Scotland sees the potential in MICE groups from Asia, and hotels as well as the tourist bureau are intensifying their efforts to reach out to this emerging market, with a special focus on China.
Seeing the potential growth of Asia as a source market, Scotland is exploring ways to entice the burgeoning China outbound market, as well as the rest of Asia as a whole.
Lindsay Brown, marketing manager – emerging markets & special projects business events, VisitScotland, told TTGmice: “We have growing numbers of visitors from China and India, but collectively, Asia is growing. Currently it’s very small compared to our other markets, but I foresee a significant growth for both the MICE and leisure markets over the next three years.”
When asked how much growth she expects from the market, Brown said it’s hard to put a number to it as visitors to Scotland were not registered. This is because most longhaul visitors from Asia usually start in London, and go on to Scotland, as opposed to entering via Scotland.
She explained: “For example, Chinese visitors to Edinburgh Castle last year numbered 150,000. But official statistics said that we had only 40,000 Chinese visitors to the whole of Scotland.”
In general, Brown feels that there is a trend of Asian groups looking towards Northern Europe as they want something different. For instance, participating in Scotland’s Highland Games in traditional dress can be organised as a teambuilding activity for companies.
Groups also perceive Scotland as a “very safe destination”, and locations that they usually head to are Glasgow, Edinburgh, Aberdeen and Inverness, and there are dozens of venues across the country – from castles to universities – that can be used as conference and meeting facilities.
Hence, the Asian market is something Brown wants to develop and work is underway – she has met with a variety of outbound agents from Singapore, Indonesia, the Philippines and Malaysia. But China still holds most potential.
“At the moment, I have an enquiry for 5,000 people from China going just to Scotland,” said Brown.
However, Brown lamented that there were currently no direct flights from China although negotiations are underway, and that improved flight connections would help a lot.
As well, properties in Scotland are also keen to lure more Asian travellers.
Christina Boyle, sales, marketing and revenue manager of Isle of Eriska Hotel, Spa and Island, said: “Last year, we had less than five MICE groups from Asia. But we anticipate the MICE market from Asia to grow to 20 or 30 groups a year over the next three to five years.”
Isle of Eriska Hotel, Spa and Island is a five-star property set on a private island on the north-western coast of Scotland. It boasts more than 120ha of rugged landscape, a Michelin-star restaurant, 30-bedroom hotel, spa, nine-hole golf course, and private marina. The entire island can be booked out exclusively for events or incentives.
When asked what steps the property was taking, Boyle indicated that she would be attending tradeshows such as ILTM and IT&CM China. In addition, the property is also in the midst of creating a China-hosted website that will be fully accessible to all of Asia in numerous languages.
Boyle added: “We’re looking at a lot of avenues, such as having a separate sales person based in China or working with an agency in China.”
Nic Oldham, director of sales & marketing, Trump Turnberry, a Luxury Collection Resort, Scotland, also hopes to grow the Asian market, with a particular focus on China.
He said: “A month ago we did a fam trip with VisitScotland, and we had 28 buyers from China. That went very well and we’ve had enquiries for this year. China is an important emerging market for us.”
Currently for this 111-year-old, 300ha golf property that offers 200 rooms, the Asian market does not even make up one per cent. But Oldham indicated that he would like to see the segment stand at “five to seven per cent in the next three years”.
By growing the Asian market, Oldham hopes to reduce reliance on the American and domestic UK market which make up 50 and 37 per cent respectively.
To do so, Oldham revealed: “We will partner with companies, such as London-based China Holidays who do outbound and inbound and know the market. Hopefully from there, we will be able to organise our own trade missions.”
“However, we don’t just want to concentrate on Shanghai and Beijing. The China market jumped out at us because of its size and spending power. For Asia, markets like South Korea and Malaysia certainly need to be looked at,” he concluded.
