Minister launches Scotland’s 2020 Theme Year during visit

Scotland launched a new 2020 tourism theme in Beijing on Monday to attract more Chinese visitors to experience its unique natural features half a globe away.

The ceremony to launch the Year of Coasts and Waters 2020, presented by VisitScotland, was joined by Scotland's Minister for Trade, Investment and Innovation Ivan McKee, who is visiting China for a series of high-level meetings to promote trade, investment, educational and cultural links between the two sides.

McKee outlined the themed activities on the horizon before extending a warm welcome to Chinese people to Scotland in 2020 and beyond to experience them.

The Year of Coasts and Waters 2020 will focus on four over-arching themes: Natural Environment and Wildlife, Historic Environment and Cultural Heritage, Activities and Adventure and Food and Drink. The themed year will drive home the message of responsible engagement and participation around and in waters and coastal environments by the people of Scotland and its visitors.

Scotland's coasts and waters have shaped the country's history: from fishing and textiles to whisky and wave power they have influenced its culture and way of life. In celebration of this a year-long program of events and activities will be held across Scotland, with VisitScotland encouraging Chinese visitors to explore these vital elements of Scotland's landscape.

Six initial events designed to whet the appetite have already been announced, with more to be revealed later in the year.

This includes the Fife Regatta, an expanded Clydebuilt Festival, and the Edinburgh International Film Festival featuring classic film screenings and a special outdoor coastal experience.

RSPB will celebrate DolphinFest 2020 off the coast of Aberdeen, while Scotland's Boat Show and Kip Marina will make a splash with a brand new event, "River of Light". The National Theatre of Scotland will present Ferry Tales, an exciting new production celebrating Scotland's waters and the journeys over them made by thousands of residents and tourists.

Lonely Planet revealed the Shetland Islands, 170 kilometers of the northeast coast of the Scottish mainland, have made sixth place in its top 10 'Best in Europe' destinations for 2019 — the only spot in the UK to be included.

The islands' "awesome coastal trails, wicked wildlife watching and fabled fish and chip shops" were singled out for praise, and Lonely Planet said visitors can "spot otters and orcas from craggy headlands, then ease into the evening at one of Lerwick's local pubs."

VisitScotland Chief Executive Malcolm Roughead said his team is committed to developing and sharing an understanding of Chinese culture and ensuring China-friendly destinations for visitors and businesses.

"Our coasts and waters play an important part in the visitor experience, so VisitScotland is delighted to introduce this Themed Year to China, highlighting Scotland's diverse scenery, traditions and produce. We look forward to 2020 when we celebrate the life-blood of our country," Roughead said.

Since 2011, there has been a 316 percent increase in visitors from China to Scotland, and the number is expected to increase quickly after the launch of direct flights between Beijing and Edinburgh last June. According to McKee, Soctland is mulling other routes linking more Chinese cities.