Scotland sets out its stall to woo Chinese tourists（2）

Chinese tourists visit Edinburgh Castle. (Photo by Wang Mingjie/China Daily)

Turner attributes the rise in visitors from China to Scotland's rich tourism resources that look to accommodate the mounting number of middle-class Chinese arrivals.

"Scotland, I believe, identified the emergence of a Chinese market very early and realized that our natural, indigenous tourism resources-whisky, golf, our cultural heritage-would be very attractive to the emerging middle class and 'lifestyle' tourist market from China as it grew in wealth and size," he said.

Turner said that beyond this there is a strong relationship between the two countries, evidenced by China loaning two pandas to Edinburgh Zoo, which created a cultural link between the nations that helped to promote Scotland as a destination.

Malcom Roughead, chief executive of VisitScotland, said the country has been "on the radar" for Chinese visitors for a long time. He added that the growth in new air links-including a direct route between Beijing and Edinburgh launched in June-has helped boost the market, making it easier for Chinese visitors to travel to Scotland.

"We have recognized for some time the potential of China as a market for Scotland, and it is now considered a priority one for VisitScotland," he said. "Scotland accounts for almost one-fifth of Chinese visitors to the UK, and with enhanced connectivity there is a real opportunity to grow that market."

Travel agencies in Scotland said the number of Chinese visitors has doubled in recent years.

Li Wei, founder of Go2Scotland, said that each year he handles about 100 groups of independent Chinese travelers, compared with almost none two years ago.

"This is mainly because a great number of Chinese had visited the UK more than two or three times and wanted to explore new areas. Hence, Scotland became an interest," Li said.

The 2014 Scottish Independence Referendum, when 55 percent voted "no", raised Scotland's profile worldwide, including in China. "Chinese became curious about the place and wanted to visit," he added.