Press release -
Business booming in Cairngorms
Visitor numbers and business turnover in the Cairngorms National Park (CNP) are on the increase, according to the results of the most recent Cairngorms Business Barometer (CBB).
Covering the period from October to December 2014, the quarterly online survey seeks feedback from business operators across the CNP on a range of aspects including ongoing performance and confidence in the future. The survey, which saw 120 surveys completed, suggests that local businesses are confident this growth will continue.
Significantly, there has been ongoing growth in customer numbers, indicating that the current marketing campaign, part funded by a VisitScotland Growth Fund award, is already proving successful. The Growth Fund award of £35,000 is helping the Cairngorms Business Partnership to deliver a £70,000 marketing campaign to highlight different areas of the Park along with various business sectors.
Along with increased visitor numbers was an overall growth in turnover which marked a significant improvement compared to last year and previous Q4 periods. Although the growth recorded this quarter was weaker than that of recent quarters, businesses are anticipating record increases in customer numbers.
Kevin Roach, Chairman of the CBP said: “We are delighted that for the third consecutive quarter there is growth in customer numbers and turnover. The findings demonstrate an ongoing increase in business and tourism numbers, and clearly show that the area is viewed as a world class tourism destination, appealing to visitors around the world, as well as remaining a firm favourite with the UK market.”
The survey also indicated that there were higher levels of investment in staff training, marketing and infrastructure combined with a stronger appetite to invest in all of these aspects in the coming year. And while trading conditions were perceived to be broadly on par with recent quarters, overall levels of business confidence were well above average.
Scott Armstrong, Regional Director at VisitScotland, said: “The increase in the number of visitors enjoying the Cairngorms National Park is terrific news. Supported by the VisitScotland Growth Fund, the Cairngorms Business Partnership’s current marketing campaign is proving a great success and I am sure, as the survey suggests, that it will continue to draw more visitors to the area. The Growth Fund encourages tourism businesses to work together on marketing campaigns and the Cairngorms Business Partnership is an excellent example of its effectiveness.”
Picture: Loch Morlich by Bob Kinnaird
Topics
- Tourism
Categories
- corporate communications
- growth fund
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 has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
- 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.
- According to a recent Deloitte study, the tourism economy supports 270,000 jobs in Scotland in 20,000 diverse businesses. The same study calculates that the tourism economy contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
- 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 tourism in Scotland go to www.conventionscotland.com
Year of Food and Drink 2015
- 2015 is the Year of Food and Drink, a celebration of Scotland’s natural larder and the role that food and drink plays in shaping our economic success.
- Scotland generates over £2.5m per day through food and drink tourism.
- A series of themed months will create an appetite for key areas of Scotland’s food and drink industries – from seafood and whisky to berries and high-quality meat
- For more information, visit www.visitscotland.com/tastescotland
