Post on 30-Jul-2018
transcript
1. China is the world’s most valuable source market for international tourism
2. The number of Chinese visitors to Britain in the first six months of 2015
reached a record 90,000, 28% up YOY.
1. China is in the top 5 growth markets for Scotland. Whilst it was 17th for
volume in 2014, it’s in 9th place for value (£69m, up four places from 2013).
1. The number of annual Chinese visitors in to Scotland is estimated at
34,000; with an additional 16,000 from Hong Kong (small IPS sample size).
2. Edinburgh is the most visited destination in the UK for Chinese visitors,
after London.
Why Focus on China? 10 facts
6. The UK is reducing the cost of visas for Chinese visitors and extending
them from six months to two years.
6. There were over 100,000 Chinese visitors at Edinburgh Castle in 2014;
at the National Museum of Scotland, numbers doubled from 3% of overseas
visitors in 2013 to 7% in 2014 and Chinese people account for 5% of visitors
to the Scotch Whisky Experience.
6. There are approximately 9000 Chinese students studying in Scotland, of
which 3400 are in Edinburgh. The DLP Research project indentified that
53% of Chinese students surveyed had visitors at least once a year.
6. Chinese visitors account for almost a third of the Tax Free Shopping
vouchers distributed by Harvey Nichols Edinburgh.
6. According to DLP research, 26% of tourism businesses have translated
information in to Mandarin, with a further 46% considering doing so.
Why Focus on China? 10 facts
As second most-visited destination after London, indirect connections are
already well-used:
• Indirect air route connections from China:
– British Airways x 25
– KLM x 32
– Finnair x 6
– Qatar x 5
– Etihad x 3
• New direct route to Manchester, with easy connectivity to Edinburgh
• Easy rail connections from London
China Air Services Project
5 differences between Chinese & P
6
1. Group
Size
2. Motivation 3. Preparation
5. Shop to Spend 4. Trip Type
Differences between Chinese & Western Visitors
Doing something
is better than
doing nothing
Small steps
make a big
difference
Adapting just
one of your
daily services
helps you
become
“China Ready”
Support Resources and toolkits will be made available on ETAG’s website for you to
access and use free of charge.
Industry Support: If you have questions about the Chinese visitor market in
Edinburgh or want to know how you can become China Ready, contact:
10 General cultural insights into Chinese visitors
1. Few Chinese own
international credit
cards, they use
Union Pay
2. 50% of travel is
booked through the
travel trade; 50%
with the carrier
3. Most of mainland
China speak
Mandarin and use
simplified Chinese
5. Improve your
ability to
communicate via
Translation Apps
4. English is taught
in Chinese schools
from age 10, as well
as some nurseries
6. The lucky number
‘8’ and event
numbers, avoid ‘4’
7. Strong Gifting
Culture
Whisky, Cosmetics,
Jewellery,
9. Signs make rules
clear & prevent
confusion
8. Travel research
on non-
transactional
websites
10. And remember
to
have a little…
Top tips for ACCOMMODATION providers
Welcome letter from your general
manager
Translate services, procedures
& facilities: mealtimes, check out
times, use of room card
Explanations!
Smoking is
common in
China. Highlight
non-smoking
areas
aren’t common in
China. Explain
additional service
charges in
advance
Slippers, toothbrushes are available in 3* hotels
Go the extra
mile with a
snack tray of
Chinese
branded
items
Most important meal of the day is breakfast
A picture speaks a thousand words
Superstitions Commodities
Top tips for: ATTRACTIONS and RETAILERS
• Chinese love taking
photographs
• Provide suitable photo stops
• Have your attractions name in
sight
• Indicate areas where taking
photo’s is forbidden
• If you have lunch/dinner
facilities on site, inform the
travel agency & guide.
• Eating on site saves precious
time = more time to enjoy
your attraction.
Language provisions
Provide Photo Stops
Advise of any on-site dining
facilities
are important as
many travellers don’t
understand or speak
English.
• In the UK a sales tax
of 20% (Vat) is
added to goods.
• Visitors from outside
the EU can claim this
tax back when
departing the country
Q&A: www.globalrefund.com
• Items with the 'Made
in Scotland' label will
be popular
• Chinese visitors don’t
like to travel around
the world to buy items
made in China
• Highlight handcraft
items/ items made
with local materials.
VAT Reclaim
Made in Scotland
Participants
• Edinburgh Airport
• Edinburgh Capital Group
• Edinburgh First
• Edinburgh’s Hogmanay
• Edinburgh Napier
• Essential Edinburgh
• Festivals Edinburgh
• Harvey Nichols
• Marketing Edinburgh
• Premier Inn
• The Royal Yacht Britannia
• Scottish Enterprise
• Scottish Government
• Sheraton
• VisitScotland
Plus engagement with:
• China Britain Business Council
• Chinese Consulate
• City of Edinburgh Council
• Edinburgh Zoo
• VisitBritain
INDUSTRY
FAMILIARISATION
• Business Briefing w/ VB&VS
• Business Opportunities Guide
• Online tools and resources
• China Champions
EDINBURGH CHINA AUDIT:
FACTS & RESEARCH
PARTNER & INDUSTRY INSIGHT
INFORMED TARGETS &
OBJECTIVES
AGREED
MESSAGING
EDINBURGH’S
CHINA-READY PLAN
INDUSTRY
COLLABORATION
• VB China Welcome engagement
• VS/VB Media Trip opportunities
• Audit and evolve China-Ready
collateral: eg China Map
• #blogmanay promotion
CHINA AIR SERVICES
PROJECT SUPPORT
• Ongoing evidence and testimony
to support business case
• Ongoing CRDG engagement
with new Air Services Project
Manager
MEASUREMENT
• No of Business Engaged
• Post event survey
• Web traffic
MEASUREMENT
• No of China Welcome subs
• #blogmanay and media trip
reach/ conversion
• Web traffic/enquiries from print
MEASUREMENT
• Successful contracting of charter
and/or scheduled flights by EDI
PHASE ONE: Nov 15
Briefing
• Introductory Breakfast Business
Briefing (1hr)
• Signposting of resources and
local case studies on ETAG
website
PHASE THREE: Mar 16+
Training & Development
• China module on OUR
EDINBURGH online training
• Detailed web resources
• Cultural/Retail training for
frontline staff
• Innovation workshops to support
product development
• Learning Journeys
PHASE TWO: Dec 15-Mar 16
Familiarisation
• Detailed workshop (half/day) for
owners and managers, inc
specialist topic workshops on
Union Pay and Google Translate
• Business Opportunities Guide
Industry Familiarisation
MAKING THE MOST OF
OPPORTUNITIES
• Maintain opportunities calendar
• Underbelly in HK
• Blogmanay activity
• Chinese New Year events
feasibility
• Supportive team effort in event
of panda arrival
• Activation with Chinese students
MAXIMISING EXISTING
CHANNELS
• VB China Welcome programme
involvement
• VB Great campaign
• Scotland.cn and social media
• Edinburgh China MAP
• VS/FE/VB media visits
• Collaboration with airlines
• Learning from int’l best practice
NARRATIVE and
KEY FACTS
• Edinburgh China Fact Sheet,
collaboratively developed and
updated for use in ongoing PR &
trade relations
• In language
• Market tested
• Hosted online
• Distributed to partners
Industry Collaboration
What is #Blogmanay?
‘#Blogmanay’ was conceived in 2012 as a means of
using travel bloggers and a high-impact social media
campaign to showcase the unique experience of
Edinburgh’s Hogmanay and using the festival as a
gateway to explore and discover the delights of visiting
Scotland, the ‘Home of Hogmanay’ in winter.
Our objective is to generate a huge digital footprint
and bank of on-line content promoting Scotland
through blogs, reviews, videos, photographs and
tweets, using a mix of established travel bloggers from
around the world, Scotland’s tourism industry, residents
and local ambassadors, international visitors and
Edinburgh’s Hogmanay audiences.
#Blogmanay – Campaign Results
Since EH2012/13 #Blogmanay has generated:
Tweet Activity – Over 46,000 Tweets
Contributors – Over 14,000 users
Exposure - 225 million Twitter Impressions
Reach - Over 18 million Twitter accounts
Bloggers – Over 60 Bloggers from around the
world
Long-Term - Over 180 blog posts generated
Instagram: 6,707 photographs
over 230,000 likes & 8500 comments
Generating over 16m impressions
#Blogmanay - Collaborate and Amplify...
ETAG (Edinburgh Tourism Action Group) VisitScotland
Edinburgh’s Hogmanay Festivals Edinburgh
Scotland Year of Food & Drink BBC Scotland
Marketing Edinburgh EventScotland
City of Edinburgh Council Historic Scotland – Edinburgh Castle
Edinburgh’s Christmas National Museum Scotland
Edinburgh Airport Mary Kings Close
Sheraton Grand The Scotch Whisky Experience
Royal Yacht Britannia Gleneagles
Forth One Johnnie Walker
Deuchars IPA Arnold clark
Ice Factor (Glencoe) Haggis Adventures
Lothian Buses National Galleries Scotland
Filmhouse Motel One
Macdonald Hotel Number Twenty
Balmoral Hotel Apex Hotel
Can you Escape? Electric Circus
Edinburgh Bus Tours Urban Angel cafe
Edinburgh Rugby One Spa at the Sheraton Grand
Harvey Nichols Hotel Du Vin
Fruitmarket Gallery Karl Griffin Photography
Tapame Restaurant Amarone Restaurant
Lesley Martin Photo Element Bar
G&V Hotel Edinburgh Dungeon
Waldorf Astoria Great Base Apartments
Hula Juice Bar The Scotsman
Evening News …..
Photo credit – @kirstenalana
Contact:
Alan Thomson – Unique Events al@unique-events.co.uk
Leah Silverlock – Unique Events
leah@unique-events.co.uk
A Glimpse at Chinese Tourists &
Students
April Tsai
Edinburgh Napier University EFL Programme Coordinator
a.tsai@napier.ac.uk
Introducing
Edinburgh Institute (EI)
Dedicated to improving leadership and management through practice-based learning for companies at all sizes.
Destination Leaders Programme (DLP)
Provides an opportunity to build a new leadership model for Scottish tourism
Seeking to position Scottish regions as world leading tourism destinations
English as a Foreign Language (EFL)
Pre-sessional and short courses for the University
Approx. 500 Chinese students each year
When Chinese Meet Edinburgh
What We Love
• Fresh Air
• Historical Architecture
• Festive atmosphere all year round
• Friendly and polite people
• History and Tradition
• Landscape
What We Wonder/Miss
• Hot water
• Business Opening Hours
• Cold Lunch
• Gifts for parents, sisters, classmates, bf/gf, neighbours, cousins of the neighbour, the cat…
• Family at Chinese New Year
When They Come in Groups….
• Queue in Line – not a thing that everyone would do
• Public Courtesy – working on it, not quite there yet
• Service Expectations – through the roof!
The awareness of behavioural correction is rising in China; here in Edinburgh, what can businesses do to prepare?
Chinese Favourites in Edinburgh
Top Attractions :
1. Edinburgh Castle
2. Royal Mile
3. Scott Monument
4. Calton Hill
5. Princes St Garden
6. National Gallery
7. Holyrood Palace
8. St Giles Cathedral
Shopping List:
1. Whisky
2. Cashmere
3. Tartans
4. Luxury Brands
Restaurants: (Recommended by Chinese):
1. The Ship on the Shore (seafood)
2. Castle Terrace (Michelin)
3. La Favorita (delivery available)
4. WedgeWood (service, atmosphere, innovative menu)
5. Ondine (seafood)
6. Whitmuir (organic farm, farm life experience)
7. The Mussel Inn (seafood)
8. Amber (Scottish, fine dining)
9. Asian restaurants
good service, local, unique experience
‘One Day’ in Edinburgh • Calton Hill
• Old College
• Arthur’s Seat
• Royal Mile
• Old Town
(World Heritage)
• St. Giles Cathedral
Influence of Film
‘Look for Harry Potter in Edinburgh’ • Elephant House
• Potter Trail Walking Tour
• Teviot
• George Heriot’s School
• Edinburgh Castle
Other Popular Themes: ‘Royal Heritages in Scotland’ ‘Literature
and Romance’
Let’s Talk in Chinese!
huān yíng lái dào ài dīng bǎo Welcome to Edinburgh!
nǐ hǎo Hello
nín hǎo Hello (polite)
nǐ de míng zì shì shí me? What is your name?
wǒ de míng zì shì… My name is…
xiè xie Thanks
zài jiàn Goodbye