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Ensuring that Scotland is always on the map
Since the UK was awarded ‘approved destination status’ in 2005, VisitScotland has been working with various agencies in China and the UK to ensure that Scotland is uppermost in the mind for the discerning Chinese tourist, writes Po Ling Lee.
‘Approved destination status’ itself allows leisure tourists to obtain a visa to travel to the UK for a leisure trip, but these visas are only awarded to groups of leisure travellers that adhere to stringent criteria. All parties must travel in groups of five or more passengers, a group leader from China must accompany the group and the package must be booked by an ADS-approved tour operator in China.
The ADS groups that travel to the UK must also follow an approved ADS route. There are about 26 tour operators based in China which are currently approved to sell these trips. Many of them include at least two days in Scotland as part of their itineraries.
VisitScotland’s advice is that any handling agent or ground operator receiving Chinese groups in the UK in Scotland should consider applying for ADS status. This can be done by contacting Visit-Britain. Such agents should also look at setting up representation in the market because there are only a few companies that offer the service of having a representative in China, either by setting up their own offices or using an agent to sell product on their behalf and those that do are either Chinese domestic operators or London-based handling agents with offices in China.
Whilst representation is not essential, it does help maintain a working relationship with contacts in the Chinese travel trade. Since ADS approval, VisitScotland has hosted 17 Chinese tour companies on five familiarisation trips. These groups have ranged in size from six to 15 Chinese tour operators. These tour operators make decisions on what travel products they will buy from Scotland and then offer them to their customers in China.
VisitScotland recognises it is crucial to educate these tour operators of the wonders and products that Scotland has to offer. This can best be achieved by meeting both operators and sales staff in China as well as hosting decision makers in Scotland itself.
This strategy is working: all Chinese tour companies who have come to Scotland have set up programmes in China and sent groups of tourists to Scotland. It is important that would-be tour groups understand the opportunity that Scotland presents on any tour itinerary. For that reason, VisitScotland has hosted a dozen media trips in the past two years, which have included at least three broadcast teams, making programmes on Scotland’s historical treasures and festivals.
We have attended trade shows, including Beijing International Tourism Expo and China International Travel Mart. VisitScotland has a strategy to develop this market, by targeting its activity in those geographical areas in China where the ADS tour operators are based: Beijing, Shanghai and Guangzhou. Working closely with the VisitBritain offices based in Beijing and Shanghai, together with the British Council offices and SDI offices throughout China, VisitScotland can target key target markets. Of course, ADS leisure visitors are not the only tourists to come to Scotland, and other types of tourists are welcomed.
Scotland is in a good position to capitalise on the growing demand for continuous higher and further education, such as English language and working with the British Council and the Scottish Executive, VisitScotland hope to add value to various initiatives that currently take place in China.
VisitScotland have been working to carve out niche opportunities. Later this year there is to be a golf day at Silport golf club on the outskirts of Shanghai, hosted by VisitScotland in partnership with Scottish Development International and called “Scotland the Home of Golf Challenge”. The event is also being sponsored by other companies and groups, including airlines, distillers, textile companies and golf operators, as well as Historic Scotland. The day promises to be great event and well covered in the media.
Still, the market is very competitive. Chinese tourists have a huge choice of places to visit. Much investment is needed to ensure that Scotland is placed on the list of tourist destinations. Melanie Angus, VisitScotland’s trade marketing manager for Asia, said, “Anyone looking to introduce their tourism product to this market must be prepared to visit regularly, build relationships and look at working with other sectors which are already successful in the market.
“We are working with various agencies and commercial companies to ensure that Scotland has both the correct know-how when dealing with tourists from this region as well as getting our fantastic destination top of mind.”
Seeing tartan
The launch of the Chinese tartan took place on the 6th April 2006 at the Tartan Gala Dinner, hosted by Angus Council. Brian Wilton of the Scottish Tartan Authority told the Review about the idea behind the fabric, its origins and its meaning.
How did the idea of producing a China Tartan come about?
I came on board in the discussions for the tartan when Madame Guo agreed with the suggestion that it would be a good idea for there to be a tartan for the Chinese community in Scotland. With the enthusiastic response from the Edinburgh consulate, I was asked to produce some designs for Madame Guo. Between myself and Heather Yellowley, an excellent designer from Strathmore Woollens of Forfar, we submitted a choice of designs to Madame Guo who sought opinion from a wide circle within her community. After a few minor changes to one design, it was accepted.
Do you believe the China tartan will strengthen the Scotland brand in China?
Very much so. There has been huge inter-est in the tartan in China and amongst the Chinese community in Scotland and it admirably demonstrates the versatility of tartan and its ability to break down national barriers and forge closer relationships. The Chinese in Scotland see it as a visible statement of their acceptance of Scotland as their new home and their integration into the Scottish community. The Scots see it as a great compliment that the Chinese wish to identify so closely with their new home.
The Chinese link with tartan goes back almost 3,000 years when an explorer in Xinjiang discovered the burial place of a group of ancient Caucasian travellers wearing perfectly preserved tartans.
Does the design/set represent anything in particular?
It most certainly does. The red and gold have been taken from the national flag of the People’s Republic of China and the blue and white from Scotland’s national flag – the Saltire. The green represents the very close relations between Chinese botanists and the Royal Botanic Garden in Edinburgh which houses the largest collection of Chinese plants outside China itself.
Brian Wilton, Scottish Tartan Authority
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Who is the target market?
Scottish businessmen travelling to China love the concept of the tartan because they can take gifts with them for their Chinese colleagues. The Scottish government is also taking advantage of the opportunity to give gifts to visiting Chinese business people. And of course, what better gift for Chinese visitors to buy to take back home!
Why produce a tartan for a nation, rather than a clan?
As soon as you produce a tartan for a clan you immediately limit the number of people who can identify with the tartan which diminishes the whole purpose of the exercise. Many countries that have traditional links with Scotland have developed their own national tartans – Australia and New Zealand being two excellent examples. Thirty-six American states have their own tartans and in Canada, every province has its own specially designed tartan.
Should we expect to see our Chinese visitors kilted up?
There will surely be some brave Chinese men who decide to wear the kilt, but with the range of items available, there should be an option to suit everyone’s tastes!
The Chinese tartan is available in a range of accessories and clothing, including ties, scarves, ponchos, kilts and kilted skirts. The display of the tartan in its various forms was made during the October 2006 mission by Angus council and feedback from Chinese who saw it was very positive – being described variously as unique, elegant and traditional.
To place an order or find out more about the China Tartan, contact the Strathmore Woollen Company in Forfar, either on their website or by telephone 01307 462 135.
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