VisitScotland rightly identified China as a priority market for inbound tourism in 2018, one that became even more crucial after Hainan Airlines launched its first direct flights between Edinburgh and Beijing last June. The agency made a move to increase its presence on Chinese social media platforms (opening an official WeChat account alongside existing Weibo and Youku accounts) before finally launching a new WeChat mini-program during the Lunar New Year—a platform aimed at engaging young, affluent Chinese visitors.
VisitScotland is primarily targeting 24-44-year-old free independent travelers (FITs) who are enthusiastic about the kind of "soft active" experiences Scotland has in abundance. "Not so much high-octane things like skydiving and bungee jumping, but a lot of immersive experiences like hiking, Land Rover experiences, wildlife, whale watching, traditional music festivals, and a lot of food and drink as well," she said.