More than 40 per cent of the magazine’s regular readers are from North America but it also has followers across Europe and as far a field as India, Russia, Australia and New Zealand, as well as the rest of the UK.
Now, in a pioneering move, it has added add to its growing circulation with a quarterly bumper edition created specifically for a Chinese audience. Scotland Correspondent is the first and only magazine of its kind to do this.
The first edition of 苏格兰通讯 was launched in time for Golden Week, beginning on October 1, one of the most popular times of the year for Chinese people to take or plan holidays.
The digital magazine, which is renowned for its photographic spreads and eye-catching features, is being promoted in China through numerous travel operators, and to Chinese visitors and residents in the UK via QR codes displayed at various venues across the country.
The number of Chinese visitors has grown dramatically in the last few years and is predicted to increase much more over the next decade. China is already in the top five growth markets for tourism in Scotland.