Scotland The key facts on tourism in 2014

Transcription

1 Scotland on tourism in 2014

2 Introduction This report provides a summary of statistics on tourism in Scotland, including the volume and value as well as information on our major markets. It gathers information from a suite of tourism monitors managed by the Insight Department, VisitScotland and from other national statistics and commissioned research. These include: II Great Britain Tourism Survey () 2014 International Passenger Survey (IPS) 2014 Scottish Accommodation Occupancy Survey 2014 Moffat Centre Visitor Attraction Monitor 2014 GB Day Visits Survey 2014 Scottish Annual Business Statistics (SABS): Sustainable Tourism by Local Authority Area ( Resource/0045/ pdf) Northern Ireland Statistical and Research Agency (NISRA) Statistics This report presents statistical insight on the volume and value of domestic and international tourism in Scotland. For the years to 2011 the focus of the statutory tourism monitor for domestic overnight tourism was recording the resident population of the United Kingdom to destinations within the UK and the Republic of Ireland. Since 2011, the scope changed to only cover the resident populations of Great Britain (England, Scotland and Wales) and trips within these jurisdictions. Northern Ireland data is now collected in a separate survey by Northern Ireland Tourist Board. In this publication, percentage figures may not add up to 100% due to rounding. As with all surveys the data at sub-levels are based on smaller sample sizes and therefore incur a larger margin of statistical error reducing data reliability. More... Further details, and the latest statistics for the year to date, can be found on our website in the Research and Statistics section. The report is divided in the following sections: A. Tourism in Scotland B. GB Tourism in Scotland C. Overseas Tourism in in Scotland Picture credits: Scottish Viewpoint / Paul Tomkins / VisitScotland / Thinkstock

3 A. Tourism in Scotland In 2014, over 15.5 million overnight tourism trips were taken in Scotland, for which visitor expenditure totalled 4.8 billion III Fact 42% of tourism trips are by Scottish residents 1: Volume and value of tourism in Scotland Country of Residence Trips 2014 (m) % of total Nights 2014 (m) % of total Spend 2014 ( m) % of total Scotland % % % England % % % Wales % % 93 2% Total GB Tourism % % % Northern Ireland % % 106 2% Total overseas tourism % % % Total % % % /NISRA/IPS 2: The tourism economy and tourism related employment Sustainable Tourism Total Economy Employees (000s) Employees (000s) Gross value added at Basic Prices ( bn) Gross value added at Basic Prices ( bn) Scottish Annual Business Survey 1 Latest data available at the time of publication * The definition of sustainable tourism represents the SIC07 industry classifications for tourism used within the Scottish Governments growth sector. Definitions 1: A tourist trip is defined as a stay of one or more nights away from home for holidays, visits to friends or relatives, business and conference trips or any other purpose except such as boarding education or semi-permanent employment. 2: Tourist nights are those spent away from home using any type of accommodation or in transit on a tourist trip. 3: Tourist expenditure is spending incurred while away from home on a tourist trip and advance payments for such items as fares and accommodation. For overseas visitors statistics, the cost of travel to the destination is excluded. In this fact sheet, expenditure is in 2014 prices.

4 A. Tourism in Scotland (continued) The months of July to September are the most popular for holidays in Scotland amongst both GB and overseas visitors. 3: Average length of stay and spend : Time of visit to Scotland 2014 IV Length of stay (nights) Spend per trip ( ) Spend per night Scotland England Wales All GB All overseas Average all visitors , IPS Jan Mar Apr Jun Jul Sep Oct Dec Domestic (GB) holiday trips 14% 28% 33% 24% Domestic (GB) business trips 26% 22% 27% 26% Total domestic (GB) trips 15% 27% 31% 26% Overseas holiday trips 7% 29% 51% 13% Overseas business trips 18% 31% 24% 27% Total overseas trips 12% 29% 40% 19%, IPS Trip characteristics The average length of a trip by our overseas visitors is around eight nights. Trips by GB visitors tend to be shorter, on average around three nights for people from within Scotland and between two to four nights for people from the rest of GB. The months of July to September are the most popular for holidays in Scotland amongst both GB and overseas visitors.

5 A. Tourism in Scotland (continued) 5: Monthly accommodation occupancy 2014 Hotel (% Room occupancy) Guest House/B&B (% Room occupancy) Self-catering (% Unit occupancy) Hostel (% Bed occupancy) Touring Caravan & Camping Park (% Pitch occupancy) January N/A February N/A March N/A April May V June July August September October N/A November N/A December N/A Annual Average Scottish Accommodation Occupancy Survey Occupancy survey The Scottish Accommodation Occupancy Survey depends on the participation of Scottish tourism businesses. Businesses which provide VisitScotland with their occupancy data benefit from monthly reports on occupancy for their sector and region. If you would like to participate, please contact research@visitscotland.com. Participation is free.

6 VI More information The Visitor Attraction Monitor is produced by the Moffat Centre at Glasgow Caledonian University The Association of Scottish Visitor Attractions A. Tourism in Scotland (continued) 6: Visitor attractions The Visitor Attraction Monitor is solely owned and distributed by Glasgow Caledonian University Moffat Centre. If you are interested in participating in the accompanying survey or subscribing to the publication, please contact Attractions with Free Admission Visits 2014 % 2014 / 2013 National Museum of Scotland 1,639, Scottish National Gallery 1,295, Loch Lomond Shores* 1,172, Kelvingrove Art Gallery & Museum 1,121, Riverside Museum 1,049, St Giles Cathedral 1,029, Gretna Green Famous Blacksmith s Shop 813, The Helix* 800,000 Not open in 2013 Royal Botanic Garden Edinburgh 766, Gallery of Modern Art 622, National War Museum 593, Falkirk Wheel 514, Glasgow Botanic Gardens* 440, Only attractions which permitted publication of data are included. *Visits data estimated. Moffat Centre (2015): Scottish Visitor Attraction Monitor Report 2014, Caledonian Business School, Glasgow Caledonian University. Attractions with Paid Admission Visits 2014 % 2014 / 2013 Edinburgh Castle 1,480, Edinburgh Zoo 671, Edinburgh Bus Tours 528, Stirling Castle 440, Glasgow Science Centre 352, Urquhart Castle 330, Scotch Whisky Heritage Centre 307, Robert Burns Birthplace Museum 302, Royal Yacht Britannia 300, Scottish Seabird Centre 273, Culzean Castle and Country Park 207, Nevis Range* 171, Only attractions which permitted publication of data are included. *Visits data estimated. Moffat Centre (2015): Scottish Visitor Attraction Monitor Report 2014, Caledonian Business School, Glasgow Caledonian University. Homecoming Scotland 2014 reinforced Scotland s position on the international stage as a dynamic and creative nation. It extended the benefits and opportunities offered by the Commonwealth Games and Ryder Cup and built on the successes of the first year of Homecoming 2009 by presenting a year-long coordinated programme of inspirational events. Five key themes were developed to promote the very best of Scotland included: Active, Ancestry, Creative, Food and Drink, and Natural. Homecoming Scotland 2014 aimed to: Generate additional tourism revenue as a direct result of Homecoming Scotland 2014 activities. Develop Scotland s event portfolio and build capacity in the industry. Engage, inspire and mobilise communities across Scotland. Engage and mobilise Scottish business. Enhance Scotland s profile on the International Stage. A record-breaking 2 million people attended 1049 Homecoming events across Scotland in More than half a billion homes on each day of the competition tuned in to The Ryder Cup, with 45,000 spectators from 80 countries in attendance. Over 600,000 unique visitors attended the XX Commonwealth Games in Glasgow.

7 B. GB tourism People from within GB account for the majority of tourism volume and value in Scotland. 7: Trends in GB visitors to Scotland : Volume and value of tourism from GB Trips (millions) Average nights per trip Average spend per trip ( ) Trips Nights Spend m % m % m % VII Holidays % % 2,124 74% Business % % % VFR % % 236 8% Other % % 46 2% Total % % 2, % GB tourism People from within GB account for the majority of tourism volume and value in Scotland. More detailed information on GB tourism can be found in the Research and Statistics section on 12.5 million tourism trips in 2014

8 B. GB tourism (continued) 9: Categories of spend by GB tourists 10: Accommodation used by GB tourists Leisure Tourism All Tourism Hotel / Motel / Guest House 40% 5,236,000 Accommodation 33% 34% Eating/Drinking out 21% 20% Travel 20% 22% Friends / Relatives Self catering / Rented 29% 18% 3,846,000 2,376,000 VIII Shopping 14% 13% Entertainment 6% 5% Package trip 4% 3% Other items 2% 2% Touring Caravan and Camping Bed and Breakfast Other Trips (percentage) 6% 4% 2% 793, , , : GB tourists transport to Scotland 3% by regular bus/coach 1% by coach tour 5% other 6% by plane 16% by train 69% by car Accommodation The quality of facilities and the quality of service have a major bearing on our visitor satisfaction. The majority of GB tourists stay in serviced accommodation, including hotels, motels, and guest houses.

9 B. GB tourism (continued) 12: Activities done by GB holiday visitors % of GB visitors to Scotland have children in their household IX General sightseeing 58% Just relaxing 30% Short walk (less than 2 miles / 1 hour) Visited castles / stately homes and other historic sites Visited museums, art galleries / heritiage centres Longer walks / hiking (minimum 2 miles / 1 hour) Watched for wildlife (birds, dolphins, otters etc.) or visiting wildlife attraction / nature reserve Shopping 21% 18% 18% 14% 7% 5% 74% of GB holiday visitors are in the ABC1 socio-economic groups 16% age % age : Demographics of GB holiday visitors to Scotland 11% age % age % of survey respondents 0% 10% 20% 30% 40% 50% 22% age % age 35-44

10 B. GB tourism (continued) 14: Top activities on day visits 15: National Parks X Activity day visits (m) % of total day visits Visiting friends or family 41 32% Going out for a meal 31 24% Undertaking outdoor activities 22 17% Going on a night out 20 16% General day out 19 15% Total day visits % Visit GB Day Visits Survey 127 million tourism day trips were taken in Scotland in 2014 with a total spend of 5 billion. Average spend per day was Trips Nights Spend m % m % m % Cairngorms % % 76 54% Loch Lomond and Trossachs % % 66 46% All National Parks % % % All Scotland % % % Over 720,000 trips were made by GB residents to Scotland s National Parks, accounting for 6% of all GB overnight trips in Scotland and visitor expenditure of 142 million.

11 C. Overseas tourism 16: Volume and value of tourism from overseas 17: Origin of overseas tourists* XI Trips Nights Spend (m) % (m) % m % Holiday % % 1,007 55% VFR % % % Business % % % Other % % 93 5% Study % % 60 3% Total % % 1, % IPS IPS *Above table order is based on trips Trips Nights Spend (000s) (%) (000s) (%) ( m) (%) USA % 3,691 17% % Germany % 2,253 10% 174 9% France 190 7% 1,400 7% 110 6% Australia 158 6% 1,675 8% 130 7% Netherlands 149 6% 873 4% 80 4% Poland 138 5% 1,243 6% 45 2% Norway 125 5% 430 2% 68 4% Canada 122 5% 1,109 5% 88 5% Irish Republic 113 4% 423 2% 28 2% Spain 101 4% 1,631 8% 97 5% Rest of world % 6,790 32% % Total 2, % 21, % 1, % Overseas tourism Overseas residents account for 17% of all tourism trips taken in Scotland but 38% of total visitor spend. They are therefore a valuable component of the visitor economy. The USA, Germany, France, and Australia are long-time major markets for Scotland. The last few years have seen growth from Sweden, Denmark, Switzerland and Poland.

12 Contact us Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH T: www. Disclaimer: Visit Scotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any errors or omissions. During the quarter 4 (October December 2014 period) a data collection issue resulted in the number of interviews conducted each month being lower than the expected sample for this survey. The interviews were also less closely matched to the profile of the population, requiring the application of a more complex weighting procedure. As a result, the data for the months of October, November and December is insufficiently robust. Some caution is required when interpreting the results, as the reduced sample size means that the margin of error is wider than in a standard 3 month period.