Press release -

VisitScotland Chief Executive hails “extraordinary” visitor growth

VisitScotland Chief Executive, Malcolm Roughead responds to the release of 2016 Quarter 1 (January – March 2016) International Passenger Survey (IPS) tourism statistics by the UK Office of National Statistics (ONS) and the domestic tourism statistics derived from the Great Britain Tourism Survey.  He said:

“In an increasingly competitive global market, these latest statistics show that Scotland’s profile as a must-visit destination has continued to grow at an extraordinary level.  This is especially rewarding knowing the huge amount of work the industry in Scotland does every year to ensure consistent quality, investment and inclusivity.

“The launch of our first ever global campaign – the Spirit of Scotland – in February has had a remarkable impact worldwide with 140,000 people joining our ScotSpirit movement, business referrals up 20% year on year and 20 million people engaging with our online films.

“The Spirit campaign is one of a series of initiatives that fundamentally change the way VisitScotland markets and sells the country around the world with local empowerment at its heart. We are harnessing the power of a nation behind tourism, building on the spirit, pride and passion people have for this country to reach more potential visitors globally. 

“Of course, we cannot afford to sit back, and be complacent about these great first quarter results. In a difficult economic and political climate, it is our role to ensure Scotland stays at the forefront of traveller’s minds with continued investment in airline routes, infrastructure, digital innovation and promotion.  Tourism is more than a holiday experience, it creates jobs and sustains communities in every corner of Scotland all year round and is at the heart of the Scottish economy.”

KEY FACTS

QUARTER 1 ONLY (2016)

Quarter 1 (2016) - Overseas visitors
Overseas visits have increased:  +27%
Overseas spend has increased: +9%

Quarter 1 (2016) - Domestic visitors
Domestic visits have stayed the same: 0%
Domestic spend has increased: +5%

Quarter 1 (2016) - Combined domestic and overseas visitors
Combined overseas and domestic visits have increased: +3%
Combined overseas and domestic spend has increased: +5%

ROLLING YEAR STATISTICS (Apr 2015 – Mar 2016)

Rolling year (Apr 2015 – Mar 2016) – Overseas Visitors)
Overseas visits have decreased:  -1%
Overseas spend has decreased:  -8%

Rolling Year (Apr 2015 – Mar 2016) – Domestic Visitors
Domestic visits have decreased:  -8%
Domestic spend has increased: +8%

Rolling Year (Apr 2015 – Mar 2016) – Combined Overseas and Domestic
Combined overseas and domestic visits have decreased: -7%
Combined overseas and domestic spend has increased: +2%

Q1 Overseas Analysis

  • Total trips from overseas visitors increased by 27% for Q1 2016 against the previous year.
  • This has been heavily driven by European visitors across the board.
  • Visitors from North America decreased by 16% against Q1 2015; however, comparisons against previous quarters indicate a positive growth of 28% against the same quarter in 2014, and 45% against 2013.
  • In terms of other regions in the UK, Scotland has outperformed all regions in terms of total trips during Q1.
  • Total expenditure is 9% up on Q1 2015, with a 2% growth in US expenditure and 40% growth in European travel, rest of world down.
  • 2% growth in North America expenditure could be attributed to resilient/wealthy US travellers taking trips during times of less favourable exchange rates for the Dollar against the Pound.
  • Euro exchange rate has been more favourable for inbound visitors from EU also.

    • Q1 Domestic Analysis

  • Domestic trips are flat quarter on quarter. However, when looking at purpose of trip, holidays are showing double digit growth. Business travel is also up, but caution with sample size. VFR has brought trip total down.
  • The rise in domestic visits is primarily driven by visitors to East and South of Scotland.
  • Expenditure is up 5% on the same period against Q1 2015, which is positive due to the fall in consumer confidence during Q1 2016.
  • Placement of Easter has also helped being in March.

    • For full GBTS stats and VisitScotland’s latest trends paper, visit http://www.visitscotland.org/research_and_statistics/trends_and_insights.aspx

    For full IPS stats by ONS, visit http://www.ons.gov.uk/search?q=%22Overseas+Travel+and+Tourism%22+&sortBy=release_date&q=%22Overseas+Travel+and+Tourism%22+&size=10

    - ENDS -

    Topics

    • Tourism

    Categories

    • international marketing
    • year of innovation architecture and design
    • corporate communications

    Regions

    • Scotland

    Notes to Editors

    • Follow us on twitter: @visitscotnews
    • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
    • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
    • This will be supported by seven overarching strategies:
      1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland       to visit different parts of the country
      2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
      3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international       opportunities and market to a global audience and we will work within One       Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
      4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
      5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
      6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
      7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
    • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
    • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
    • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP.
    • The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
    • For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
    • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
    • For holiday information on Scotland go to www.visitscotland.com
    • For information about business events in Scotland go to www.conventionscotland.com


      Year of Innovation, Architecture and Design 2016

    • 2016 will shine a spotlight on Scotland’s achievements in innovation, architecture and design through a wide-ranging, variety of new and existing activity.
    • The Year of Innovation, Architecture and Design begins on 1 January 2016 and ends on 31 December 2016 and will build on the momentum generated by the 2015 Year of Food and Drink as well as previous years including Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
    • Through a series of exciting events and activity, the year will showcase Scotland’s position as an “innovation nation”, its outstanding built heritage, and its thriving, internationally acclaimed creative industries sector.
    • The Year of Innovation, Architecture and Design is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Scottish Government, Creative Scotland, Architecture + Design Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise and The Royal Incorporation of Architects in Scotland (RIAS).
    • The Year of Innovation, Architecture and Design events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
    • Join the conversation at #IAD2016
    • Events can join the 2016 Year of Innovation, Architecture and Design Partner Programme throughout the year by visiting http://www.eventscotland.org/YIAD_partner_programme

    ERDF.

    Contacts

    Hamish Hutchinson

    Corporate Press Officer - National Contact for media enquiries on: Business Events/Tourism; Film Tourism; Outer Hebrides 0131 472 2283

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