Scotland Wins ‘Best Travel Destination’ in Beijing

Scotland has won ‘Best Travel Destination’ at Travel & Leisure’s annual Travel Awards Ceremony. 


The ceremony was held yesterday (18 April) in Beijing with Martin McDermott, Head of Scottish Government Office in China, accepting the award on VisitScotland’s behalf. 

Travel & Leisure All-Media group encompasses key titles for our China team including Travel & Leisure Magazine, Travel & Leisure Golf Magazine and Jun Travel.  Scotland was given the accolade on the recommendations of the media’s readers, a survey of editors and reporters and the experience of travellers as well as the comprehensive evaluation of authoritative experts – according to Travel & Leisure.

The award comes on the back of a larger focus on China in 2018, now a priority market for us.  Last year saw increased engagement with the Chinese market in Scotland including the launch of the first ever direct flight from China to Scotland, the largest contingent of Chinese buyers attending VisitScotland Expo (a number matched again this year) and the launch of our social media channels in China as well as the WeChat Mini-App.  Earlier this year, we were recognised in the Hurun UK-China Awards 2019 as ‘Outstanding Contributor to UK-China Relations for Services to Inbound Tourism’.

Key stories such as the opening of the V&A Dundee, the incredible Chinese performances at the Edinburgh Festivals and the launch of the new Macallan Distillery (amongst many others) have been integral in helping raise the profile of this small country to a travel-hungry Chinese audience.

In 2019 and beyond, wwe will continue to offer inspiration to Chinese travellers, working closely with team Scotland partners (such as Scottish Government, Scottish Development International and many others) to highlight that there really has never been a better time to visit Scotland.


Published, 19 April 2019