue, VisitScotland, LNER, Gretna Green and China’s Consulate General in Scotland, all aimed at inspiring and informing Scottish tourism businesses about the fast-growing, ever-changing Chinese market.

With a 22% YoY increase to the UK forecast for 2019, Edinburgh’s Chinese visitor numbers are forecast to exceed 200,000 per annum for the first time this year; with the potential to overtake US visitors by 2025.

Chair of Edinburgh Tourism Action Group’s China Ready Initiative Rob Lang, said: “As the Chinese market continues to grow – and diversify – there’s never been a better time for Scottish businesses to understand and embrace the Chinese market opportunity.

Edinburgh continues to lead the way, coming second in Tencent’s recent global rankings of overseas cities on the wish list for Chinese travellers, and earlier this month, travel giant CTrip reported that orders for trips to Edinburgh from China surged 111% year on year during the Chinese Labour Day holiday.

However we are very aware that most Chinese visitors will be looking to explore beyond Edinburgh and that means that we need to work to build a Scotlandwide China Ready approach, so the Conference is designed to keep Scottish tourism businesses up to date with the latest market insights, Chinese visitor segments, behaviour and trends, as well as practical ideas for businesses looking to make the most of the market opportunity. It’s a must-attend event for any Scottish tourism business considering working with the Chinese market”.


Keynote speakers include:


  • Chinese Consul General Pan Xinchun, who will explain how initiatives such as air connectivity, Edinburgh’s hugely successful 2019 Chinese New Year Festival and thriving business and educational links continue to strengthen the bridge between Scotland and China;
  • Sienna Parulis-Cook, from Chinese travel marketing agency Dragon Trail, a renowned Chinese marketing expert and regular international speaker, who will share with Scottish delegates the changing profile, travel patterns and future trends of the Chinese market;
  • Christina Bruns, Senior Marketing Manager for China at VisitScotland, who will outline the exciting work they are doing to support market growth, including their award winning work with the Chinese travel trade, the launch of the new Travel Scotland WeChat channel and the development of the new Scotland WeChat mini app;
  • Derrick Hardman, UK Managing Director at Global Blue, who will share their expert knowledge and insights into Chinese spend patterns and behaviours, including the latest mobile payment trends.

Scottish business case studies from the Gretna Gateway Outlet Village, train operator LNER and 5* walking tour operator, Mercat Tours will showcase how a wide range of tourism businesses are actively targeting the China market. Delegates will be given plenty of actionable advice and practical information, as well as the opportunity to make new contacts and network.

Delegate tickets cost just £50pp and are available via eventbrite:

The event is sponsored by GLOBAL BLUE and supported by Heriot Watt University’s Scottish Confucius Institute for Business and Communication.