Published on Monday, February 16, 2015

Chinese 're-name' Scottish tourist sites

The Chinese have given Scottish tourist sites new Mandarin names as part of VisitBritain's 'GREAT Names for GREAT Britain' campaign.

The £1.6 million campaign saw the Chinese public 're-name' the 23 sites across Scotland during a 10-week voting process.

Glencoe received the third highest number of votes overall and has the Mandarin name Qi Yan Gu meaning splendid and beautiful valley.

While Loch Lomond and the Trossachs National Park was named Shan Hu Huai Bao Zui Meng Xiang, meaning 'mountain lakes get you drunk on dreams'.

However the Scots may find the Mandarin translation for the Highland Games the most hard to swallow - Qun Ying Hui - or strong-man skirt party.

VisitBritain's biggest ever marketing campaign in China builds on the existing trend of giving relatable Mandarin names to favourite celebrities, places and foods.

Joss Croft, Marketing Director at VisitBritain said: "We want Britain to be the most attractive and welcoming destination for Chinese travellers in Europe. The naming campaign has given these Scottish locations and landmarks huge exposure across China and created an affinity with potential tourists.

"We hope the points of interest involved will embrace their new Mandarin name to help them compete for more high-spending tourists from the world's biggest outbound tourism market."

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