40 percent rise in Chinese visitors to Scotland

That's according to a report by The Herald, who partially attributes a 40 percent rise in Chinese tourists visiting Edinburgh to the success of a campaign called the Edinburgh Chinese Social Media Campaign.

The campaign has managed to attract 66 million netizens to its content in China.

Edinburgh Castle with fountain in foreground, Edinburgh, Scotland [File Photo: IC]

Social media isn't the only thing that's been drawing Chinese tourists to Edinburgh.

The news follows our report from 2017's Edinburgh Festivals, where there was said to be a greater level of interest from Chinese visitors than ever before.

That interest partly reflected the fact that there were a record number of Chinese performers and performances at the festivals.

These included a Chinese production of Shakespeare's MacBeth, and several performances from some of the leading theatre companies in China.

This cross-cultural interest doesn't just apply, of course, at festival time. It was also recently demonstrated in the signing of an agreement to sell tickets to The popular Royal Edinburgh Military Tattoo in China via WeChat Pay.

This agreement gives Chinese fans of the display the chance to access the live booking platform in Chinese for the first time.

There is even an ambition to host the Tattoo in China by 2020, such is the strength of the partnership and the enthusiasm of Chinese fans for the event.