Insight Department
China: Market Statistics
January 2016
Welcome
China: Market Statistics factsheet provides the latest data and trends on the volume and value of
Chinese visitors to Scotland from the International Passenger Survey (IPS).
The document is published separately from the ‘China: Consumer Research’ paper, which reports on
consumer research undertaken by VisitScotland and is available on www.visitscotland.org.
The Chinese
Market Overview
CHINESE
ECONOMY
GDP forecast
growth 6.3%
in 2016
POPULATION
69.3 million outbound visits
China is the world’s most
valuable source market for
international tourism, worth
US$164.9 billion in 2014
1,367 million
•The economic growth is
expected to slow down in the
forthcoming years.
•Domestic consumption will
remain high, despite growing
food and services prices.
0.5% of all
overseas visitors
to the UK are
from China.
The top market
ranked by visits from
residents of China is
Hong Kong.
France the most popular
destination in Western Europe.
33,000
trips
trips to
Scotland
in 2014
Source: IMF, 2015; CIA Factbook, 2015; VisitBritain, 2015; IPS, 2014
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Key Facts
Indicators
UK
Total visits
Scotland
185,000
46% holiday
16% VFR
21% business
4,486,000
£498 million
London
Edinburgh
Manchester
Glasgow
Cambridge
24.2 nights
£111
£2688
Visits by purpose
Total nights
Total spend
Top towns visited in 2014
Average length of stay
Average spend per day
Average spend per visit
33,000
55% holiday*
13% business
23% VFR
443,000
£62 million
Edinburgh
Glasgow
St Andrews
11 nights*
£103*
£1,173*
* 3 years average (2012-2014) Source: IPS, 2014
In 2014,
China was the UK’s
• 35th largest source market measured by number of visits,
• 13th largest by number of nights
• 11th largest in terms of expenditure
Chinese Visitor to Scotland Against Other Overseas Markets:
Rank by nr
of visits
Trips
Country
Nights
Spend
000s
%
000s
%
£m
%
1
USA
418
15
3,691
17
436
24
2
Germany
343
13
2,253
10
174
9
3
France
190
7
1,400
7
110
6
4
Australia
158
6
1,674
8
129
7
5
Netherlands
149
6
873
4
80
4
6
Poland
138
5
1,243
6
45
2
7
Norway
125
5
430
2
68
4
8
Canada
122
5
1,109
5
88
5
9
Irish Republic
113
4
423
2
28
2
10
Spain
101
4
1,631
8
97
5
China
33
1
443
2
62
3
Rest of world
843
31
6,790
32
584
32
2,700
100
21,518
100
1,840
100
…
16
Total
Source: IPS, 2014
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The
Chinese
Visitor to
the UK
Chinese visitor to Scotland
443,000
33,000
Total nights in 2014
Total visits
in 2014

11 nights
Average length
of stay (20122014)
£62 million
Total spend
in 2014
£1,173
£103
Average spend
per visit (20122014)
Average spend
per day (20122014)
12
p
-Se
54
%
%
13
%
0-15 4%
4%
Duration of stay
(2012-2014 average)
15+ nights
26%
25-34 29%
4
28
55%
13%
16%
15
l
Ju
45-
4
ar
% 14%
Holiday
Business
Jan-M
-2
c
e
t-D
n
r-Ju
Ap
9%
-4
23%
Oc
Age
(2012-2014 average)
65+ 4%
6%
64
55-
VFR
Seasonality
(2012-2014 average)
16
Purpose of Travel
(2012-2014 average)
35
5
1-3 nights
Latest
Information
- Chinese
Visitor to
Scotland
4-7 nights
31%
8-14 n
ights
39%
Top Locations
Visited in 2014
l
l
l
St Andrews
Glasgow
Edinburgh
Edinburgh
Glasgow
St Andrews
Top regions visited in 2014:
• Lothians
• Greater Glasgow & Clyde Valley
• Fife
Source: IPS, 2014
3
Chinese Visitor to Scotland - 2005-2014
1.
Total visit/nights/spend
Data
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Total Visits
(000s)
7
13
14
9
12
10
15
28
34
33
Total Nights
(000s)
61
58
104
253
72
132
82
196
447
443
Total Spend
(£m)
£7
£5
£7
£10
£6
£7
£6
£16
£34
£62
Source: IPS, 2014
Trends
Information
- Chinese
Visitor to
Scotland
In 2014,
China was Scotland’s
• 16th largest source market measured by number of visits
• 12th largest by number of nights
• 9th largest in terms of expenditure
2.
80
Volume and Value Trend 2005 – 2014
Visits (000s)
70
Spend (£m)
Total Visits (000s)
60
Linear Trend
(Total visits
(000s))
50
40
Linear Trend
(Total spend
(000s))
30
20
10
0
-10
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Source: IPS, 2014
China is one of Scotland’s emerging international markets, and in 2014 visitors from China made
33,000 visits to Scotland, accounting for 443,000 bed nights and spending a total of £62 million,
nearly a double in comparison with 2013. This is likely due to simplified visa application and
relatively good performance of the Chinese economy throughout 2014.
Connectivity
Whilst there are no direct routes between China and Scotland, new Middle Eastern carriers
enable Chinese to enter Scotland without stopping in London: Qatar ( Daily) between Doha and
Edinburgh, Etihad (Daily) between Abu Dhabi and Edinburgh, Emirates (double daily) between
Dubai and Glasgow. There are also European hubs ( Amsterdam, France, Germany).
4
Chinese
Visitor to
Scotland
Appendix
Using and Interpreting Statistical Data
Source: Data is sourced from the Office for National Statistics’ International Passenger Survey
(IPS). Information about the survey can be found on the VisitBritain website www.visitbritain.org
(Insights & Statistics section) or the Office for National Statistics website www.statistics.gov.uk/
hub/index.html.
Sample Sizes: : Analysis of sub-groups, such as trips by purpose or demographic group, relies on
small sample sizes that can be unreliable. Where this is a particular issue, methods to aggregate
data, such as using a 3-year average instead of single-year data, have been used. Before using the
data, it is important to recognise the limitations of using a small sample size. Further information,
including methodology and sample sizes, can be found on the VisitBritain website
www.visitbritain.org (Insights & Statistics section).
Definitions
3 year average (multi-year average): A multi-year average is the arithmetic annual mean for the
period analysed. It is used where sample sizes are too small for single-year data to provide reliable
data, by aggregating several years’ data to provide a more meaningful sample size.
Links
VisitBritain Market Profiles
www.visitbritain.org/insightsandstatistics/markets/index.aspx
OECD
www.oecd.org
CAA UK Airport Statistics
www.caa.co.uk/default.aspx?catid=80&pagetype=88&pageid=3&sglid=3#Data
Contact us
Insight Department
VisitScotland
Ocean Point One
94 Ocean Drive
Edinburgh EH6 6JH
T: 0131 472 2222
research@visitscotland.com
www.visitscotland.org
January 2016
Disclaimer: VisitScotland has published this report in good faith to update stakeholders on its
activity. VisitScotland has taken all reasonable steps to confirm the information contained in the
publication is correct. However, VisitScotland does not warrant or assume any legal liability for
the accuracy of any information disclosed and accepts no responsibility for any error or omissions.
Images: © VisitScotland/Scottish Viewpoint and © Thinkstock
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