Scotland business

Tourist bosses launch 'monster' Mandarin campaign

Loch Lomond Image copyright PA
Image caption Loch Lomond is among the Scottish attractions Chinese people are being asked to rename in Mandarin

People in China are being invited to come up with memorable Mandarin names for leading Scottish attractions such as the Loch Ness Monster.

VisitBritain has launched an online campaign asking people to suggest new names for sites such as the Royal Mile and Loch Lomond.

A total of 23 Scottish attractions and foods are being put forward, including haggis and Arbroath smokies.

Tourist bosses hope it will encourage more Chinese tourists to visit.

The £1.6m VisitBritain project has already seen Stonehenge given the name Ju Shi Zhen - meaning huge stone clusters - and Buckingham Palace renamed Bai Jin Han Gong - a white, gold and splendid palace.

The tourism agency said it was common in China to give names to popular places, celebrities and foods that give a literal description of what Chinese people think about them.

The campaign has been launched on VisitBritain's Chinese Weibo social media platforms. A final list of more than 100 UK favourites will be renamed by March.

Image copyright PA
Image caption Chinese tourists are being asked to come up with Mandarin names for the Loch Ness Monster

VisitBritain chief executive Sally Balcombe said: "This campaign will not only increase awareness of the experiences that Scotland has to offer but help encourage these valued Chinese guests to explore our nations and regions.

"We know that the desire to visit Britain amongst the Chinese is stronger than ever before."


Scottish attractions that will be given Mandarin names:

  • The Willow Tea Rooms
  • Arbroath Smokies
  • Malt whisky trail
  • Loch Fyne
  • Haggis
  • Fingal's Cave
  • Glen Coe
  • The Style Mile
  • George Street
  • The National Wallace Monument
  • Eilean Donan Castle
  • Culzean Castle
  • Glenfinnan Viaduct
  • The Elephant House
  • Royal Mile
  • Balmoral Castle and Estate
  • The Royal Edinburgh Military Tattoo
  • Highland Games
  • Loch Ness Monster
  • The Kelpies
  • Kilt
  • Loch Lomond and the Trossachs National Park
  • Cairngorms National Park

People can tweet their suggestions at #greatnames.

Denise Hill, head of international marketing at VisitScotland, said: "Visits to Scotland from China are increasing year-on-year, and the VisitBritain naming campaign is a fun and entertaining way of engaging with this huge target market.

"Spotlighting an array of great attractions, natural wonders and unique experiences right across Scotland, along with several well-loved icons, will help to spark conversations and debate, pushing our inspirational country up the list of 'must-do' destinations and generate interest and demand to visit places way beyond the current popular tourism hot spots."

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